Is it time to refresh your branding?

With globalization and the rise of social networks, your branding is a crucial element that cannot be neglected. Yet, despite its crucial importance, branding can sometimes be relegated to the background and overshadowed by daily emergencies or short-term goals. How do you know if the time has come to dust off your brand image? This article will help you determine if it's time to refresh your branding, by asking you about some key elements of your brand.

When was your last rebranding?

This is definitely the first question to ask yourself. Brand development and business growth, regardless of whether it's an ecommerce site or a store, rarely follow linear growth. After a few years of existence, the chances are high that your products are no longer the same as when you started, and the same for your customers.

On the other hand, this logical evolution can be problematic when the products, the design, the messages or the management of social networks and advertisements are no longer in line with your customers or your products.

The importance of brand consistency is emphasized in a study by the Marq Agency, which shows that a consistent brand can see its turnover increase by 10 to 20%.

Are you up to date on the latest trends?

Being in step with the latest trends is paramount for any brand that wants to maintain its relevance. Eco-responsibility, social inclusion and digital accessibility are not just trends, but fundamental values reflecting the expectations of many consumers.

Your branding must therefore embody these principles through your products, services and communication. For example, an eco-responsible fashion brand must ensure that its commitment to sustainability is clearly visible on its packaging and web design. Otherwise, it runs the risk of missing an essential connection with an environmentally conscious public. Similarly, promoting diversity while maintaining a homogeneous image creates a dissonance between your displayed values and your brand image.

Digital accessibility, which is often underestimated, plays a crucial role in inclusion. In addition to improving SEO, you are expanding your reach to 12 million people with disabilities in France. Rebranding offers the perfect opportunity to realign your image with these essential values and thus demonstrate your commitment to a more inclusive and environmentally friendly society.

Does your design really match your brand and industry trends?

In a saturated market where every detail counts, the alignment between the design of your brand (website, emails, packaging, etc.) and the identity you want to project is crucial.

Here are some unmistakable signs that indicate that design rebranding is necessary:

• Discomfort when taking out your business card: if the idea of distributing your business card makes you uncomfortable because of its outdated or nonprofessional design, it clearly indicates that your visual identity no longer corresponds to the current standards or the image you want to project.
• Lagging behind on current color trends: colors play an important role in the perception of your brand. If your color palette is outdated or out of step with current trends, it can not only affect your brand's esthetic appeal, but also its effectiveness in communicating its values.
• Logo readability issues: your logo is often the first element of interaction with your brand. A logo that is difficult to read or understand can compromise how recognizable and memorable your brand is. The change does not necessarily have to be drastic, as illustrated by the evolution of the Coca-Cola logo over time.

Is your brand facing significant changes?

The evolution of a company is often punctuated by major changes: modification in management or staff, diversification or renewal of your offerings, emergence of new competitors, etc. These changes often require an adaptation of your branding to remain coherent and effective.

Netflix provides an excellent example of responsiveness to change. Originally a DVD rental service by mail, Netflix has pivoted to become a leader in streaming. It is a real case study on this point, as Netflix has been constantly adjusting its brand image since 1999. A way to reflect its innovative positioning and its ability to anticipate or respond to market developments.

Is your target audience still the same as when you started?

Markets are evolving, and with them, so are the target audiences. A brand initially intended for a young and urban audience may find, over the years, that its products or services now attract an older or more diverse clientele.

Spotify is a good example of adapting to an evolving target audience. Launched as a music streaming platform primarily for urban young adults, Spotify has expanded its offering to include custom podcasts and playlists, attracting a wider and more diverse audience.

Similarly, the French streaming service, Deezer, did not hesitate to completely revise its logo, and ultimately its identity, while redefining its values: bold, fresh and offbeat.