Insights From Our Experts

Visual branding is like your business’s wardrobe. Every piece of “clothing” – your color palette, your typography, and even your logo – works together to communicate what you do, who you are, and what makes you different from other organizations in your industry. But, even if your visual branding is cohesive, clean, and completely on point, it could be time for a brand refresh. After all, your business is anything but stagnant. You’re always growing and evolving, and so is the world of marketing. 

Liger can help you identify key signs that rebranding is in your near future and give you the confidence to align your marketing strategy with your revenue goals. Think of it this way: You walk in your closet and realize that your clothes don’t match your personality anymore. Sure, those pants fit and that bathing suit from last summer is your favorite color, but they just aren’t you. That feeling – and the methodical work of swapping those bland, boring slacks for a more striking pair of pants –  is what rebranding feels like. It is a total refresh of all your branding elements. 

Don’t scrap your logo just yet! Read this first, and look for the signs that you might be ready for change.

Beautiful Design, Bad Brand Experience

We can all appreciate a beautiful piece of art, but that isn’t always true if you’re using a highly artistic, stylized brand identity. Site visitors and ad viewers may be intrigued by your stunning visuals, but when they visit your site or attempt to get more information, your aesthetic could be creating confusion, frustration, and, ultimately, a steep drop in both clicks and conversions. Our advice? Save those Vincent Van Gogh vibes for the museum. Smart visual branding will stand out and give leads a clear path to the products and services you offer. 

Sneaky Inconsistencies Across Channels

Your branding elements can be consistent and in serious need of a refresh, but it’s far more likely that your marketing looks a little disjointed from platform to platform. If your website, your social media, your ads, or any other materials you rely on to get your message out there aren’t following central brand guidelines, you may want to take a stab at rebranding. (We recommend doing this before your brand’s perceived value starts to decline). A lack of visual cohesion can hurt brand recognition, create confusion, and even diminish trust among your existing customers.  

Twinning with the Competition

Speaking of your competition, when your visual branding doesn’t measure up, your marketing might start to look familiar. A little too familiar, actually. Existing customers and potential leads can easily mistake you for your direct competitors (or literally anyone else in your industry), and that’s a huge problem. 

At Liger, we believe every brand should Be Known for their unique differentiators and the unmistakable value they deliver with their distinct products and services. Tone down the visual noise and rethink how you look out there in the marketing mix. Standing out and staying authentic should be your top priorities. 

Big Changes on the Horizon

Is your business shifting industries? Wouldn’t this mean you’re shifting audiences as well? Both of these scenarios can require a serious visual rebrand as your strategy and your brand identity may need to change in order to accommodate a new demographic with new needs and pain points. Just don’t forget to invite your brand visuals to the party, okay? 

Product launches, mergers and acquisitions, and general growth are additional examples of transitional times when visual rebranding should be taken into account. Plus, you can use rebranding as an opportunity to smooth over any negative press your company has received in recent years. Your adaptability will benefit your business as your goals and offerings continue to evolve. 

Complexity = Chaos

An overcomplicated brand can lead to customer confusion, diluted value, and ultimately, lost revenue and market share. When your visual identity is too complex, it becomes difficult for customers to understand, remember, and connect with, resulting in decreased engagement and faltering loyalty. 

Complicated visual design elements also slow down the decision-making process, impacting sales conversations, marketing campaigns, and potential partnerships. Simple, clear, and consistent visual branding is easier to remember and more likely to inspire trust and positive associations. Rebrand with an eye for consistency, clarity, and the brand reputation you want to protect. 

Brand Value is Lacking

Purpose, mission, vision, and values are baked into the foundation of your brand. In fact, we’d call this your “core identity.” Everything you create – including your visual branding elements – should communicate and reinforce that identity so that every interaction with your business fits into the narrative of who you are and why your customers love you. Ineffective visual branding will fall short here and, as a result, you’ll fail to resonate with people. So, whether you’re experiencing misalignment or you never agreed on your purpose, mission, vision, and values to begin with, rebranding is the clear solution to making your identity shine. 

Outdated Design

This sign is perhaps the most simple of all. If your website looks like it was built in the 1990s, your other visual elements probably look like that, too. (Your visual branding isn’t that bad though, right?) Modern graphic design trends are worth considering as you assess your brand, but so are the preferences of your audience and those aspects of your identity that we mentioned above. 

An outdated brand is an irrelevant, unprofessional brand, and if your visual branding is too far behind the times, it may signal to customers that you’re not serious about your growth or the quality of your products and services. Outdated branding elements also put your competitive edge at risk. Watch trends, stay responsive, and avoid familiar styles that are constantly being overused. Your brand recognition will thank you. 

Call on an Expert B2B Design Agency 

That’s Liger! If your brand visuals haven’t kept pace with your business’s growth, you could be sending the wrong message to potential clients (and missing out on killer leads). Rather than letting your corporate identity design hold you back, propel yourself into the future with a refresh that covers everything from event branding to photo and video production. 
Ready for visual rebranding? The next step is contacting Liger for a creative, bold, people-first approach that will bring your marketing tactics up to speed.