White Point Creative’s owner and lead designer, Lizzy, currently works out of Fredericksburg but grew up surfing in Charleston, SC. Married to the love of her life, Joe, they live for time outdoors and finding the best brunch spots with their pups Folly & Daisy.
Every couple of months I get the urge to DIY something in our home. Maybe I saw a friend’s Instagram story and loved what they had done, or saw the cutest pin on Pinterest. No matter where the idea came from, somehow, out of nowhere, I convince myself and Joe that we absolutely need to tile the kitchen backsplash this weekend!
“This blog makes it look so easy! Look!” I say as I shove my phone in his face, “It will make the perfect weekend project plus increase our resale value!” I smile.
Did we have to tile the backsplash? Nope. But afterward, the kitchen had a depth to it and a noticeable texture that rounded out a whole room. So for a little bit of work, we created a whole new atmosphere in our kitchen that people continually notice! The same holds true for your business’s visual identity. Sometimes, you just need to get in there and update the tile (so to speak).
Yes, refreshing your brand means investing in a designer and letting go of some of the past but when you take that leap of faith you can:
And what’s even better, is that there are ways you can refresh your visual identity without a major overhaul. By targeting one or a couple of the areas outlined below, you can transform the face of your business for the better!
Recently a few household name brands that have updated their highly recognizable logos in recent months. A common thread that you will notice among all of the examples below, is that they are still recognizable. What made them beloved, is still there, just modernized.
Sounds simple? Well, it is! And it is very effective! Color palettes help set the tone for your brand as well as your aesthetic. By darkening colors, we create a richer, more elegant feel and by brightening them we lift up the brand.
In a way, it’s like turning the volume up or down to your music. Not only is certain music best played at specific volumes, but certain atmospheres make the music come to life. Some music is best played loud with the car windows down with friends while other music is best listened to in Carnegie Hall in its perfectly balanced room.
If someone were to come across your logo layered nicely on top of one of your brand’s photographs, would they: know what you do, how you do it, what makes you different, or how you add value to your customer’s lives? Would your photograph evoke the correct emotion out of your audience? Would your photography instill confidence in your audience that you are the right choice? Does your photography clearly convey your brand’s visual identity, tone, and aesthetic?
If you answered no to multiple of those questions, then I would recommend you invest in a brand photoshoot with a professional photographer who specializes in your industry.
Photography is an extremely powerful visual and can seriously make or break a business. Take a look at the two food photos below, and decide which one you would put your imaginary food-related logo on? If you were a tourist looking for dinner, which restaurant would you be more likely to call to make a reservation at? If you needed a chicken recipe, which blog post image would you click on?
The photograph on the right has a clear tone, aesthetic, and draws you in making you want to eat there, and nowhere else. The left is lacking basic photography know-how, it does not create a scene you can enter into nor does it make your mouth water.
Words are an incredibly powerful tool in the right hands. Similar to photography, they can make or break a brand. Having the correct messaging surrounding your offerings, products, and services can dramatically increase or decrease your sales. If someone is confused about what you have to offer then why would they buy from you? Clarity is the name of the game here.
You don’t have to overhaul every line of copy spanning your entire digital and physical presence, strategically target:
Another heavy hitter when it comes to your brand’s visual identity are your fonts. Fonts help craft the overall expression of your brand. Now you have options here:
When deciding between fonts, you obviously want quality but you also want to think about the different touchpoints these fonts will be used across. Think about legibility, the contrast between the fonts, and making sure some fonts are clean and simple while others are funky and unique. Make sure you plan out how each font will be used! Your fonts are either supporting your visual identity or dragging it down.
You might be thinking, “I don’t know which one to do!” or “There are so many options, where do I start?” then let’s hop on a FREE call together and talk it through. No strings attached, just a 1:1 call where I listen to your goals, your thoughts for the future and I will give you professional advice for free!
So you don’t have to scroll all the way back to the top to re-read ways you can refresh your brand without a major overhaul, here they are again: