Does my brand need a refresh?
A guide to creating and conducting a brand design wellness check for entrepreneurs and small businesses
Retail is back on the scene—breakout brands are taking the markets by storm and talk of the ‘Great Resignation’ is streaming through the airways. Store shelves and social media outlets are brimming with newcomer products while established brands are sporting fresh, new looks. It’s an exciting time, and all this buzz around retail may have you thinking about your own brand. How does your design measure up in our post-pandemic era? Whether this means designing a new brand from scratch, giving your brand a quick refresh, or a diving in on a full design overhaul, the reopening of retail, and the explosive growth of social media and digital markets makes this the perfect time to improve on our brand’s visual presence.
We‘re no strangers to brand-building—as entrepreneurs, we know that the right branding is key to the health and wellness of our small businesses. But, before we get caught up in the middle of a brand design project, we first need to establish some measure of where we stand with our customers and clients—our brand’s point A. One of the best ways to find that starting point is with a brand design wellness check. Simply put, a design wellness check examines the state of your brand’s visual presentation and how well the branding system in use represents your business. Design wellness checks are most effective when you have a broad range of input, so you’ll want to collaborate with your team to get the best results. Here’s a quick and easy set of questions to start with and some other helpful tips to try as you develop your own brand’s design wellness check:
Questions to Ponder
How long has it been since your brand launched? Or When was the last rebranding or brand refresh?
Brands live in real time, and like us, they should aim to keep up with contemporary styles. Think of it in fashion terms: brands, like clothing, go in and out of style. Even brands with a “retro’ or ’vintage’ brand story will want to tidy up their looks periodically. A good standard to follow is the five year rule—a healthy brand should get a good refresh about every 5 years. If it’s been more than five years since your last refresh, you might even consider a partial or full rebranding.
How has your business grown or changed?
As our businesses grow and evolve, we want to be sure our brands are still reflective of what our business has become. A lot can happen in a short time! If there has been a shift in what you are producing, or if the business has expanded, changed leadership, or moved, etc. these are all good indicators that your brand is ready for a visual update.
Methods and Practices to Consider
Cozy up to your companions and assess the competition.
Take a good look at the other brands around you. Pay careful attention to those brands that are similar to yours (i.e. the ‘competition’) and to your companion brands — the brands whose products and services your customers would purchase to use along with your own. Taking a look at the design of similar and complementary brands will give you a good idea of what your customers are attracted to and let you know how your brand measures up.
Ask around
Another good method is to poll your brand design wellness check team, and other trusted folks around you, about their favorite brands and what they are buying. Be sure to ask a broad range of people within your target market—from Boomers to Gen Z— to make sure you get a complete picture. If your brand seems a bit lackluster compared to your contemporaries, or if your audience poll showed more excitement around other brand’s design, it’s probably a good time for a refresh.
Schedule a follow up.
Change can be rapid and unpredictable, especially in a social media centered marketplace. Even if your brand passes your design wellness check with flying colors, you will want to schedule regular follow-up checks with your team to keep up with any new developments in your industry or the market. Set a calendar reminder to revisit the brand design wellness check every six months to stay on top of your brand’s visual style.
Whether you are a small-business veteran, or getting ready to launch your first business venture, staying on top of your brand’s visual presence is one of the best ways to stay relevant in a rapidly changing atmosphere. With collaborative teamwork and regular follow-ups, brand design wellness checks can go a long way in keeping your business looking contemporary and fresh.