3 Reasons to Consider a Brand Refresh

By Jenn Alessi


Touchpoint is gearing up to unveil a fresh, new look! You may have seen a preview of the new look on our website, email signatures, or social media already. It’s an exciting time for Touchpoint as we have spent almost a year brainstorming new concepts, logos, copy, and more.

Taking on a brand refresh isn’t a quick process by any means. It takes long hours of collaboration, hundreds of revisions, and sometimes even starting from scratch after you “loved” that last concept. So why pile all of this on your plate when you have plenty of client or customer related work to do? Here are three reasons you might want to consider a brand refresh.

  1. Your look is outdated. Maybe you started your business 10 years ago and absolutely loved your logo. Now you can’t help but notice it looks old and isn’t putting your business in the best light. Your logo is almost always the first thing people see and judge. Not everyone has an eye for design, but they can typically tell whether it looks good, bad, old, or new. Sometimes it might be a simple tweak to the font, as MailChimp did in 2013, or it could be a complete overhaul similar to the Mall of America’s recent rebranding.
  2. You’ve outgrown your brand. This is a good problem to have. It’s possible your business only offered a specific type of product or service when you started and that’s what you built your brand around. Now that your company has grown and the product line has expanded, your brand should reflect that. It might mean completely changing the name of your company or dropping any specific words that limit your current product offerings.
  3. Your competitors have the same message. Why do people choose one business over another? Surely there is something that sets them apart. Take a look at what your competitors are doing. You might find that your brand messages sound far too similar. Be unique; make sure customers know that you can offer them something your competitors can’t.

Of course there are many other reasons you would consider a brand refresh. Maybe you recently merged with another company, your geographic location has changed, a new leadership team brought a new direction, etc. Whatever the reason may be, don’t let it become an overbearing, daunting task. It creates excitement and buzz around your company. All of your hard work is sure to pay off in the end.

*Keep an eye out for the new Touchpoint website launching Summer 2015!