What does your outdated branding say about you?
The cost of outdated branding is more than assets looking tired. Here’s what it’s really saying about your B2B business.
Ever seen Apple’s first logo? The classic illustration with Isaac Newton reading a book under a tree, wrapped in an ornate looking ribbon? It's a far cry from the sharp and simple logo known and loved today, but it goes to show how much branding can and has changed in recent years.
With the B2B sales process no longer linear and potential clients discovering your business at every stage of the funnel, outdated branding can be costly, not just financially but in starting a strong relationship.
Here, we outline what outdated branding is truly saying to potential prospects.
Your brand doesn’t understand today’s challenges
Things move fast. Who would have known, five years ago, that over 90% of companies would be planning to increase their AI investments between now and 2028 or that LinkedIn would be testing TikTok-style video feeds on its platform?
While your team may be at the cutting edge of what’s happening, sharing reports, trends, and updates internally, if your branding looks outdated or you’re not taking the time to implement that into external-facing content, you’re going to struggle to instill the same confidence in potential clients.
Think about how your logo, visuals, website design, and service offerings work together to reflect not just an understanding of today’s technology challenges, but reassurance that you know how to solve them.
Your brand isn't as good as the competition
If your target audience is engaging with your business and leaving with the impression it’s outdated or not going to meet today’s challenges, there’s a good chance they're running to the next business that looks like the right fit. In short, updating your brand goes hand in hand with staying competitive.
Remember, a typical B2B buying group now involves six to 10 decision makers, each with five to six pieces of information to help them make that decision. To stay in the running, you want to make sure you’re offering up the information they need.
It’s also worth remembering that your branding isn’t just about attracting clients, but top talent. If you want to grow your team with experts that can help your B2B brand stand out from the crowd, you’re going to want to make sure they’re joining a company that’s current.
Your brand doesn't care about consistency
The longer your brand is in business, the more assets you’re going to create, and the more important (and tougher!) it will be to keep everything aligned.
While your most recent sales assets may reflect what your business is doing and how it’s thinking now, is it reflected in your About page, logo, or assets collecting dust somewhere?
If not, you’re at risk of highlighting glaring disconnects and looking inconsistent, which could bring bad news to client relations. Let’s face it, if a brand’s looking inconsistent externally, they’re not going to feel confident about handing their business over internally.
Your brand isn’t something you’re proud of
Take a walk around your neighbourhood and you’ll quickly notice the ones that are proud of their lawn, their car, and the place they call home. In short, a little TLC goes a long way and it’s the same with your brand.
Especially with 75% of B2B buyers now preferring a rep-free sales experience, you want to make sure your brand isn’t just offering a good first impression, but a lasting one.
Ready to bring your B2B brand up to date?
It isn’t as daunting as you think. Start a conversation with our expert brand builders today.
