Contributed by Jocelyn Ring, Brand Strategist

Like clothing and hairstyles, brands need to refresh to stay current too.

First impressions matter and a brand that’s not visually appealing or looks dated can send the message to a potential client or customer that your business is out of touch. As a business owner, your brand needs to be aligned with who you are today–it needs to evolve and transform as you grow. As you level up, so should your brand.

Before we dive in, let’s get clear on what we mean by your brand. Your brand is anything that a person interacts with that gives them an impression of who you are and what you do. This includes your logo, typography, colors, photos, marketing materials, ads, videos, website, social media posts, packaging, signage (to name a few!) 

So, how do you know it’s time for a fresh look? Here are 5 questions to ask yourself:

01

When was the last time you refreshed any of your visual brand assets?

Large organizations do brand overhauls every 5-7 years. Smaller, more agile businesses that adapt and change their offerings more frequently refresh their branding every 3 years.

While you don’t want to get caught up in styles that are “trendy” you do want to align your brand fundamentals with the times and optimize them for the way people consume information.

If your brand has remained stagnant for the last couple of years, it may be time for a refresh.

02

Did you DIY or work with a pro?

Chances are, if you went the DIY route, it could be time to up-level your brand elements. Doing your branding yourself is a great approach when you’re just starting out or experimenting with a new offering. But, if you have some traction, you understand your client’s needs, and your market, it’s probably time to invest in yourself and your business so that outside looks as good as the inside.

03

Are you expanding?

Are you scaling your business or moving into new markets? Is your strategy less about relationships and word-of-mouth and more about cold-traffic and building the know, like and trust factor with people who are new to you and your brand? If the latter, you need to make a first impression that will prompt people to respond to aptly your call to action (e.g. sign up for your newsletter, give you their email, take a call from you, or respond to your pitch.)

When entering new markets or launching a more sophisticated advertising and marking and communication strategy, you’ll need to have a polished and professional-looking brand to help you break the ice and up your credibility factor.

04

Has your product or service evolved?

2020 was the year of the pivot and many businesses shifted resources and changed their business model to adapt to the current reality. While some made minor shifts, others completely changed their offerings, client base, and brand positioning. If a pivot puts your business in a new category, it’s likely time to rebrand so you have clarity for yourself and for your market. If your brand doesn’t communicate what you do today, for whom, and how you do it, you can risk confusing potential clients and losing out on new business opportunities. Confused people don’t buy!

05

Is your business a personal brand?

These are typically consultants, coaches, and thought leaders that do business under their own name and sell their expertise as a service. When you look at the current branding, does it accurately reflect who you are today, what you offer, and the work that you do?

Just like you’ve evolved, through experience, training, refining your process, and the value you deliver, your brand needs to match. You’ll get your yes or no answer from an inner knowing...you’ll feel this one and know that it’s time to build a brand that reflects where you’re taking your business. 

If you’ve asked yourself these questions and you’re still not sure what the next best step for your brand is, a Brand Audit can help. 

You’ll get a professional's eyes on your brand and business and suggestions for improvements. As a member of Women Entrepreneurs Inc., I’m offering $500 off a Brand Audit, regularly $1,500, to you for $1,000

About JOCELYN RING

Jocelyn Ring is a brand strategist, facilitator and coach for purpose-driven businesses. During her 20+ years in business, she has helped solopreneurs, small businesses, and multi-billion dollar global companies in manufacturing, technology, healthcare, hospitality, consumer goods, fashion, thought-leadership, and professional services. She and her clients co-create brand positioning, mission, vision, and values that are grounded in the company’s strengths and uniqueness–no “fake it til you make it” here! She’s been described as a horse-whisperer for businesses since she deeply connects with and gets her clients. Along with their powerful new brands, her clients leave with a newfound sense of confidence and clarity about themselves AND their clients so they can lead with integrity and achieve their goals.

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