Stealing Share's Analysis and advice

Updating a Brand

March 9, 2023

Updating a brand makes great sense

What if you find your brand’s meaning slipping away? Or do you believe your brand is not essential or fresh as it once was?

updating a brandSo, picture this – you’ve got a company with a brand that’s been around for a while. It used to be the talk of the town, but lately, it’s lost its spark.

Maybe the logo looks outdated, the messaging feels stale, or it doesn’t resonate with your target audience.

You might think, “Why bother updating a brand now? Can’t we just keep it as it is and save ourselves the trouble?”

Well, let me tell you why updating your brand is a smart move that can prevent many headaches down the road.

It’s like giving your brand a fresh makeover – a new haircut, some stylish clothes, and a dash of confidence that makes heads turn. Here’s why it’s worth the effort and how a brand refresh vs rebrand is a smart choice.

Stay relevant in a changing world by updating your brand

The business world is like a fast-paced dance floor – trends and consumer preferences constantly change. If your brand is stuck in the past, it will struggle to keep up with the times.

Updating a brand ensures it remains relevant and appealing to current and future customers.

As your business evolves, so does your target audience. You might want to appeal to a younger demographic or expand into new markets (we call it brand anthropology).

A refreshed brand can help you connect with these new audiences, making them feel like your products or services were tailor-made just for them.

Updating a brand builds trust and credibility

A tired, outdated brand can give the impression that your company is behind the times or not invested in its own image.

updating a brandOn the other hand, a modern, well-designed brand signals professionalism and credibility. Customers who trust your brand are more likely to choose you over the competition.

And updating a brand can boost employee morale.

Your brand isn’t just for external audiences; it’s also for your employees. A strong, updated brand can instill a sense of pride and belonging among your team.

It helps them better understand the company’s vision and mission, and they become brand ambassadors both in and outside the workplace.

Updating a brand to differentiate from competitors

In a crowded marketplace, a distinct brand can be a game-changer. Updating a brand can set you apart from competitors, highlighting your unique strengths and offerings. It’s like wearing a dazzling outfit that catches everyone’s eye in a sea of sameness.
Updating a brand reduces the risk of crisis management.
Let’s face it – sometimes, brands get into hot water. A misstep in marketing or an unfortunate incident can lead to a full-blown brand crisis.
By proactively updating a brand, you reduce the chances of such problems. A fresh, forward-looking brand is less likely to cause unintentional offense or confusion.

Future-proofing your brand

The world is unpredictable, and you never know what might happen. By updating updating a brandyour brand now, you’re moving towards futureproofing it. A well-thought-out, flexible brand can adapt to changes and challenges, ensuring it stands the test of time.

It is cost-effective in the long run.

Some might argue that brand updates are expensive but consider them an investment.

Regularly updating a brand can save you from costly brand repairs.

A complete brand overhaul after a significant crisis can drain your resources and tarnish your reputation, whereas consistent updates are more manageable and less disruptive.

Keep the excitement alive

Customers love novelty. An updated brand brings a sense of excitement and curiosity, inviting people to rediscover your company. It’s like launching a new product or service – it generates buzz and keeps your brand fresh in people’s minds.
A thriving company evolves with the times. Updating your brand is a natural part of that growth process. It reflects your company’s journey and willingness to adapt, showing customers you’re here for the long haul.
Updating a brand is like giving it a well-deserved makeover – it keeps it fresh, attractive, and relevant. Doing so prevents potential brand repair situations in the future, saving time, money, and headaches. So, don’t shy away from change; embrace it and watch your brand soar to new heights.

You should think about updating your brand

All that being said, updating a brand is not as costly or drastic as rebranding, and in many ways, it is a vaccine against having to rebrand or, worse, still needing a brand repair.

Stealing Share’s process is different from other branding companies.

Our point of view is different because we believe that brands are not static entities. The only thing stationery is your logo and identity.

The rest of the branding is fluid.

Updating a brand to be more persuasive

updating a brandYour brand is the permission to be successful. Everything you market and sell relies on that brand to help you claim any efficacy you have.

Most folks believe the opposite. They don’t think of branding as a means of persuasion.

They see the brand as an object that exists in a barren world.

They think meaning and preference for the brand come from marketing messages and sales efforts.

The exact opposite is true. Your brand’s meaning should direct your marketing messages and sales tracks. When constructed correctly, your brand must be persuasive in and of itself.

And that persuasion needs to adapt to subtle changes.

Just think briefly about how much your marketing has changed in the last year, if not the last few months. How you reach your target market is everchanging. If you don’t adapt, you will cease to be.

The nuances in persuasive branding change as quickly. And your brand needs brand management, updating your brand constantly.

Relevance and authenticity

These are your keywords. Be relevant and essential, and let your brand’s authenticity show.

Updating a brand should seem like adjusting your market position—just a tiny bit.

Outside influences change the positioning landscape, and you must adjust the brand’s place in that 3D map.

Our brand market research has told us customers and prospects value authenticity more than traditional value. There is so much noise in customers’ ears today that they have moved.

There was a time we thought of this as the information age. A few years back, we transitioned into the age of knowledge.

Prospects filtered out the noise. Updating a brand needs to consider this.

It is as much about getting to the prospect as persuading them. This entrance is where brand persuasion comes to the fore.

The paramount SPAM filter today is authenticity. If your brand is not authentic, you are worthless SAPM. You can break through if your customer thinks the brand is genuine.

We are saying here that authenticity is MORE critical today than a product attribute.

The brand is the root and trunk of the authenticity tree. If the tree is hollow, it will not stand.

If you don’t, your competitors will force your hand

Your market today is competitive. Not a place for the timid.

updating a brandAdjusting your brand to represent authenticity is our goal in updating a brand. This adjustment is needed because authenticity is a moving target.

Deeming a movie authentic years ago seems contrived and silly now. If a director and production house could adjust that perception— they would.

Luckily, your brand is not a movie. You can adjust a brand and tweak it to keep it center stage.

If you don’t, you run the risk of being just nostalgic. Then you will need brand repair, which is more significant than updating a brand.

If you need an adjustment, we will create that stage for you. Call us.

The result is an essential and authentic marketing message to the time and audience.