HELP! I’M BORED OF MY BRAND ASSETS
Before I joined the freelance world as a brand and web designer, I was working full-time as an in-house graphic designer for a local non-profit. This looked like, day in and day out using the same brand kit of logos and colours that hadn’t been updated in years. Trying to use these assets in a way that felt fresh and engaging for new and increasing younger audiences, was a daily struggle. If you think I’m exaggerating, the brand colour palette I was working with included three colours, and one neutral shade, so they really felt hard to use, fast. As tempting as I found it to throw the brand kit to the wayside and create with new colours and fonts, I stayed true to the kit, knowing in my gut how important brand consistency is.
However, I wasn't the only one feeling this way. Working alongside me were a few other designers and it wasn’t uncommon that we made a passing comment here and there about how we were sure our audience must be, “sick of these colours” because we sure were. One day after leaving a particularly uninspired day, I asked my husband and a few friends (trusted voices, and members of the non-profits target audience) if they were sick of seeing the brand assets. To my surprise at the time, they said no.
This was a real wake up moment for me. It was the first time I realized something that now sounds quite obvious. You’re probably bored of your brand assets, because you stare at them more than anyone else.
Maybe right now you’re having the same moment I did at the time, thinking “oh, of course”!
You’re using the same fonts and colours for every social graphic you make, the same logos for every document you're drafting, you face them every time you update your website. You are intimately familiar with your brand assets since you likely interact with them every day, and this isn’t a bad thing! Being well acquainted with your brand visuals to the point of boredom, means that you’re using them in a way that you’re maintaining great brand consistency, so kudos to you for that!
The most important thing to sit with (before we get into some practical tips) is that, although you’re sick of your assets, your audience probably isn't. I need you to know that that’s an okay place to be, because although your brand identity is meant to represent you, it's not actually for you. It’s for your audience.
But don’t worry, I’m not just gonna leave you hanging with some encouragement and a high five and tell you to keep on trucking. Let’s dive into what you can do when you’re bored of your assets, to make sure you don’t fall prey to the pretty colour palettes on Pinterest and derail your whole visual identity.
01. Beef Up Your Brand Kit
If you’re feeling bored or frustrated when working within your brand kit, it’s okay to want to zhuzh things up a bit, but you owe it to your branding (and the money you invested into it) to be strategic about it.
One of the best fixes for feeling bored of your assets, isn't actually to change anything at all, it’s to add more.
Adding in more strategically made assets to your kit means more versatility while staying on brand. One example of additional assets to add would be more logos. A secondary (and tertiary) logo added onto an initially smaller brand package (like a Baby Brand), adds a lot of new room to play. These new logo variations often feature more business information, like a tagline or established date, they could also incorporate a new logotype or illustration, and will also be in a new logo layout!
Having some more logos with these additional embellishing bits and bobs added, mean that every time they are used, they amp up the visual interest, while still staying on brand and having a purpose.
For more subtle brand recognition, and a whole lot of fun, you can add in illustrations and patterns! Custom made brand illustrations not only offer you something fun to play with in your brand suit (that are still aligned with you and your business) but they also increase your perceived value, due to their ability to increase brand awareness in a more artful way. This is similar with patterns! No matter what your brand voice is, patterns and textures are a great way to add depth and dimension to your brand visuals when done correctly!
02. Outsource YOUR Collateral
Like I mentioned earlier, you’re likely sick of your branding assets because you’re the one staring at them trying to craft your brand visuals. The good news is, there’s another super easy fix, you can outsource some collateral.
For example, if you picture yourself trying to design your pricing guide and every time you try and use your logos or add a pop of colour somewhere it just doesn't feel right, it might be time to call in the cavalry. Oftentimes a fresh set of eyes, and skilled designer hands, are all your branding needs to have new life breathed into it. A trusted designer can use your assets in new and unique ways while staying within the brand kit, helping you fall back in love with your brand, all the while helping check a task off your business to-do list!
So if you’re sick of your brand assets, know that you’re not alone. Hopefully these two simple fixes do just the thing to help you fall back in love with your brand package.
As a full-service designer who specializes in brand design, I am always more than happy to take the task of building out a brand suite with illustrations, or sweeping the collateral design task off your desk. Say hello, I’d be delighted to hear from you!
HQS Floral contacted me to do just that. Starting with a simple existing logo and colours that she liked, she wanted to build out her brand suite to bump up usability and increase artful feel. We began with a thorough Brand Audit, where I scoured all of her channels and identified specific points where improvements could be made to reach her goals.
We then built out a brand package with multiple new brandmarks, illustrations, patterns, and a slightly refined brand colour palette. What she left with was a brand package that was holistically crafted with her goals and strategy in mind.
Get nosey and read all about it here!
At the end of my ramble here, I’ll add a final caveat to everything I’ve just said, so I truly hope you’ve made it this far!
I’ve chatted your ear off about what to do when your brand assets feel boring and uninspiring to use, but there is another side of it. I’m talking about when your branding just really needs an overhaul. Sometimes brand refreshes and adding new elements on is exactly the simple easy fix you need! Other times, it really is time for a rebrand.
How do you know if it’s time for a rebrand or if a refresh will do you just fine? Great question.
Book a Brand Audit!
Mentioned above when chatting about HQS Floral, a Brand Audit is a call where we partner together, your goals and my expertise, and we examine all facets of how your brand shows up. It’s an easy and painless way for you to get some honest and personalized advice on what is the best course of action for your brand.
Just send me a postcard, and I’ll be in touch with all of the exciting next steps, and before you know it you’ll be over the moon to share your brand with the world!
xx Kabrie