05 Feb 2019

Signs Your Brand Needs a Facelift

When it comes to best describing what a brand truly is, the Internet offers no shortage of similes. Jump onto Google, type in the words “a brand is like,” and one gets the following results, among many others: an elephant, a cargo ship, an iceberg, a cup of coffee, an ecosystem, an apple pie, and a kazoo.

Wait … A brand is like a kazoo?

In the interest of keeping things simple (and staying far away from irritating musical instruments), let’s just say that a brand is like your home. And when you invite guests to your home for the first time, they inevitably notice particular features: colors, lighting, layout, décor, furniture, etc. If they’re especially observant, they note the home’s unique forms of self-expression, the items that represent your personal values and beliefs—even how your home communicates who you are, where you’ve been, and what you do.

A brand does precisely the same. It conveys your identity and creates an impression. And much like your home, you want folks to remember how welcoming and indelible your brand is, with the end result being (hopefully!) an eagerness on their part to connect with you again and again and again.

But the brand/house parallels do not end there! Like a home, brands—even the strongest and most successful—can fall into disrepair and need some TLC, whether it’s a simple redecorating project, a more involved renovation, or a full teardown. Here are signs it may be time to give your brand a facelift.

Your brand is not keeping up

The mortgage market is changing. Refinances are declining; loan applications are also down. More importantly, the demand for a quicker, more streamlined loan process is driving many mortgage companies to adopt cutting-edge digital technologies.

Although your business is keeping up with these changes, your brand may not be. If it comes across as dated, potential customers may believe your business is as well. To be viewed as market savvy, a brand facelift may be in order.

You’re gearing up for significant growth

You’ve established bold growth targets for the coming 12 months. You’ve worked out the next phases of development that will allow you to achieve these targets. You’re confident that some real, honest-to-goodness growth is in your future. If this is the case, a brand overhaul may be an ideal way to support and reflect this new and exciting period in your business.

Your content & brand don’t align

A brand supports your content—and your content brings your brand to life. If your content is failing to deliver on this front, the issue may not be with your messaging and materials but with your brand. A makeover can help deliver more clarity and focus to content strategies.

You have simply outgrown it

When a family outgrows a home, it means it’s time to renovate or find a bigger property. The same applies to a brand.

Maybe you have significantly expanded the products and services you offer. Or perhaps your customer profile has changed. Whatever the case, your current brand could be failing to tell a captivating story about who you are and what your mission is. Update that outgrown brand to reflect your new image and vision.

The bottom line

Just about every brand needs a facelift of some kind during its lifetime. Doing so can inject new energy into your business, ensure your image stays relevant, and expand your reach so you can connect with new customers and partners.

SoftVu powered by LoyaltyExpress is on the cusp of making a brand change.  Our “facelift” will express the commonalities of our combined solutions with a new name that fits it all.  Want to get in touch with us to learn more? Fill out this form today!

Learn how SoftVu's platform can inspire better performance. Complete the form or call (877) 611-0104.