Is it time to refresh your brand?

Brand has moved way beyond the early days of cattle branding. It’s not meant to stay the same forever! But in B2B, we sometimes treat it that way, sticking to the same vision, mission, proposition and identity – because it feels comfortable.

If your company’s brand feels tired, stuck in the past and is no longer inspiring your team to be driven forward with strategic clarity, then it might be time to hit refresh.

Why a brand refresh matters in B2B

Many organisations see brand as just their visual identity and key messages – but it’s so much more than that. Brand is a person’s perception of your organisation (end every interaction they have with you) – what would they honestly say when you’re not in the room with them. Your brand has the power to influence that perception and to get them to choose you.
A B2B brand strategy refresh helps you:

• Stay relevant: Industries evolve and your brand should too. It’s especially critical when senior teams are focused on growth and innovation but don’t spend the time evolving the brand. You don’t want your brand strategy to be stuck in the past when your competitors have already moved on and future proofed their brand.
• Clarify your offer: If your brand story is confusing, complex or disjointed a refresh can help bring clarity on what you stand for, what makes you different and why customers should choose you.
• Attract the right clients: Not all leads are equal. A strong brand filters the right ones in and the wrong ones out. It shares what you believe in as an organisation and attracts prospects who have shared beliefs. This also helps create an instinctive and fast emotional connection which is far more powerful than a rational connection.
• Empower your team: When your brand is clear, your sales and marketing teams can confidently and consistently articulate and share your brand story.

Signs it’s time for a refresh

Here are some telltale signs your B2B brand strategy might need a little TLC:

1. Your visuals feel dated – If your website, PowerPoint templates or social posts look like they belong in a pre-pandemic era, it’s time to modernise.
2. Your value proposition doesn’t match reality – Maybe you’ve expanded your services or pivoted your business model, but your brand hasn’t caught up.
3. You’re not standing out – If prospects can’t instantly tell what makes you different, your brand isn’t doing its job.
4. Employee engagement is low – A brand isn’t just external. If your team doesn’t feel inspired or connected to it then they’ll go their own way. Brand keeps everyone on the same page – consistent message, experience and outcomes.

How to approach a B2B brand refresh

Refreshing a B2B brand strategy doesn’t mean starting from scratch. Think of it as tightening up your brand efficiently – keeping what works, updating what’s outdated and letting go of what no longer serves your business.

Step 1: Audit everything

Audit your campaigns, content, website and sales collateral – understand what’s working and what’s not and why.

Step 2: Listen to stakeholders

Ask clients, employees and partners how they perceive your brand – glean if it’s fit for purpose and where the gaps and opportunities lie. A helpful starting point is often the usual in-house discussions that go in circles.

Step 3: Update your positioning

Work on what you want your brand to be known for, and remembered for – why do you exist, what makes you special and why should stakeholders care? Design your company’s offering and image to occupy a distinctive place in the mind of the target market.

Step 4: Refresh your identity

The extent to which you refresh your identity depends on how much or how little your current visual identity is a strong representation of your brand positioning. It also depends on the recognition and heritage you have already in the marketplace. Sometimes a small move forward is the best approach and in other circumstances a fuller refresh is required.

Step 5: Roll it out strategically

Don’t just switch overnight and expect to have immediate impact. Introduce the refreshed brand internally first and then as part of a considered launch campaign which creates excitement and traction with current and new customers.

Your brand represents your business. A weak, outdated or inconsistent brand turns your target audience to competitors. A strong, modern B2B brand strategy builds credibility, confidence and ultimately, growth and profit.

So, if your brand hasn’t had a refresh in a while, it might be time to give it some attention. Interested in how we can help develop your B2B brand positioning to meet your business growth goals? Get in touch today to speak to a B2B brand strategy expert.

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