Want to know the primary reason so many businesses shy away from refreshing their brand? They aren’t convinced it’s worth the time, money, and effort. 

A strong brand is more than just a logo—it’s a vital part of your business strategy. Done right, your brand will make your business memorable, differentiate you clearly from competitors, and communicate your values effectively. In this way, your brand becomes a strategic asset that drives customer loyalty, supports marketing efforts, and helps achieve your business goals. 

If you’ve been on the fence about why brand strategy is necessary, these ten signs show how it can directly impact your success and why it’s an investment you can’t afford to ignore.

1. Your brand is not resonating with your target audience.

If your target audience isn’t feeling a connection with your brand, it’s a clear signal something’s off. Maybe your brand doesn’t reflect their current preferences or lifestyle. Refreshing your brand to better align with your audience’s values and interests can help you forge stronger connections and build loyalty, just like how skincare brand Glossier refined their identity to resonate with a millennial and Gen Z audience.

2. Your visual brand is outdated.

An outdated look can make your business seem out of touch, leading customers to turn to competitors who feel more current. Updating your brand doesn’t mean throwing everything out, but making tweaks to stay current with industry trends and audience expectations. If your brand looks like it belongs in a time capsule, it’s likely time for a change. Consider how brands like Chobani revamped their visual identity with more modern designs to stay relevant and appeal to today’s consumers.

3. Your competition is ahead of you.

When competitors consistently outperform you, it’s often their brand is more appealing to the market because their messaging, design, or overall presence feels fresher and more relevant. And if you are/feel like the leader in your industry, you have to remain vigilant to disrupters coming for your crown. The landscape is littered with startups that built fresh, approachable brands and shook the giants off their thrones – Warby Parker, Airbnb, Canva are all great examples of this.

4. Your business has evolved.

As your business grows, so should your brand. If you’ve expanded your services, entered new markets, or shifted focus, your brand needs to reflect those changes. A brand that accurately represents what your business stands for today can attract the right customers and set the stage for continued growth. For instance, if you started as a local coffee shop but now operate multiple locations, your brand should reflect this broader presence.

5. Your messaging isn’t clear.

Clear, concise messaging that aligns with your business goals helps customers quickly grasp your value proposition, making your brand more effective. How to know if your messaging isn’t landing? Low social engagement, high website bounce rates, and repeated questions from prospects all indicate muddy messaging. Slack created a great example of clarifying their messaging when they switched to emphasizing their platform for ease of use as a collaboration tool.

6. You’re not attracting the right customers.

If you’re pulling in customers that don’t fit your ideal profile, it’s likely your brand is sending mixed signals. Whether it’s your visuals, tone, or messaging, a brand refresh can help you refocus on attracting the ideal customer. For example, if you’re a luxury brand but attracting bargain hunters, it’s time to reassess your branding elements.

7. Your brand isn’t consistent.

Inconsistencies in your branding across different platforms can confuse your audience and dilute your message. If your brand looks one way on social media and another on your website, it’s time to tighten things up. A refresh can ensure a cohesive and unified presence, no matter where your audience finds you, helping build trust and recognition.

8. Your brand isn’t memorable.

A forgettable brand is a problem. Prospects won’t buy from you, your network won’t refer you, and *existing* clients may turn elsewhere when they need more help. If your brand isn’t standing out from the competition or making a lasting impression, a refresh can help you create something more unique and impactful. Think about iconic brands like Apple or Nike—they’re memorable because they consistently deliver a strong, cohesive identity.

9. Your brand isn’t scalable.

If your brand feels like it’s outgrown its original framework, it may struggle to keep up with your business as it expands. A refresh can help make your brand more flexible and adaptable to new opportunities, ensuring it can scale with your growth. Look at how Sweetgreen evolved its brand as it expanded from a small salad shop to a national chain with a focus on healthy living.

10. You’re not achieving your business goals.

If your brand isn’t driving the results you need, it’s time to rethink your strategy. A brand that aligns with your business goals can be a powerful tool in achieving success. Refreshing your brand can help you realign your efforts and get back on track, much like how Old Spice did when they revitalized their image with humorous, memorable ads and updated packaging, leading to a significant boost in sales and a resurgence in popularity.

There’s no shortage of things to work on within your business, but that’s no excuse to neglect your brand. If you haven’t *actively* worked on your brand within the past three years, you’re due for a refresh. Schedule a complimentary call today to discuss what you need and how we can help!