Refreshing an outdated brand can have enormous power. Which begs the question, when is the right time for you to change?
There is always a variety of motivating factors from functional, such as adapting to new channels, to strategic, like building a brand that supports a social dialog.
What’s more, today’s digital landscape demands you always being “on” brand.
Companies are also being urged to have a louder voice when it comes to social issues, which too, is influencing visual expressions. Whether it’s social reckonings, COVID, or environmental issues more brands are thriving when they show they have a moral stance on something. Furthermore, diversity, equity, and inclusion and philanthropy are no longer tokenism as companies set specific targets in hiring, equality in pay and investment in the communities they operate.
It’s a brave new tech world
The immediacy of digital channels and social media demand brands be in— and of— the culture. People expect to engage with brands on their time. The way of the dodo went rigid marketing strategies and now a much more universally understood set of principles that can be used by anyone, at any level, in any role to showcase the organic nature of the brand is ideal.
As you head more and more into building relationships via digital devices, consumers expect seamless experiences with brands across all devices, whether mobile, watch, thermostat, or smart speaker. And as brands expand their reach, companies must think more universally about their brand voice throughout these mediums.
The new design toolkits must allow for comprehensive experiential language, encompassing visual, verbal, and emotive cues. You can no longer have a cookie-cutter website that looks like everyone else’s website if you want to elevate your brand position.
Ask yourself these questions
- Is your brand expressed through an authentic voice? Does it enable you to converse in the moment? Does the tone of voice feel human and relatable?
- Is it built for a digital-first world? Is it accessible across media and channels? Are there meaningful interaction patterns? Are there principles for motion and video?
- Is it designed to drive the business strategy? Does it resonate with key audiences? oes it express the values of the organization?
- Does it inspire your team? Can teams get inspired to do the most with the brand elements?
If you answered no to any of these questions, it might be time to explore an evolution of your brand. While updating your identity can be a big step, it’s crucial for a brand’s success and more important than ever in today’s competitive landscape.
Bear with me while I do the marketing agency equivalent of putting a “My child is an honors student” bumper sticker on my car. But after 12 years of working with brands like Rocket Mortgage, Disney, and more — brand strategy has become so important to me (founder of Unglitch.io). I’d love to evolve your brand. Learn more at Specialties.