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:

• Keep your existing brand recognizable 
• Allow your audience and customers to better connect
• Increase your brand’s awareness
• Create a more professional identity which in turn increases your sales and profit
• Tap into new markets 

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! 

Simplify Your Logo

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. 

How to simplify your logo:

• Approach the designer that originally did your logo (or a new one) and inquire about a VIP day or refresh package. Learn about ours here.
• Strategize about what elements must go and what must stay. Be willing to compromise with your designer!

Update Your Color Palette

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. 

How to update your color palette: 

• Create a list of adjectives and the overall tone you want to hit with your brand’s visual identity. Then look at the colors you currently employ and make edits. 
• To help get you started download my over ten FREE color palette sets designed by me! 

Invest In A Brand Photoshoot

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.

How to start a brand photoshoot:

• Seek out a professional photographer who specializes in your industry. Ask for portfolio examples and work with a photographer who has a portfolio that aligns with your aesthetic.
• Make a list of where these photographs will appear most often. This list is important when it comes to cropping and how the photographer will set up the scene. 
• Work with us here at White Point Creative to create a photography direction so that when it’s time to shoot, you know what you want and your photographer knows exactly what to do!

Hire A Copywriter

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:

• You most read copy (example: the copy on your homepage)
• The copy that is used to define what you do (example: your tagline)
• The copy that surrounds your products or offerings (example: product descriptions on your website)

How to hire a copywriter:

• Interview copywriters who have lots of experience writing for your industry, ask for case studies or examples of their work. 
• Strategize with them about what copy should be touched and which should be left alone (see list above).
• Have a clear understanding of your brand’s tone and aesthetic because this will impact how the writer drafts the words. 

Update Your Fonts

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: 

1. Update the font in your logo to create a different feel. Google is a perfect example of this! 
2. Keep your logo the same but update the fonts used for your brand.

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. 

How To Update Your Fonts:

• Start fresh with a new font system (see above).
• Be willing to spend money – in this case, free is rarely better.
• Pick fonts with contrast so you have a well-rounded system.
• When in doubt, hire a designer for a VIP day!

Let’s Do A Quick Review! 

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:

1. Simplify your logo – be willing to flex based on your designers recommendations.
2. Update your color palette – think about what you hope to gain by updating your colors and the tone you want to convey.
3. Invest in a brand photoshoot – only hire a professional who specializes in your industry for the best outcome.
4. Hire a copywriter – strategically target the most-read copy as well as the copy that will ultimately lead to profits.
5. Update your fonts – you can either update your logo’s font or your brand’s font family.