Some brands seem to have life eternal – Nike, Coca-Cola, BMW. Everyone knows these and other power players of our time, and while they’re in a league of their own, even these big hitters have to make tweaks to their brand and image over time to stay relevant with their audience.
You should be doing the same, but exactly how often you need to refresh your branding can be a bit nuanced. Here are some things to keep in mind as you consider the question of how frequently to refresh your branding.
Brand Evolution vs. Revolution
Trends evolve annually, but even the most fashion-forward of us aren’t going to refresh our brand that frequently unless it becomes necessary (like if you merge with another business or undergo a major business change). After all, brand recognition is built on consistency. Too many haphazard changes is just confusing.
Instead, it’s helpful to consider your brand’s look and feel in terms of an ongoing evolution rather than waiting to drop a full-scale brand revolution. This type of approach enables you to make smaller upgrades on a more frequent basis to keep your style fresh and relevant to your readers.
3 is the Magic Number
These brand refreshes should be considered every three to five years, though this may vary depending on the medium in question. For example, websites, email templates and social channels benefit from upgrades like a new font or other visual refreshes that modernize the brand every three-ish years, whereas printed materials can be stretched a bit farther.
With everything, the general idea is that you’re always continuing to move forward – even if the updates are subtle. You need your brand to represent your business as it stands today (and tomorrow) – it can’t be stuck two decades in the past. If it is, you’ll immediately lose credibility before you even have a chance to earn it.
Call Us Today to Get Started
If it’s been 8, 10 or (gasp!) more years since you’ve thought about your logo and brand, it’s time to call us at The Found Gen. We can help revive your brand and keep your messaging and design on point for the future.