January 30, 2024
Modernizing your brand should be on your radar. Great and sustainable brands reinvent themselves. Your brand is more than your logo, colors, fonts, or tagline. It’s the essence of who you are, and what you stand for, and it tells the story of how you deliver value to your customers. As your business evolves, so should your brand platform and how you express it. Here are some questions to ask yourself to determine if your brand platform conveys who you are today.
If it’s been more than five years, chances are your brand doesn’t reflect your current business needs. If your logo is more than 15-20 years old, put that on the table as well. Staying relevant to the market and competition is important in brand expression. A brand refresh can assure your audience you are keeping up.
Your brand should support and communicate your strategic objectives, whether it’s expanding into new markets, launching new products or services, or increasing customer loyalty. Also, consider micro branding if it’s not time for a brand update, but your portfolio, products, and services need special attention.
Your brand should differentiate you from your competitors and highlight your unique selling proposition. If your competitors have changed their branding or positioning, you may need to evaluate and adjust yours as well. Do you have a clear positioning and messaging strategy that sets you apart from the rest? Do you have a strong brand personality that appeals to your target audience? Do you have a consistent brand voice and tone that conveys your brand values? Updating your brand platform to set you apart is key.
If you’re in the education sector, your brand should reflect your academic offerings and attract prospective students. If you’ve added or removed programs, you may need to update your brand identity and marketing materials. If you have launched new programs or services, or expanded your reach or scope, you need to update your brand accordingly. Showcase your innovations and achievements. Highlight the benefits and outcomes of your programs.
As you ponder these questions, consider your next branding step. A strong brand can help you grow your business, increase your visibility, enhance your reputation, recruit, and retain talent—and boost your bottom line.
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Related reading: 3 Reasons You Need a Brand Champion