How often should I refresh my brand? BY SARAH GARNER
From the clothes we wear, hairstyles we rock to even the accessories we flaunt, they all change as we grow. Sure, we’re the same person at our core but on the outside? We’ve evolved. The same goes for your brand. As your business matures and evolves, doing the same old thing with your branding often doesn’t cut it anymore. To avoid your biz donning the mullet and hipster jeans (honestly, what were we thinking?!), we’re sharing 3 times to consider a brand refresh.
YOUR BRANDING DOESN’T LIGHT UP YOUR DREAM CLIENTELE Customers in 2020 are smart. Like super smart. They consume hundreds of pieces of media a day to know when a brand is doing their sweet thang and when a brand has forgotten to get with the times. They’re also ultra-quick decision makers and use the face value of your brand to make instant decisions about how they feel about your business. Savage right?! This alone showcases how important it is to be on top of your brand game. A solid brand lets potential customers know who you are and what they can expect from you the moment they come into contact with it. It stands out in the eyes of your customer and feels fresh and attention-grabbing in a crowded
industry. From the look of your logo, emotions evoked by your brand colours to the fonts and taglines used to introduce yourself, these branding elements are all strategic decisions that you can make to reach your dream client. If your dream client is forwardthinking women in their 30’s but your brand is giving them more 1980’s retro chic, then it’s not enough to light them up and win their business over the competition. In a world where your brand introduces you before you even speak, a refresh is a must when it’s not connecting you with the right people.
YOUR BUSINESS IS TELLING A DIFFERENT STORY THESE DAYS It’s very common for businesses in the hair, beauty and wellness industries to evolve and become more niche than they were to begin with. Whether you’re a salon that’s transitioned into offering strictly skin treatments, a business that’s introduced a whole new wellness menu or a hair studio that’s now the go-to for toxin free hair services, these business achievements need to be proudly represented in your branding.
