You know that feeling when you’re staring at all the items in your closet and… they all feel like they belong to someone else? Those pieces don’t fit right. This one just doesn’t feel like it fits your overall aesthetic. And that dress in that color? What were you thinking?
It’s not just clothes that can start to feel stale and out of touch. Your brand can start to feel a little “last season,” too.
Now, that doesn’t mean you should bow to the latest brand trends and update your business with new, shiny templates. We’re also not saying that you need to rebrand your business every time you get a little bored or want to jazz up your graphics. Quite the opposite, in fact.
Before we tell you when it’s time for a brand refresh, though, let’s dig into which parts of your brand might need a little extra love.
There are four elements of brand chemistry:
When you feel like your brand is “off,” we’re betting it’s in one major category: The visual. When things don’t look right, they don’t feel right. But before you go and rebrand the look of your business, take a minute. Wait a beat. And ask yourself: Are there any other pieces of my brand that don’t feel right? While the visual might feel like the most obvious or easiest to fix, we’ve found that it’s usually the least important element to update.
Most often, when we talk to clients and leads, their business hasn’t felt right for a while… and they’re hoping the visual “facelift” will help fix how they feel underneath. Dear Reader, it never works.
We want to save you that heartbreak and help you understand when a brand refresh is needed — and which elements you actually need to update.
Ready? Let’s dive in.
We’re skipping the visuals for a moment and diving right into the deeper end of the branding pool. The tone of your brand, or your voice, is often one of the most underestimated elements when a brand feels “off.”
If you’re thinking you need a brand refresh, you might need to focus on the tonal elements of your brand first if:
What if you paired a strong brand voice and copywriting with the current visual aesthetics you have right now? What would happen?
Could you punch up those graphics? Convert more people with your content? Have leads saying, “It’s like you get me!”?
All of that and more is possible with a little refresh on your brand’s tone.
connected with relationships between people.
Your brand’s interpersonal elements are some of its most important because it’s all about the people you want to serve.
Think about it beyond your brand: Have you ever interacted with a customer support person over the phone and had a horrible experience? We bet that affected your willingness to support that brand in the future.
While your brand may not have a customer support team, you do have interpersonal elements scattered across your brand. The autoresponder you have on your email. The welcome sequence you have attached to your lead magnet. Your discovery or fit calls. Your onboarding process. Your client gifts. Your response times in your DMs.
All of it matters because it’s what makes your brand feel personal to your ideal customer or client. When you’re thinking of a brand refresh, focus on the interpersonal element if:
We’ll admit that the interpersonal element of your brand can feel overwhelming when you “just want to refresh things.” But when you dedicate time, energy, and resources to streamlining operations, elevating your client/customer experience, and delivering your best work, it’ll pay off.
The intellectual element of your brand is how you connect with your audience and potential customers or clients. It’s the marketing element, the messaging, and the way you share your values and work with the world that makes people shout, “I wanna work with you!’
But when you’re feeling your brand stagnate, you might be worried about the marketing content you’re putting out there. Your Instagram graphics. Your email newsletters. The podcast or YouTube you started but can’t keep up with, and so on.
Can your audience feel that things are getting a little… stale? (yes, yes they can.)
Here are a few signs that you want to focus your brand refresh energy on your intellectual elements:
These are all really important signs that things need to change in your marketing and messaging department. Rather than focus on graphic templates or a new site, focus on getting to know your audience as they are now. Odds are, you’ve evolved a lot. Make sure you know what to say, who you’re saying it to, and where you’re saying it.
A critical element of the intellectual part of your brand? Your offers. New or changing offers are often one of the biggest reasons we see people searching for a brand refresh, new brand, or sister/sub-brand.
If you’re feeling like there’s a disconnect between your offers, your brand, and your audience, focus there. (Visuals won’t fix poor-fit offers.) Ask yourself:
Most online business owners have created a whole library of offers and, as they’ve grown, realized they never longer fit what they want to do. Part of “elevating your brand” is acknowledging when an offer is taking away from where you want to focus. Make sure to cull the offer list and streamline your website so that your audience can work with you in a way that serves everyone involved.
Hopefully by now, you’ve seen that there are other reasons to complete a brand refresh — and it may be time to liven things up a bit in other areas of your brand. But if you feel like you’re on solid footing in those three other areas, we can talk about the visual element of your business.
Your brand may need a visual refresh if you:
We left the visual element for last because most people think that a quick “brand refresh” is just a new template pack and maybe a new font. But the visual element goes so much deeper than that. When we work with our branding clients, we get to know the client’s brand, their audience, their values, and more before we develop and define the brand standards.
Why? Because a brand isn’t just colors, logos, and fonts. It’s a story and a way to connect to your audience. You want to make sure the visuals relay all of that!
Usually, when people review all the elements of a brand refresh and areas to improve, they get a little deer-in-headlights.
It’s a bit more extensive than a quick Canva trip, huh, doll? But don’t fear. That’s why Rendezvous is here!
Rather than ONLY designing the visual elements of a brand or website, defining your brand voice, revamping your offer suite, OR creating a stellar customer experience… We help you do it all.
Most importantly, we do it in a way that’s aligned with your vision for your business. Rather than offering one piece of the brand pie, we offer you the entire pie — and we serve it up in delicious ways. We also operate as a united team, integrating each other’s skills and strengths to bring the best to your project.
No more juggling multiple contractors or working with agencies that just outsource work to the cheapest option… only to watch your vision fall apart. Get expert attention on all the elements that make your brand GRAND.
Want help refreshing your brand and turning it into the masterpiece you know it can be?
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