When Should I Change My Brand Design?

Ever have a mean case of brand boredom?

You’ve been looking at the same logo, colors, fonts, photos FOREEEVEEEER and you’re kinda getting sick of ’em. Then, one day you’re peeping around Pinterest and you spot the BRAND DESIGN OF YOUR DREAMS. What to do?! Should you call a designer or stick with what you’ve got?

When is the right time to change your brand’s look and feel? This sounds like a job for Awkward Marketing. In this episode, I’m talking about when changing your brand design is a good idea and, more importantly, when it could spell D-I-S-A-S-T-E-R for your business.

We all have that one friend with a new hair color every week. Or maybe you’re that friend. (My cowboy hat is off to you because I’ve never quite been brave enough to indulge my own hair color dreams, other than that one regrettable time I became a temporary brunette for the boyfriend who said he wished I looked like Björk.)

In the biz world, entrepreneurs often make the mistake of confusing their brand’s visual identity with fashion — a form of business self-expression — so they change their logo, colors, fonts, and photos like they would their hair color or outfit. Design tools like Canva, with its smorgasbord of easy-to-customize templates, make it nearly impossible not to get sucked into swapping out fonts and colors on the daily. And Pinterest, for those struggling with brand boredom, is like going to the grocery store on an empty stomach. Don’t do it.

Because brand shapeshifting costs money. And not just the money you’re forking over to your designer. I’m talking the client money you’re losing because your audience has a hard time trusting your brand. I’m talking the ad dollars you’re pouring out like water because people keep forgetting who you are. I’m talking the opportunity costs you can’t even quantify because you’re so busy re-introducing yourself to the world instead of taking it by storm.

If you’ve been itchin’ to swap out your tired ol’ logo for a fresh new look, WATCH THIS EPISODE FIRST. Then, proceed with caution to your nearest RKA…

Rachael Kay Albers

Rachael Kay Albers is a creative director, business comedian, and brand strategist gone wild. She writes and performs about branding, pop culture, tech, and identity. When she’s not muckraking about marketing, Rachael runs RKA ink, a reinvention studio and branding agency for businesses that burn the rulebook. She's also on Instagram a lot.