In my work, I’m often asked, ‘When should organisations consider working with a brand agency?’

To answer that, ask yourself whether your brand image looks dated. That is, for example, your logo, print collateral, signage and website – the stuff people see, that represents you in the market.

The simple fact is, like hairstyles and fashion, brands date.

The mullet haircut was popular in the 1980s. (Who can forget the flying Warwick Capper?) In recent years, the mullet has seen a resurgence, particularly among Australian youth. The evolving nature of fashion and hairstyles means that even a hairstyle that was once considered particularly unattractive can be reinvented to modern tastes.

The mullet is now trendy to some, and readily accepted in certain industries. But importantly, while the wearer may think it looks great, the majority of people don’t.

So, if you’re hanging onto a dated image for whatever reason, ask yourself, ‘Is it doing more harm than good?’ There’s a fine line between hanging onto the past and looking like a thing of the past.

An outdated brand signals you have not evolved or kept up with the times. It may be perceived as old-fashioned, out of touch, and most likely irrelevant.

The problem with an outdated brand image is that it can make an organisation appear stale and uninteresting. Worst, customers may perceive the brand as not competitive which can lead to a decline in sales.

In contrast, a company that stays current and adapts its image to reflect what it stands for, what it’s about, is more likely to attract new customers and retain existing ones.

Like the mullet, you can evolve your brand image, but you must do so to retain and engage as many customers and prospects as possible.

To remain relevant and appeal to a wide audience, it is essential for brands to keep up with changing times and adapt their images accordingly.

So, if you’re currently sporting an organisational mullet, it could be time for a new ‘do’.