In today’s business climate, a brand that stands still for too long will be run over by the next new success story. Relevancy is one of the benchmarks by which consumers judge your brand. If your marketing doesn’t reflect the fact that you’re on top of your game, customers will go somewhere else. But how do you know when it’s time to make a change? Start here:

1. You want to appeal to a different demographic – If you have a loyal customer base but want to grow your business and your profits, you need to reach out to a new demographic for new customers. Updating your brand image so it appeals to a wider audience can be a good first step. For a different approach, consider a target-specific campaign to get the attention of your desired customer.
2. You’ve made changes to your product or service line – When you add new products or services to your line, you have to tell the world. This is a great time to reevaluate your brand and be sure it reflects not only your existing products, but also what’s new. If not, an update makes good sense.
3. Your logo and positioning line are dated – Like the clothes in your closet, color palettes, fonts and design go out of style. Those styles may come back into fashion, but do you want to hold on to those shoes – or that logo – for the next 20 years? Unless retro is a part of your image, updated colors and fonts can help you enter the 21st century. The change doesn’t have to be drastic, just fresh.
4. Your collateral materials look dated – You should really make a change to your brochure if the woman pictured on the front is at a desk with a rotary phone. While that may seem obvious, other images and even phrases that are not so obvious may no longer be relevant. Time for a change.
5. Your industry has changed – Whether you sell security systems or hamburgers, chances are good that your customer and your industry has changed over the last 10 years, if not fewer. Your brand should tell customers and prospects that you remain on the cutting edge of your industry and you want their business.

With new stores and entertainment options, Merle Hay Mall in Des Moines, Iowa called on HenkinSchultz to help them freshen up its brand and its image. They knew it was time – and the results are fresh, playful and appeal to a wider audience. They love their new look – and it brings in the shoppers they’re trying to attract. In the end, a marketing makeover not only helps you reach your target market, but often injects new energy into the company and its employees. Call us if you think it’s time for to take a fresh look at your branding.