What is a brand refresh?
Firstly, you are probably wondering what exactly is a brand refresh. A brand refresh can be thought of as a facelift or renovation of your brand. It is not a total overhaul of your brand (that is always an option) but something far simpler.
Why would you consider a brand refresh?
We all know that change is a fact of business life. Businesses evolve. New products may be introduced appealing to a new types of customers. So whatever size your business is you must adjust to reflect your changing business and stay one step ahead of the competition.
Branding is all about distinguishing yourself from your competitors. But in marketing, it’s not just about differentiation, it’s about setting your brand apart and standing out from the crowd. Is your brand an asset or a liability in that endeavour?
So, to change the way your company is perceived a few tweaks here and there to your branding will help.
By making simple alterations to your branding and positioning, you can:
- Maintain your brand’s integrity
- Inject a new energy into your business
- Iron out any brand inconsistencies
- Ensure your company’s image is current in an ever changing world
- Generate a buzz among existing customers and employees
Many businesses are taking this route as it requires far less risk than a complete brand overhaul and can get you the results you desire.
Your business may already have a logo that works well, but things change with time and you need to make sure your business doesn’t become out-of-date.
How do you know when it’s the right time to refresh your brand?
If your business is facing one of these 5 scenarios, a brand refresh (or facelift) is definitely worth thinking about.
1. Is your branding out-of-date?
Your logo might have been revolutionary when you started your business, but now it has aged and your business’s image is suffering as a result. Take an honest look at your visual branding and assess whether it’s moving you forward or holding you back.
2. Have your products/services changed?
Is your brand messaging an accurate reflection of who you are and what you offer today, or is it outdated? Most companies grow and evolve over time to stay relevant. As an example, Starbucks originated in 1971 as a retailer of coffee bean roasting, and their brand identity up until 2011 featured the word “coffee” but over the years they have expanded their business to include espresso beverages, teas, ice cream, etc. which ultimately led to dropping “coffee” from their name.
3. Is your branding inconsistent?
Perhaps you use one version of your logo on printed materials and another on your website, along with all the various strap lines because you can’t decide which work. This can be detrimental to your brand. You need to be consistent or your clients won’t understand what you are offering and to make it worse, you may be seen as sloppy and unreliable.
4. Are you reaching your target audience?
Has your target market shifted since you created your brand, or maybe you have changed the audience your product and services are aiming at? In this case, a refresh will allow you to reach exactly the people you want.
5. Is your business preparing for growth?
If your business is adding in new product lines, or considering a merger, then this is a good time to reassess your brand and make sure it has the strength to carry your business through such changes.