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Do I really need to update my brand?
The real answer is...It all depends...
First of all, do you really consider your brand as one of the most important things of your business? If not, just think for a second that your brand sumarises the personality of your business and it is what your clients will mostly remember when dealing with you.
A brand is far more than just your logo, it's everything that makes an impression, not only to customers but to everyone who is in contact with it. Since most people are driven to take decisions based on those impressions, you can't afford to have a week brand.
You can compare a brand to the way people dress, the way they talk and how they fulfil their promises, etc. Just like a lawyer wears a suit to negotiate a multi-million dollar contract or a doctor is always clean to project professionalism, your brand has to tell your clients what they can expect from you and it has to easily communicate your message, so they can remember you when they need your products or services.
Ultimately, your brand is an asset that has a value on its own, maybe it's not included as part of your balance sheet, but great brands sometimes worth more that the business itself. So, why not start building it with a small effort.
Things to take into account
This small list is part of what we analise when the question of re-branding (or evolving a brand) arises. Some of them are quite self explanatory but in any case I go deeper into each one of them in further posts.
-Does it reflects what I do and the way I want to be seen?
-Is it constant throughout all my company?
-Is it in tune with the times?
-Does it engage and inspire my customers?
-Is it different from my competition?
