Spring has sprung! Let’s ignore the snow and storms that are still refusing to go away, and embrace the extra sunlight at the end of the days. This also means it’s time for our yearly Spring Clean. Spring Cleaning is a great habit to get into; refreshing, cleaning and purging your home and life feels productive and gives you a positive feeling ready for Summer and the rest of the year.
But why limit yourself to your home – Spring is also a perfect time to refresh your branding! Brands are organic – they grow and change over time. Therefore it’s important to regularly review your branding to ensure every part of your visual identity is relevant, accurate and consistent.
Step One: Take a Brand Audit
A brand audit is the first step to take as it will determine what, if any, actions you need to take. Questions to ask yourself:
- Is your target audience still relevant? Have they changed or evolved since you started your business? Is it time to adjust the clients you serve?
- Are your objective and goals still relevant? Have they changed as your business has evolved?
- Do you need to update your offering and services? Are there services not selling that you can change for something that would better serve your customers? Spring is a great time to take a step back and look at current industry trends and market changes, to ensure that you are working with the most highly profitable and rewarding services you have to offer.
- Are your Social Media accounts up to date? Do you have a consistent visual identity across them? Are they as complete as they can be and do they reflect your voice and values?
- Have you looked at your internet presence? Are there any articles or blog posts that determine how you’re branded across the net? Do you have any out of date or undesirable information coming up in searches? It can be worth setting up a Google Alert for your business and brand to be notified if anyone mentions you.
- Are your branded materials consistent? Is your logo still representative of you as a brand and a business? Is your business card design failing to seal the deal? Does your website effectively show off your services and make it easy for potential leads to contact you?
Step Two: Decide on an Action Plan
Based on the information and results you’ve pulled from your brand audit, you can put together a plan of action to keep everything relevant, positive, and consistent:
- Ensure that your target audience is refined and accurate.
- Ensure that your business objectives and goals are refined and documented.
- Ensure that your services are defined, up to date and as on brand as possible.
- Update your social media accounts with current photographs, cover images, and website links. Ensure that your information is as accurate as possible.
- Where possible, correct out of date information and links. Set up Google Alerts so you can keep abreast of the media.
- Consider rebranding.
What is Rebranding?
At Howell Edwards, we try and keep our work, brand, and correspondence as transparent and straight-forward as possible. We know that designers and developers can throw around misleading and confusing terms that bewilder some clients – we’re working hard to avoid that and be as accessible as possible for our clients.
Rebranding is one of those terms. What exactly is rebranding?
The truth is, rebranding can be different for every client and every project. It can mean completely stripping back the entire visual identity, designing a new company logo and every associated asset. It could also mean drastically changing the branding design for every aspect of the company identity – apart from the logo. It is completely possible for the same logo to look extremely fresh, modern and different, by changing all the assets around it. Rebranding can also mean simply refreshing the content that a client currently has, for example restructuring a website to have a more user-friendly navigation system and typeface.
Ultimately, the most important thing to remember is that a brand exists only in the minds of consumers. So, rebranding is about changing what people believe that your company does, and how they feel about you, whether this is by changing your logo, business card, website, or all three.
A rebrand can help you re-align your business with your brand values, voice, and ideal clients and customers. Spring is the perfect time of year to refresh and renew your branding, so why not?
How Can We Help?
We can help you with your rebranding needs, whether it’s a new company logo, a better, clearer company website, refreshed visual assets like business cards and brochures, or all of the above. So what are you waiting for? Get in touch with us today.