As your farm or food business grows, your brand should grow with it. Maybe you started with a homemade label or a logo designed by a friend years ago—and it’s served you well.! But just like your facility or business plan, your brand sometimes needs a refresh to keep up with your goals, audience, and the market around you.
At KCARD, we often work with entrepreneurs who are growing or changing their business, and are thinking about updating their logo, label, or website. The best place to start isn’t with a design, but with your business plan. Your plan lays out your mission, values, and target customers—all key pieces of information that should guide how your brand looks and feels.
The fall and winter months are a great time to take a step back, reevaluate your business and marketing, and make sure your brand still reflects your goals. If you haven’t already, check out our previous post: 5 Tips to Strengthen Your Farm Business Plan Before Year-End for ideas on how to get started.
When It Might Be Time for a Refresh
1. Your products or services have changed.
If you’ve expanded your product line, entered new markets, or shifted your focus (for example, from selling at farmers markets to wholesaling or on-farm sales), your original branding might not fit as well anymore. Your logo, label, and website should reflect what you offer today, not just where you started.
2. Your brand looks outdated or inconsistent.
Design trends change, and so do customer expectations. A dated website or hard-to-read label can unintentionally send the message that your business is behind the times. Even small updates (cleaner fonts, simplified logos, refreshed colors) can make your brand look more professional and appealing.
3. You’re reaching a new audience.
Maybe you’re moving into retail stores or selling online for the first time. The audience you’re trying to reach might respond differently to design, messaging, and layout than your local customers. A brand refresh can help you connect with that new market more effectively.
4. You’re proud of your product, but your brand doesn’t do it justice.
Many business owners reach a point where they feel their branding just doesn’t capture the quality or personality of what they’ve built. That’s a clear sign it’s time to revisit your logo, labels, and marketing materials.
What to Focus On
Logo:
Your logo should be simple, versatile, and recognizable. It needs to look good on everything from your farm sign to your website header to your product label. If your current logo feels cluttered, hard to read, or doesn’t scale well, a redesign (or even a gentle update) can make a big difference.
Labels and Packaging:
Your label is often the first impression your product makes on a customer. Check that your labels meet current regulations, are easy to read, and align with your brand’s personality. A label refresh can also be an opportunity to improve storytelling—highlighting your farm name, origin, or values.
Website:
Your website is your digital storefront. If it’s hard to navigate, not mobile-friendly, or hasn’t been updated in years, it may be time for an overhaul. An updated website should make it easy for visitors to find your products, learn your story, and get in touch with you.
How KCARD Can Help
Updating your brand doesn’t have to be overwhelming. KCARD can help you:
Evaluate your current branding and identify what’s working (and what’s not).
Develop a strategy to roll out updates gradually, so you can stay consistent and budget conscious.
Ensure your updates align with your overall business goals and target markets.
A brand refresh is more than just a new look; it’s an opportunity to realign your image with the heart of your business. Whether you’re making small updates or planning a full rebrand, KCARD is here to help you think strategically and move forward confidently. Contact us at kcard@kcard.info or 859-550-3972 to get started!