Signs Your Brand Might Be Staler Than You Think

When it comes to branding, especially in the Food & Beverage space, staying current is critical.

New trends, consumer preferences, and competition are constantly changing, and if you don’t make circling back and re-assessing your brand a priority every few years, you run the risk of being passed over for newer brands.

Even worse, brands with an outdated visual identity can be perceived as less trustworthy and less innovative, even if that’s not necessarily true.

If you’ve noticed any of the following signs, it might be time to rethink your current approach to your brand:

Declining engagement

‍Maybe users are interacting less with your content on social media, or your website traffic is lower than it used to be. Or it could be that your latest marketing campaign had less interest than previous years.

Stagnant growth

‍Perhaps sales have hit a plateau, and you’re struggling to attract new customers.‍

Unable to connect with new audiences

‍Is social media a foreign concept to your brand? Or maybe you’re still using traditional mediums to reach younger generations who aren’t as receptive to the marketing tactics you’ve used in the past.

Brand’s messaging is fuzzy and unclear

‍It could be that your company has changed a lot, and your current brand no longer reflects your offering or values, ultimately leaving your audience confused.

Brand no longer excites customers like it used to

‍Maybe your innovative approach is no longer resonating with your audience.

Overshadowed by new brands or trends

‍Newer brands are doing a better job of wow-ing your existing customers with the latest trends and visuals, and your brand is being passed over in favor of a new and exciting experience.

If any of these things sound familiar, there’s no reason to panic. Giving your brand a fresh new identity, whether through rebranding or a brand refresh, will remind existing audiences why they fell in love with your brand to begin with—and allow you to reach new audiences by showing them that your brand has something special to bring to the table.

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You’ve Decided It’s Time to Rebrand. Now What?

A brand refresh is more than just a clean, new look.

To effectively rebrand your business, you’re going to have to spend some time in your head first.

First things first, you’re going to want to conduct a brand audit. Take a hard look at your current brand and identify its strengths, weaknesses, and opportunities.

Has your audience changed since your brand’s rollout? What about your positioning and your brand’s place in the market? Is your messaging still attracting the kinds of customers you want effectively?

A tool like The Ultimate Brand Audit for Food & Beverage businesses can help you pinpoint exactly where your brand is excelling and where it’s falling behind.

Next, it’s time to conduct some market research. This is an opportune time to get feedback from your existing customer base to better understand their perception of your brand and see how their needs have changed. Encourage them to participate in an online survey for a discount through an existing email list or social media post to gather an adequate number of responses.

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Define a New Vision for Your Brand

‍Take a step back and clarify your brand’s purpose to see if anything has changed.

Design a New Visual Identity

‍Collaborate with a well-versed brand designer to transform the visual touchpoints of your brand—like your logo, packaging, menu, color palette, and social media feed—to better connect with modern audiences.

Communicate with Your Audience

‍Define how to communicate the changes your brand has undergone with your audience to avoid confusion and maintain trust.

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What to Watch Out for When Rebranding

Rebranding can be both exciting and nerve-wracking.

Obviously, there’s a lot riding on your new image, so it needs to be done right. But how much is too much when it comes to your new brand?

Here are some things to consider before giving your brand the massive overhaul you think it needs:

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"Re-blanding"

‍Is your new brand “new” enough to address the factors that led you to rebrand in the first place? If you’re hoping to change major aspects of your brand’s perception but are unwilling to address the aspects that led you down this path, rebranding won’t help you much. It’s about letting go and trying new strategies to change the outcome of your current marketing efforts.

Overdoing It

You don’t want to change so drastically that your customers no longer recognize your brand at all. The balance between innovation and maintaining a core brand identity is crucial to your new brand’s success. Anybody remember what happened to Tropicana?

Do You Even Need a New Brand?

The promise of a whole new brand might be appealing, but before you go all-in on a new image, ask yourself: Is the entire brand the problem, or is it an individual element within the brand? You’d be surprised at how much new packaging, a new logo, or tweaks to your website can improve retention, trust, and the perception of your brand.

If things are working for you so far, a brand refresh may be all it takes to reinvigorate your brand’s image and increase interest and engagement.

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How to Ensure Your Brand Stays Relevant and Resilient in the Long Term

Rebranding isn’t just something you do every few years—it’s an ongoing process.

In a sector like the Food & Beverage industry, with high levels of competition, new trends are always emerging. It’s essential to keep your brand agile and willing to embrace change.

Consider the following tips to ensure your brand stays fresher, longer:

Stay Authentic

Continue to employ strategies that connect your audience with your brand’s core values. Authentic brands are long-lasting brands and will help you weather the storm of continuously changing market conditions.

Invest in a Flexible Visual Identity

‍Ensure your logo, color palette, typography, and other graphic elements have room to change, evolve, and adapt over time.

Embrace New Trends

‍Stay ahead of the curve by adapting the latest forms of technological innovation into your brand experience.

Actually Listen to Your Customers

‍ It may seem like a given, but too many brands are completely tone-deaf to their customers’ needs. Foster deeper relationships with your audience by prioritizing a personalized customer experience, and be willing to pivot your offering based on your customer base’s evolving needs.

Communicate Consistently

Continue to communicate with your customers consistently by maintaining a singular tone of voice in your messaging, and ensure that tone is able to be replicated across various communication mediums

Pay Attention to the Competition

‍Keep a pulse on your competitors and industry trends at all times. Regularly assess your brand positioning and remain open to change to ensure you're not left behind in a rapidly shifting market.

By following these strategies, you’ll be well on your way to launching a successful rebrand. Brands are no different than the products on the shelf—they all have a “best before” date. By considering ways to future-proof your brand, you ensure it remains as timeless as possible, without getting stale.

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If you feel like your brand might be getting a bit stale, I can help.

Book a call with me and we can discuss some strategies to get yours back on track, and back into the minds of your customers!

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