Is Your Brand Tired?

And how will you know when it's time for a refresh?

The truth is, your brand matters. A lot. Particularly in the eyes of your customers, who identify with your business, support it, and promote it for you. Help them help you. It's time to put your best foot forward. 

At BOYLE+PARTNERS we're all in on the importance of evolving a brand over time to keep it relevant – without having an identity crisis. Refreshing your brand is so much more than a logo tweak or a new coat of paint on the corporate identity. Done right, a rebrand can have significant financial results. 

First, what does a brand refresh actually entail? 

As distinct from a complete redesign – for example, due to a merger, acquisition, ownership change or some other business dynamic – your brand refresh should deliver your sharpened brand promise and give your business new life (and new customers.)

To get your target audience to select you over the competition; to see your business as the primary provider of the solution to their problem or need, that is where your brand aspirations should live. Your brand needs to live in the hearts and minds of your customers, old and new. It should consistently encompass everything from design through tone and voice of communications, storytelling, perceptions, relationships, environments and experiences = brand value. 

Brand value not only creates loyal customers, but it creates loyal employees. Brand gives them something tangible to believe in, to aspire to, and should be integrated into all interactions from the recruiting process to on boarding, and firmly entrenched in HR communications. 

Is your current brand distinct in the marketplace? Does it tell your story? Here’s a checklist to help you decide whether it’s time for a brand refresh:

• How old is your brand identity?
• Does it accurately represent your business?
• Has your business outgrown it?
• Is it distinctive? Memorable? Purposeful?
• Does it create an emotional connection with your audience? With you? 

It’s important to remember that, while your current brand identity may not pass muster, it has built up equity over time. Tread carefully if considering a complete overhaul, as you can risk alienating established customers and damaging the brand perception. Rejuvenation comes in many forms. 

The battle for customers’ attention intensifies daily. Your brand needs to cut through that clutter as your business could depend upon it. 

We're here to help: hello@boyleandpartners.com.