When is the right time to invest in a solid brand identity design? Here’s how to tell whether your SME is ready for a bold new look.‍

All successful companies go through a brand refresh at certain stages of growth. Given that a visual identity anchors the brand, a well-timed update can be a real help in continuing that momentum. Knowing when the time is right for your own business can be tricky though, and considering the investment you’ll need to make, you definitely don’t want to jump the gun and refresh too soon, which is why we’re here to help.

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1. You’re in tune with your customer and they’re asking for more‍

You’ve been looking into expanding your offering to new services and products. If you’re here, congratulations! Your product or service works – needs are being met and problems solved. You have built a base of loyal customers who are all too happy to let you know exactly what will keep them coming back, and you’re listening. You want a brand refresh to encapsulate this exciting new direction, and your start-up look is no longer fitting the bill.

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2. Your industry is growing

We’d venture to guess that in the day to day running of your business, humming along in the back of your mind are those thoughts or concerns about keeping abreast of the competition – especially if you’ve noticed momentum building in your sector. You’ve done your research, and you’re confident that your business can catch this wave. You’re not about to get left behind, so it’s time to strengthen and fortify your brand and get it in the forefront of the minds of potential new customers. You want to be found by the right people and tribes who are adopting your ethos and looking to associate themselves with brands just like yours.

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3. You’re reaching your financial goals and business is good

You’re not growing for growth’s sake - you have a plan, you’ve crunched the numbers, and you know that expanding will increase profitability and sustainability. Your customer is happy to pay what you charge, and you rarely find yourself having to negotiate. This puts you in a cost advantage, and you’re seeing a green light for scaling up your business. Unless the company is also evolving its basic offering, a simple but effective logo and identity update could be just the trick.

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4. The quality and scope of your product/service has increased

Your business isn’t the same as it was in the early stages. It has matured, evolved and changed. You’ve worked hard to increase the quality and scope of what you bring to the table. Does your old brand identity still communicate who you are? A brand identity refresh could encapsulate this more evolved you. It doesn’t have to be a complete overhaul - many businesses opt for a more refined update.

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Let’s take a look at a classic example of this scenario: Netflix.

The Netflix brand pivoted early and evolved with technology, emerging quickly as an industry leader. The way we consume film and TV is very different now to when Netflix began, and in the evolution of their logo we can see the strategic shift from postal DVD service to pioneers of online streaming and on-demand entertainment. We can see brand consistency running through from the movie reel motif in the first logo, to the film projection feel of the drop shadow in the second, and then simplified further to the more subtle arch which nods to Hollywood and cinemascope, now recogniseable worldwide.

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5. Your old brand identity no longer reflects your stage of growth

You’re more established. You have a reputation. You take up space in your sector. Your old identity no longer conveys what you’re capable of. Your team has grown, and you have staff who feel a sense of belonging and ownership of the brand. Your vision, mission and strategy have evolved, and you recognise that your branding needs to be adaptable and capable of handling being your first impression in this new phase.

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Closing Thoughts

These are just a few indications that a levelling up is on the cards. No brand is ever too well established to need a refresh to keep them up to date and relevant, but this must be undertaken strategically and never simply because someone got bored or you just felt like a change.

Other points to consider are how your team and your customers feel towards the current logo and brand identity - your aim is to elevate your brand and preserve the trust of the people loyal to it, not shock or alienate them. Whether it’s a full rebrand or a subtle refresh, you’ll want to take steps that take these important folks into consideration, and do so with purpose. 

Finally, an added bonus of some fresh branding will no doubt be a welcome boost to your PR, elevating your brand in the eyes of consumers, putting your offering in the limelight and giving you something to sing about in the company socials!

By now you may well be feeling the need for a change, but unsure of where to start. Elements to update could include one or all of these: your logo, colour palette, shapes, tone of voice, tagline, imagery, font system, user experience (UX) and user interface (UI), and other more subtle elements of brand messaging as needed. Whether you look at all of these or select a few areas of improvement, we can help you choose the direction that’ll serve you best.

Not sure whether your business is at the right growth stage for a brand refresh? Ask us! Tell us about your business, your vision and your goals and we’ll lend our expertise to help answer your questions.

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