You’ve come a long way, baby. What was once a big dreamy idea is now your thriving small (or big!) business. You’ve grown a lot and you’ve got a roster full of clients who love working with you to show for it. But now you feel like you need to play bigger, because you’re worried your brand doesn’t reflect your level of legit.
You know it might be time for a brand redesign, but you’re not sure if it has to be a priority right away because:
You also know that your brand identity is one of your most valuable business assets—not only does it help to differentiate you from your competitors, but it also keeps you relevant and communicates the core of who you are and what you’re about.
Just in case you need more proof, though, here are a few dead-giveaways that it’s time to make your redesign happen ASAP:
1. You’re ashamed to show people your business card
You used to be proud of your business card, which you designed yourself 15 years ago, along with your logo. Now when you look at your cards, they seem a little mom-and-pop-ish to you. On top of that, you’ve had to cross out certain contact information and replace it with what’s current, because it’s been ages since you last updated them.
A business card, as you know, can make a huge first impression for potential clients. So if you’re going to be handing over this 3 x 2.5-inch piece of prime brand real estate every time you connect with someone new, you definitely want to make it count.
2. You have to explain to people how to use your website
It’s been a while since you’ve updated your website. Your offers have changed a few times and your contact information may not even be the same. So now, when you give potential clients your URL, you have to explain to them how to find the information they need. You know it’s not ideal. But at least you have a website, right?
Wrong, friend. A website is a great way to turn leads into prospects and customers. But these days, you’ve got less than 1 minute to capture to people’s attention before you lose them for good. So if your website isn’t answering essential questions about working with you, in a way that’s intuitive and easy to navigate, then you’re most likely leaving money on the table. Strategic design can turn your website into your top sales guy allowing new opportunities to roll into your inbox every day.
3. You haven’t changed your design in the last 10 years
Design trends seems to change with the seasons, not lasting long enough for you to even try to keep up. So you’ve resigned to leaving everything just as it is, hoping no one will really notice (or care).
But poor or outdated design can spoil your credibility. So even if the core elements of your brand identity, like your logo and color palette, may not need to change drastically, they’ll still need to be modernized to support the wide range in mediums and formats (e.g., high- definition screens and printing, mobile devices, etc) in which they’ll most likely be seen.
Your brand isn’t just about design—it’s the total of every interaction that someone has with your business. But design plays a major role in communicating your value; and it impacts how others perceive your reputation and relevance.
Upgrading your brand identity means upgrading your company—making you look smarter, more successful and more established. It can also do wonders to reinvigorate your commitment and pride in what you’ve worked so hard to build.
So what are you waiting for?
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Most business owners waste money with pretty websites that don't actually work. Make sure your website is up to snuff with my easy peasy checklist.