We get it. You invested a lot of time and energy into your branding in the early stages until…Eureka! Everything came together and you had something that perfectly represented your business. But a brand isn’t static. Even if you got your branding perfect first time, tastes and technologies inevitably shift, and things start looking tired. Even the most successful and recognisable brands need to mix things up. If any of this resonates, it might be time for a brand evolution.

In this article, we show you how to revamp your branding without going back to the drawing board.

What is a Brand Evolution?

A brand evolution offers a refresh rather than a complete rebrand. Think of it in terms of a home renovation project. It’s not a full demolition job, where everything is torn down and rebuilt from scratch. It’s got good bones; it just needs a fresh lick of paint. What’s good about a brand evolution is that it offers flexibility. A rebrand means overhauling everything, from your logo and website to brochures and business cards. With a brand evolution, you choose which bits to tweak. Or, coming back to the house metaphor, you work room by room.

Where Do I Start?

We work with a lot of growing businesses looking to evolve their brand and take it to the next level. Our strategic sessions help them to clarify their vision and give a sense of direction.

These are some of the things we cover:

  • Conduct a brand audit

Take stock of your brand. Conduct a SWOT analysis to figure out what’s still working and what could be improved. Remember to look at your branding through the eyes of a potential client. You should seek feedback from trusted clients and team members using surveys and questionnaires.

  • Check out your competitors

You should also look at what your competitors are doing well and, more importantly, identify things that you could do better. Compare the brands in your space. Are your visual identities similar and should you be doing more to stand out?

  • Revisit your objectives and messaging

Clear objectives and key messaging are the foundation of your brand. They set the tone for how you position yourself in the marketplace. Ask yourself: does our messaging actually reflect our current business priorities?

  • Think about your audience

Has your client based changed? Are you trying to reach a new audience? If not, are your clients’ expectations and pain points still the same as they were? It’s crucial to have a detailed understanding of your audience  to guide your branding decisions.

What Steps Can I Take to Evolve My Brand?

The steps you take to evolve your branding will depend on what stage your business is at, and what you want to achieve. Here are a few ideas to get you started:

  • Update your website

Check that your web copy is still accurate, that the key messaging aligns with your current business goals, and that the tone of voice reflects the audience you want to be addressing. You may also want to add new functionality to optimise your customer journey and boost conversions.

  • Refresh your visuals

Remember, we’re not talking about a full visual rebrand here. Even a few small tweaks to your visuals can make your brand feel more current. You could inject a new colour into your palette, simplify your logo, or create some new assets for your content library.

  • Update team photos and bios.

Most bios are written when a team member first joins an organisation. Online profiles need to be kept up to date so that they reflect everything your team has to offer now.

Don’t leave it too long…

Refreshing your branding may not be top of your list of strategic priorities, but it’s important to keep it on your radar. If not, you could end up with a much bigger job on your hands than you anticipated. When a brand is left to stagnate, it can become obvious to potential clients very quickly. Your brand needs to keep pace with your business growth so that it doesn’t end up holding you back.