Branding is much more than a logo and a vivid colour palette. It helps shape the impression and immediate feeling that people have about your organisation.
Strong branding communicates a definitive message to customers and those on the cusp. If your value has changed or if your message no longer appeals/applies to your audience, then it may be time to switch things up.
Before you dive into a comprehensive rebrand, you’ll need to carry out some research. Take a close look at your competitors; are they looking fresher? Are they showcasing similar products or services that you don’t? Have they changed their branding for the better?
Next, ask yourself a few key questions: who is your target customer? Has that changed over time? What are you hoping users will do once they arrive at your website? Are there any barriers to entry? Does your branding reflect who you are today? Does you logo represent you effectively?
Have you tried to apply a fresh lick of paint to your site before, but only applied the minimum effort? Have some elements and pages been redesigned but not others? If this is the case, you’ve probably lost consistency – something that users rely on if they’re to build trust.
Are you one of many faces in a large crowd? You may offer unique services, but with all of the noise out there, you need to separate yourself from the crowd. Rebranding isn’t just about making obvious visual changes to your design, but also about shifts in your content marketing strategy and assessing your presence on social media.
If after asking these questions, you’re sensing that your branding no longer represents your organisation and that you have evolved so much that you are significantly different from who and what you were when you began, then it’s time for a facelift.
If the seed has been planed and you’re actively thinking about rebranding, then chances are you probably need to do so. If backed by quantitative data and an eye to why you exist, who your ideal customer is, your current place in the market and how you can showcase what you do, then a rebrand could be just what the doctor ordered, and your best days on digital are ahead of you.