6 Signs that your B2B brand is in dire need of a refresh

Coca-Cola spends on average $4 billion each year on branding. ¹ What's the deal? To be easily recognizable by customers.

Although it might seem high, most people can easily describe the logo of the company in red and white text. It is iconic, so it will always be top of mind.

Every day we see thousands of headlines, ads, logos, brands, logos and headlines. This makes it difficult for businesses to stand out from the crowd and consumers to make informed decisions. Although branding was traditionally an integral part of B2C businesses, it is now more important in the B2B market. People are the heart of every business. They value brand recognition and emotional connections.

The company's identity and personality is encapsulated in its brand. B2B companies must have a strong and modern brand identity in order to be heard, seen, and succeed. It's possible to confuse branding with confusing offerings, or outdated branding with outdated products. A dull branding could also suggest dispassionate customer service. These connotations must be avoided if you want to stay a favorite among your competitors. Your branding is the first impression that prospects will make.

These six signs indicate that your B2B brand is in dire need of a makeover.

1. Your brand identity is inconsistent

Your brand must not only be visible, but also consistent. Your brand will be inconsistent and make it difficult for your audience find trustworthy businesses. You might send conflicting messages if you have multiple versions of your logo and different freelance copywriters contributing to the same voice. Good branding is like a friend. It should be easy to recognize your brand across all platforms. This can help increase revenue by as much as 23%.

2. Your audience has grown

Are you growing your business? Are your customers changing? Your target market is changing. From double the size of your company to expanding into new areas and entering additional verticals. You must speak to them differently today. If your audience changes and your brand doesn’t, you run the risk of not being heard or falling behind others who move with the times.

3. Your offerings have changed

Selling products and services is more difficult if your branding is still focused only on the last year's offerings or even last decade. IBM is an example. IBM's logo was created in 1924 to reflect the types of computing devices and typewriters. ³ Without a rebrand, IBM would look very archaic and confusing today. You'll probably expand your offerings over time. Your logo must reflect these changes.

4. Your logo, color palette and overall design are outdated

Your branding should reflect the modern, cutting-edge, innovative company you are. Strategic branding identity design services can have a significant impact on the perception of your audience and increase brand trust, recognition, and reliance. Color can increase brand recognition by as much as 80% ⁴. The answer to your question about whether it is time to update your style is “Yes”.

5. Your company's values are not represented in your brand

Your brand should not be based on the success of other companies. You'll end up being a follower rather than the leader if you attempt to emulate the success of Amazon and Apple. It's hard work but it can be done well. Your brand will reflect your corporate culture, align your values and brand's purpose, and provide impressive results.

6. Your prospects don’t get it

Clarity is the key. Lack of clarity is key. Existing clients will not see the need for expansion and potential clients will not understand your services and products. Solid brand messaging will make it clear to all what you do well. A customer can complete 70% before they engage sales. This means that your brand messaging will be clear and concise.

Rethink. Refresh. Rebrand.

You can see the proof you need to refresh and rebrand if you find yourself nodding your head to this article. Where do you begin? Consistency and upkeep can be achieved by having brand guidelines and adhering to them 100% of time. Each employee can refer to rules and techniques related to logos, colors and fonts across websites, social media platforms and emails.

If your company has not rebranded in a while, it is worth putting effort into creating a new brand that better represents you and your goals. You should refresh your brand at least once every ten years. However, you can do quick, intermittent updates that build on existing branding and improve it over time to keep you current and relevant. Let's talk about what a rebrand and refresh could mean for your B2B business. Let's talk.

Sources:

1. https://www.investopedia.com/articles/markets/081315/look-cocacolas-advertising-expenses.asp
2. https://www.inc.com/tracy-leigh-hazzard/boost-profit-with-constant-brand-consistency.html
3. https://www.jotform.com/blog/outdated-brands/

4. 35 Eye-Opening Branding Statistics & Facts to Know in 2024

5. https://www.responsiveinboundmarketing.com/blog/a-walk-through-the-buyers-journey

6. Is Your Brand Outdated? Here’s What You Can Do.