1. Your Brand Doesn’t Appeal to Your Audience’s Emotions
Does your brand inspire, motivate, or cheer up your audience? If it does, you’ll usually see a lot of engagement on social media, plenty of shares and comments, positive reviews, and, of course, good sales. If not, well, you may have a problem.
You may be selling great products and providing excellent customer service, but if you’re not appealing to your audience’s emotions, you could be quietly losing ground to your competitors. That’s because people are more likely to buy from, follow, and engage with a brand that connects with them on an emotional level.
Establishing an emotional connection with customers is more important than customer satisfaction, according to a Harvard Business Review study. It’s one of the major reasons why companies create a new identity.
- Your Brand Isn’t Memorable
When customers don’t remember your company name, it’s a clear sign that you need to rebrand. And fast. A 2014 study found that out of 100 students familiar with the Apple brand, only one could draw the Apple logo from memory. Less than half were able to select the right logo from a selection of altered logos. If people have a hard time remembering the Apple logo, imagine how much harder it is for them to remember a brand name that’s not memorable.
3. Your Logo and Website Look Outdated3
In the face of new design trends, many websites become gradually outdated, which reduces their value and renders them slowly obsolete. Just think of the flat HTML websites of the early 1990s or the many complex, Flash-based websites of the early 2000s, which ushered in minimalistic design trends.
Logos can be more resilient – Amazon, for example, has been using its logo for 18 years now – but even logos can do with a refresh after a few years. This is especially true for logos that represent brands in competitive industries which continuously innovate and evolve.
Successful logos are meant to differentiate the brands they represent and not just over-define the company. This is, in fact, one of the crucial factors that makes the difference between a great logo and an obscure one.
Does your logo or parts of your website feel outdated? It’s time to rebrand! Choose a fresh logo that makes your brand stand out.