A lot of brands are in “set it and forget it” mode. You’ve got a logo, brand guidelines, a personality — why keep thinking about it? It might take a nudge to bring brand assessment back to the top of a marketing to-do list.
The best way to figure out what kind of impression your brand is making is to ask your target audiences. When should you do that?
1. If your target audience is changing
As your business evolves, so should your target audiences. If your brand offering or messaging no longer resonates with your ideal customers or struggles to attract new ones, it may be time for a brand refresh. Some things to watch for:
- Shifting Audience Demographics: Your current branding may not align with the values, behaviors or aesthetics of new customer segments.
- Declining Customer Engagement: You may notice reduced social media interaction, fewer website visits and lower content performance overall.
- Difficulty Reaching Younger Audiences: Generations like Millennials and Gen Z have distinct preferences for tone, platforms and authenticity. If your brand feels outdated or disconnected, it’s unlikely to capture their attention.
2. When your industry shifts
Industries don’t stay still—and neither should your brand. Shifts in technology, consumer behavior, culture or competitive landscapes can quickly make even strong brands feel outdated or out of step.
If your brand no longer reflects your company’s position in the current market—or fails to clearly communicate your unique edge—it’s time to realign. A couple of questions to ask yourself:
- Are you falling behind your competitors? They may be innovating faster, embracing emerging tech, or delivering fresher, more engaging experiences. If you’re not keeping pace, you’re at risk of being left behind.
- How are you using technology to augment your brand? A sluggish website, lack of mobile optimization, outdated UX, or minimal e-commerce functionality can all signal that your brand is stuck in the past. If you think about the importance of brand visibility in today’s digital realm, logos are no longer static. Logos need to be designed to work effectively across a variety of platforms, from websites (including mobile) and social media to products and marketing materials. A lot of brands haven’t considered how their logo translates to their app icon.
3. When your business evolves
You might be scaling operations, entering new verticals, expanding to new geographic markets, or shifting your core focus. If so, your brand must accurately reflect where your business is now—and where it’s headed.
Your brand is the external expression of your business strategy. When your operations grow or pivot without updating your brand, you risk misalignment—internally and externally. Customers may feel confused about who you are or what you offer, while employees may struggle to rally behind a brand that no longer reflects your mission.
For example, if your products or services have grown or shifted significantly, but your branding hasn’t kept up, it may feel disconnected or outdated to audiences in new markets. As you scale, inconsistent messaging or visuals across new ventures can weaken brand trust and recognition. Make sure you’re telling the right story to build trust and create a seamless experience no matter where or how someone engages with your brand.
4. If you’re part of a merger or acquisition
Mergers and acquisitions bring big changes—and your brand needs to reflect that shift. Whether you’re combining two companies or absorbing another into your business, it’s critical to reassess your brand strategy.
With a merger, you may need to develop a new brand identity that blends the strengths, values, and reputations of both companies. This helps signal unity and creates a shared foundation for employees, partners and customers moving forward.
With an acquisition, the acquired brand may need to adopt elements from the acquiring company’s identity, including logos, messaging or visual guidelines. A thoughtful integration ensures brand consistency while maintaining trust and recognition across both customer bases.
