Trends come and go. Some trends last longer than other but eventually, they all become “retro,” a thing of the past.
So as a business owner, should you follow trends or avoid them?
The answer is both. In today’s post, we will share our schedule to achieve a relevant yet consistent brand throughout time.
Mistake #1: Trend Chasing
If you change your logo, fonts, and website every time you see a competitor with a fancy new brand, then you are a trend-chaser. Trend chasing is a dangerous habit that breaks the number one brand rule: be consistent.
Trend chasing is a dangerous habit that breaks the number one brand rule: be consistent.
If you are constantly changing your brand identity, then you are wasting your money, time and effort.
A brand that is updated too frequently will face these challenges:
- Confused customers
- Cost money
- Requires time and effort
If you are constantly updating your brand identity, this may be a sign you are not investing in the right strategy or maybe you don’t have a strategy at all.
If you need help with you brand and marketing strategy checkout our Brand Bootcamp Course. Strategy isn’t just for corporate guys at the top, you can build a strong brand too and we can help you get there.
Mistake #2: Never Adjusting Your Brand
On the other hand, if you never adjust your brand identity to stay relevant then your brand may be outdated.
Studies show that your brand directly affects how customers perceive your value and trustworthiness.
If your brand is outdated customers will have a negative opinion of your company, including:
- Your quality is bad
- You are disconnected with customers’ needs
- Your customer service will be slow
- You are incompetent or incapable
- Your website is not protected and secure
- You’re not worth the money
Ouch, this list is just a small example of the negative comments customers make about outdated brands.
Even if none of those opinions are true, perception is a reality when it comes to branding. You do not want to risk these negative perceptions in your own business.
perception is a reality when it comes to branding
When should you update your brand
Here is the formula we use to keep our brands updated yet consistent.
Update Every Two-Three Months:
- Replace header images on social media accounts
- Update imagery on website and homepage
Update Every Six-Twelve Months:
- Change out Marketing Publications
- Welcome Magazines
- “Look Books”
- Digital graphics
- Advertisement or mailers
- Business Cards
- Refresh content (writing) on website
- Refresh website to follow any new best practices
Update Every Two-Three Years:
- Update decorative brand fonts
- Update secondary brand colors
- Refresh or rebrand logo
- Refresh or redesign website to reflect website best practices & new branding
Download the brand update schedule checklist.