Out with the old in with the new – Part one

Is your brand outdated?

Every brand needs a revamp over time. It isn’t a secret that today’s society is becoming increasingly image-driven and people are quick to make snap judgements on how something looks. So, if your brand hasn’t been updated in a while, but your business and customers have changed now might be the time to think about it. Looking outward is easy but analysing your own branding can be much trickier.

Once upon a time, bubble fonts, clip art and terrible stock photos were cutting edge, designers are eternally grateful that these things have come to an end. Take a minute to consider a brand, like Shell for example. The changes to their branding haven’t always been extreme, but each change and adaptation has been done to suit their changing position in the market. This is exactly what every successful brand does, they adapt their branding to fit with their ethos.

For some businesses, the importance of their brand lacks serious consideration. As individuals, we are quick to change our jobs, homes, diets, wardrobes all with the intention of improving ourselves. Why is this attitude not adopted to our businesses branding? If we are evolving, improving our lives then so are your customers. The same personal growth objectives should be applied to flourishing businesses.

Branding is one of the first things people will see, which is why it is so important that it is portraying the correct message. Imagine you’re at a wedding and one of the guests arrives in ripped shorts, dirty trainers and a cap, you would probably be wondering why they would show up in attire suited for gardening to a wedding? Would they be turned away? Maybe not, but it would probably attract attention for the wrong reasons. They could be the nicest, kindest, funniest person in the world, but you would only know that if you have taken the time to get to know them. The hope is that a person wouldn’t be judged on their outward appearance but the same can’t be said for businesses. In such a fast-paced society, with so much information at our fingertips, the decision-making process is incredibly short. So, an outdated or bad look could cost you dearly.

Showing up to a wedding in a three-piece from the 70’s (although looks have a habit of coming back around) has the same kind of issues. “Well it worked for me back then, I want to get my wear out of it”. Of course, it worked once, but has the moth bitten outfit really stood the test of time or does it no longer fit in with the sleek lifestyle you’re currently leading?

Both scenarios show a distinct lack of thought for what is going on around them, one is fitting a square peg into a round hole and the other is pushing a broken round peg in and making do.

Dress codes are there for a reason and so is branding!

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