If your brand was an outfit, would you still wear it?

You wouldn’t wear clothes that no longer fit the person you are today

Not because they were bad, but because they no longer reflect who you are or how you show up today. Yet many businesses are still wearing branding that belongs to a different time, a different audience, or a past version of themselves.

Fashion moves on because people do. What felt right in 2010, skinny jeans, peplum tops, oversized logos, glossy finishes doesn’t always feel right now. Not because it was “wrong”, but because tastes, expectations and contexts evolve.

Branding works in much the same way. Many businesses don’t realise their brand has become outdated — not because it looks old, but because it no longer reflects who they are or who they’re trying to reach.

The business has grown.
The audience has changed.
The offer has evolved.
But the brand hasn’t caught up.

Updating a brand doesn’t mean throwing away everything that came before.
Just as you might keep elements of personal style while updating the fit, branding often benefits from refinement rather than reinvention.
It’s about adjusting what no longer works… not erasing history.

A useful question to ask is this:
“Does our brand speak clearly to the people we want to attract today?”
If the answer feels uncertain, it’s often a sign that the brand needs revisiting.
Not because it’s broken, but because it’s no longer aligned.

Businesses evolve because people do.
New leadership, new goals, new customers. All of these shape how a business should look, sound and feel. A strong brand grows alongside the business, adjusting to reflect where it’s headed rather than where it’s been.

If your brand feels dated or slightly out of step, that doesn’t mean it’s failed.
It might simply mean it no longer fits.
And just like fashion, sometimes the most confident move is choosing something that feels right now