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Am I suffering due to my old branding?

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Am I suffering due to my old branding?

When it comes to branding, if you’ve read our previous article on biggest rebrands of 2016, you’ll know that a brand represents the marketing image of company. We’ve also had a look at the outcomes of those brands having undergone large rebranding exercises.  

However, one of most crucial ideas we have yet to discuss is, "when do we know if our brand is outdated?"  

How to find out if you branding would be considered "old"?

When it comes to your own branding, deciding whether it needs an update or not can be a difficult task. There are a few questions you can try to answer, however, at the end of the day, it is up to you whether or not you’d like to make any changes.

Before that, it is crucial you understand what makes your brand "outdated" in the first place. There are many things that can be the cause of the issue. Here are a few that you could start thinking about today. 

Have you had a change of vision within the company? 

At times, businesses go through changes that will help improve the companies growth. However, sometimes ideas can be held back due to the branding not being suitable for purpose. For example, a drinks company using a logo of a drink icon to represent them, if they later down the line start selling sweets or confectionery, unless the branding changes, it can possibly confuse their target audience. 

This happens more than you'd think and it is something worth considering and can be one of main reasons as to why you may need to consider a change of image. 

Are you meeting the modern design standards? 

As far as reasons go for a rebrand exercise, this is perhaps the most common. Knowing new trends that are out there being used is crucial, and following these trends can help you get in front of your competition.

By not meeting modern design standards, you could potentially be damaging your own brand.

As stated in "Action Card - 11 brands branded stats crazier than Miley", it takes around 5 to 7 impressions to help get your brand remembered by an audience. Having an outdated logo for example can quite easily work against you as your brand may be lacking a modern feel compared to your competitors. 

How to prevent your brand from falling into the outdated stage 

When the time comes for a change, we have to decide whether the change would be would be good or bad for the company.  

Keeping up with the latest trends 

With new strategies being used on a daily basis, as designers, it is crucial to keep an eye out for what’s out there that is going to help drive an increased amount sales for your company.  

New social media platforms have become the centre of attention for many businesses. The likes of Snap Chat are a media outlet that allows users to view news stories as well as videos from their friends and businesses. 

As years go by, new strategies are used as well as new platforms developed that open up new possibilities to get the attention of potential audiences. 

We’ve released an article recently on how to stay up to date with the latest trends, it’s worth a read if you’re looking for ways to find out about the current activity in the online marketing world. 

Check out other successful businesses 

Businesses do go through brand changes every now and then. On one of the recent blogs we released, we showcased some of the changes large businesses have gone through in the last year. 

Looking at what your competitors are doing is a great way to gauge where you are in terms of the quality of your marketing. By having a looking at what your competitors are up to, you can see where you are in comparison to what they are able produce. 

The main objective is keeping an eye out on what’s out there. Seeing what others are doing is important and if you did something similar, how would it affect your business? Hopefully positively!

Branding statistics 

When it comes to finding out what's preferred for most users, there’s no need to reinvent the wheel as there are statistics out there already - just ensure they are from a reliable source! 

To help you out, we've researched a starting point for you! 

  • Colour increases brand recognition up to 80% 
  • 45% of people would unfollow a brand if it only contains self-promotion  
  • 72% of marketers say branded content is more effective than advertising in a magazine. 69% say it is superior to direct mail & PR. 
  • 55% of global consumers will interact with brands that are using more specialist and niche digital services 
  • For a user to remember a brand it takes 5 - 7 brand impressions 
  • B2B customers are more than likely to consider a brand that shows personal value over business value 
  • 84% of B2B marketers say brand awareness is their top goal 
  • 77% of B2B marketing leaders say branding is critical to growth 
  • Rebranding gives businesses a period of considerable growth 
  • Moving to modern trends and strategy helps sales
  • Rebrands can be complicated, time-consuming and costly. 
  • Rebrands gives you the option to connect with a new audience  

Back to the point, what are the effects of an outdated brand? 

When it comes to branding, it is a visual presentation of your business. Whenever a user ponders over a business name, the initial thoughts about a potential logo start to be formed. 

So, what sort of effects will your business have when it comes to outdated branding? Here are a few reasons as to why you should avoid leaving a branding exercise too long. 

  • It can be quite difficult to attract a new audiences, with the vast movement on design, new trends are used and your competitors are improving their businesses, which can easily leave you at the back of the line if you are not prepared. 
  • Your competitors may have an upper hand against you when it comes to online marketing due to a more refreshing and modernised appearance. 

Brands that did not do well with the new times

There have been a few brands in the past that have now disappeared from the front pages due to not meeting whats considered the standards of the "modern designs". 

We can’t forget Nokia, can we?

(Image Source: ADWEEK
 

We’re sure you remember Nokia quite well. They were the best manufacturer of handheld phones back in the early 90s - 2000s. However, things started to change later down the line when other phone companies began to advertise and produce better quality products. Mainly the rise of the smart phone killed them off. 

In 2011 when Nokia partnered up with Microsoft, the name Lumia started to appear across their new smartphones, and after seeing sales plummet, as many fans may have predicted, Nokia wasn’t getting any better even after a name change focus to Lumia.  

The year 2014 was when the drastic brand change took place when Microsoft decided to take away the "Nokia" out of the Lumia and started to release the phone solely without the name Nokia. 

Remember Sci-Fi? 

(Image Source: ADWEEK
 

We’re sure most of you remember the Sci-Fi channel or Syfy as it's known now after it's recent rebrand. The reasoning for their change is quite different compared to the example above, however, needless to say, many of the fans did not like the change at first

One of many reasons was due to Sci-Fi not being able to copyright the name, however, with the new name they were able to do so. 

So, what do you think? Is your brand outdated? 

As we have mentioned, it can be a difficult task to know if it is or not. However, we have hopefully given you some insight on how you can deal with an outdated brand and hopefully highlighted where you’re in need of a change. 

We’re sure many of you would agree, this thought process is not an easy task. It’s a job that needs to be well thought out and implemented to the highest standard. 

How we can help… 

When it comes to branding & design, our expert designers and developers are here to help you out throughout the process. From knowing the latest trends, what routes to follow, and how to get the word out there, they are here to give you the helping hand.

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