Over the years myself and team mates have re-branded and updated several websites that hadn’t been touched in over a decade. Companies like Pepsico and Starbucks have had no problem keeping their logo up to date with the evolving taste of the youth, but should you invest in updating and if so, how often?
Our IT guru, Tom, suggests keeping your website updated as often as possible — simply for security reasons. Whether it is a WordPress site or hand coded, new issues are formed and then resolved on a regular basis.
Certain clients are more prone to attacks. The easiest way to ward off evil doers is to keep your server maintained, keep your plugins updated, and have professional security in place.
Even if you can’t afford full-time dedicated web staff, invest in regularly maintaining your website. While you’re there, take some time to clean up outdated graphics. Image size and quality is the biggest giveaway for an outdated site. Look for overly stylized typefaces of yore as well. Does the text and imagery seem extremely small on your new computer? Bring it up to a legible size. We have retina displays now.
Don’t worry, you don’t have to go full minimalism, especially if you have a lot of great content.
So how often should you rebrand?
The truth is that there is not one set amount of time. If any of these examples sound like your company, it may be time:
- Your brand relevance is trailing away with newer generations.
- You’ve recently had a change in leadership.
- You’ve recently had a dramatic change in the number of employees (who are they, and are they also a customer?)
- Have you expanded or otherwise experienced major growth? You may have to buy a new pair of big boy (or girl) branding.
- Are you on a mission to acquire a new market? Now your branding has to appeal to both.
- Has your reputation as a company slipped, and now has to be repaired?
What do you think, is it time to update?