Natasha Rutledge

7 Signs it’s Time for a Refresh 

Do you remember back in 2015 when Google updated their logo from a serif to a sans serif font? Maybe after almost 10 years you’ve forgotten. But back then there was a lot of debate about why such a successful company would ruin their brand, while others praised the update. Even with a smaller audience than Google, the question of when it's time for a refresh — either to your brand as a whole or just your website — can still hang over you as the decision maker. Which is why we've decided to compile this list of tips on how to determine if it's time for a change.

1. It’s not working for you. 

This is probably the most obvious item on this list, and you’ll see it as the main theme in the rest of the items listed, but it always bares repeating. Whether it’s your brand identity or your website, if it’s not working for you, it’s time for a change. 

Now, you may be thinking to yourself, what does that even mean? How do I know if it’s working or not? The two standout signs to us are; If it’s not communicating who you are to your audience or if it’s broken and/or outdated. 

2. It’s confusing to your audience. 

Your brand and website are most importantly a communication tool for your business. If your audience is hitting a roadblock — either mental, not being able to understand who you are or what you’re trying to do, or physical, trying to navigate your website is leaving them frustrated — it’s time for an update. Your visual identity doesn’t need to spell out all your mission and values to your audience, but it should hint at them. Then when they go to your website, they should be met with a user-friendly hierarchy and navigation system that allows them to get to the information.


3. Your target audience has shifted. 

As your business strategy evolves you may see a shift in your target audience. This could be a holistic shift, or you may have expanded into a different market than where you started. The good news is that you know your audience, the bad news is you know your brand or website no longer align with that audience. Luckily this makes the decision to update much easier.

4. You’re not getting the conversion you’re hoping for. 

If you’ve started experiencing a higher bounce rate, it could be due to your brand or website having a lack of curb appeal. When potential new customers come across your brand, they’re not engaged by what they’re seeing. So, they move on. And when your current audience interacts with your brand, they stick around for the shortest amount of time possible. By refreshing your visual system or website you can retain the attention of your new consumers long enough to convert them and excite the old ones into exploring what you have to offer beyond what they already know you for. 

5. It’s limiting what you can do. 

If you feel like you’re being held back when you go to execute one of your ideas, it may be time for a refresh. 

Maybe it’s because your website has an old CMS or builder. While this doesn’t make it impossible for you to make updates, it does make the process frustrating and time consuming. Upgrading the technology you’re using can help to alleviate stress and save time in the future. 

Or perhaps you feel like you’ve exhausted all the options of what your brand can be. Getting a fresh perspective, and adding a few new elements, can help to extend the lifetime of your brand, while maintaining brand recognition with your audience. 

6. It’s inconsistent. 

Your brand and website say a lot about your company, it’s important to make sure that it’s the message that you want to convey to your audience. As time goes on and your business plan shifts, you slowly made updates where you needed to. This can leave your system looking disjointed. When your communication pieces have lost that family resemblance and sense of brand, it’s important to take a step away from the next thing to catch everything up, and make sure you’re putting your best foot forward. 

7. All your competitors have something newer. 

It’s no secret that the world is ever evolving and our respective industries with it. If you find yourself seeing the rest of your competition has made a shift into a new age, then it’s time for you to follow suit. To stay relevant to our audiences and attain new business we must show we’re aware of the world around us. Your website will often be one of the first touchpoints your audience has with your company, this is your opportunity to make a first impression that will have them coming back. 

It can be hard to make the decision to update your brand or website, which is why we encourage you to come back and use this as a resource as you continue to adapt your communications strategy. 

Starting from scratch isn’t always the best solution, but then again sometimes it is. If you’re ready to take the plunge into refreshing your brand or website, or if you’re still unsure if this is the right time, we’d love to talk through it with you. Feel free to reach out to Brent to set up a time to grab lunch or a coffee and we’ll help you make the right decision for your brand. 

Even with a smaller audience than Google, the question of when it's time for a refresh — either to your brand as a whole or just your website — can still hang over you as the decision maker. ”