Brand, Print & Graphic Design
Is your brand cutting it in today’s market?
Most of us know intuitively, those first impressions are important. We don’t like to think that we judge a person by what they are wearing, but the reality is that we often do. It’s second nature. (Judge: to form a judgment or opinion of; decide upon critically).
The power of first impressions and branding
For many SMEs, how customers view or perceive you is often determined, like with people, by outward appearances. Things that are evident right away, before they dig deeper. This doesn’t mean your business needs to look a certain way to please others, it means making sure your image reflects who you are. So when customers (quickly) judge your business, you want to make sure that first impression you leave them with is a memorable one. A first impression that will draw them back to you, cause them to remember you and, just as important, continue coming back after they have experienced what you have to offer.
Where branding comes into play
To be effective, the image you’re branding your business with needs to reflect the business positively and accurately. Does your brand project the experience that appeals to your ideal customer? Does your logo represent who you are as an organisation? If not, you might want to think about making some changes.
When & how to change?
Shoes. Clothes. The TV channel. Some things are easy to change, and it’s obvious when they need changing (at least we hope so). Brands, on the other hand, do not fall into this category. When do you change your brand identity, and how much do you change it? Should it be faintly refreshed or totally redesigned? Although there is no scientific formula, there are several indicators that can let you know it’s time for fresh eyes on your brand.
It makes people think they travelled back in time
Think about visiting a website designed a decade ago or a house decorated in the 1980s. You can easily tell it’s dated. Trends and tastes change, and that can affect perceptions of your logo. What was once modern and compelling can lose its power over time. When people see a logo that looks outdated, they perceive a business that is out-of-touch with good modern practices.
It doesn’t represent your evolution
Businesses evolve, they need to in order to survive. You grow your business based on opportunities and strengths. That means you may not be the same business as when you started. As a result, your brand no longer accurately reflects what you do and who you do it for. If that’s the case, your brand may not be “you” anymore and it’s time to bring it back in line with your business.
It’s not in sync with your rebranding
Maybe your business hasn’t changed but how you present it to the world has through rebranding or a repositioning effort. During this transition you need to make sure updating your logo is part of your effort. Your logo is a brand reflection and you always want your identity and logo to be on the same page. Even if you still like your logo, it’s a good idea to give it a polish as part of your overall rebranding effort.
The important piece of the marketing puzzle
Having a strong image that represents your brand that people can easily visualise when someone mentions your business name certainly won’t hurt your business. On the other hand, having a generic or dusty logo that turns off potential leads just might.