Your brand. It literally puts your mark on the world. It is the subconscious recognition of what your company stands for. There are some indicators that it is that time when looking at updating your equestrian brand, and should occur when you notice one or more of the following:
You’ve outgrown your original brand. Your company has been successful and you are now taking on a much larger scope of work, working with larger profile companies or have launched into a new product market area.
Changes to business models and cultures require repositioning and fresh creative treatments to support where things are now headed for complete understanding internally, as well as externally. The original brand may no longer support the level of professionalism and quality that the company has achieved. Strategic design considerations should be given to any brand that has evolved.
The original brand was not created by a professional. Frequently with startup companies, the original brand was done in-house by a junior member or by someone who had access to Photoshop, but no design training. If your brand is not an asset, look into working with a professional who can put you on the right track.
Your brand looks and feels dated. Fonts change, fads fade. With older brands that have been in the market for many years, this can sneak up on you.
Unless you have a vintage-style brand that plays into that type of positioning, a brand refresh may be in order to allow your business to be represented in a current state. You don’t want to stand out by looking tired.
Just because you may own a small business, there is no reason not to have a brand that clearly represents who you are and what you offer.
“Don’t try to be original, just try to be good.” – Paul Rand, graphic designer