9 signs you should update your branding
When is it the right time to refresh your brand image? Without a compelling reason, you could be throwing away years of accumulated customer trust and brand awareness.
Is it time to change up your branding?
This seemingly simple question is fraught with peril. Changing your organization’s identity when it’s not necessary is a waste of time and money, yet waiting too long can be disastrous.
When should your brand get a refresh or even a complete overhaul? Here are nine red flags that communicators should watch for and address:
1. Your brand mission has evolved.
As market conditions and strategies change, businesses change. Often firms end up in a much different place from where they started and it’s necessary to rework the brand to keep up.
A good example is CVS Caremark. The company was initially a combination of CVS, a regional general store/pharmacy, and Caremark, a pharmacy benefit management firm. Over time, it evolved into a healthcare giant with so many components under one roof that they changed their branding to “CVS Health” and positioned the company around a new purpose: helping people on their path to better health.
This reorientation changed many things, including their decision to discontinue cigarette sales in all stores.
2. Your brand has become constraining.
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