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Opinion posts

Is your brand outdated? – Part two

In our last blog https://bit.ly/2RUX0aG, we talked about the importance of keeping your brand current, using clothes as an example to illustrate how not reviewing your branding can have on your business. After all, first impressions count.

How to tell if your brand is outdated?

Analysing your own branding can sometimes be difficult, to give you some idea of what to look for we will continue the deep dive into our analogy.

What’s everyone else got on?

Deep down you know a 70’s suit at a wedding is outdated, but how can you really be sure, after all, it is still functional? Start by looking around you, what is everyone else wearing? This is exactly what you need to be doing when assessing your brand, what are your competitors doing? What does their branding look like? It’s not always beneficial to go with the flow, you want to stand out but if there are glaring differences then it’s time.

Can people see you?

Are you all dressed up with nowhere to go? Amazing products and services, a business that has grown and developed over the years and evolved with new emerging trends. Is your branding reflecting this? If not, then it is like getting on your best outfit and sitting in the dark. If no one can see you then how will you show it off?

Are people avoiding you?

Forgotten to shower or brush your teeth? Are the people around you giving you a wide berth? Have a look at your website traffic, although there aren’t any particular benchmarks for website visitors you may be able to see a decline in traffic or a high bounce rate as people are turned off by what they see.

Are you in the right place?

A children’s party and a wedding are going to call for different outfits, a tux is probably a bit much for a three-year-olds party. From a branding point of view, the local dog walker is not going to need the most up to date, cutting edge technology for their website or branding, but they will need something. On the flip side, a technology-driven company with a single-page website builder and DIY logos is really not going to work.

Are you an epic storyteller?

We have two ears and one mouth so we can listen harder than we speak. Tattoos, piercings, clothes, hair are all part of our own individual story. Psychologists have identified that people respond much more to a story than just pushing a product or service. Washing up liquid for example, they could all be considered the same, until the brand that used theirs to demonstrate how it can wash crude oil off ducklings. Which one suddenly became a brand leader?

As a company, take the time to understand how your brand is perceived. If the time has come for a rebrand, please don’t go into it without an effective strategy. A hashed-out brand without any thought is like going out half-naked. So make sure you are dressed correctly, make sure your brand, one of your greatest assets looks as sharp as it can.

Do you have BIG ambitions for 2020? Time to review where you are before you start. Get in touch today – mark@creative62.com or call 0116 275 2831

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