Your brand is more than just a logo or color palette—it’s actually the heart of your business. Not convinced? Here’s an experiment: Close your eyes and think of the words “Just do it” or “I’m loving it”. What do you see, hear or even smell?
Brand is an extremely powerful tool to attract customers attention and to (try) to influence the way they think about the brand. However, as industries evolve and consumer preferences shift, sometimes a brand refresh can breathe new life into your marketing strategy and business growth.
Evaluate what’s working (and what’s not)
Before making changes, take stock of your current brand and its elements. Which aspects resonate with your audience? Which feel outdated? And also evalutae what does your competitors do?
There are many ways to convey whether or not your brand should be updated, and you should try to approach an evaluation from several perspectives: customers, competitors, from people outside your industry or category and from your employees.
To ensure that you capture insights, conducting a surveys or interviews with the mentioned groups is a good way to understand their perceptions of your brand. Running competitor analysis and social listening in particular is also a good way to figure out whats moving out there, so that you can better evaluate what’s working and what’s not.
Update your visual identity
In most cases, an update of the visual identity has more pros than cons. However, the extent of it can be different. Sometimes, a full rebrand might be the right thing for your brand, but a new fresh logo, typography, or color palette can modernize your brand without losing recognition. Aim for evolution, not revolution.
A good example of an evolution of brand, is Google’s subtle logo changes over the years where they maintain its iconic look while staying modern and relevant.
Furthermore, evolution of the brand might also be the most realistic for most companies to conduct, considering the costs and financial impact a full rebrand might cause.
Revisit your brand voice
Your brand is far more than just the logo and colors – it represents your company’s personality. Hence, make sure to revisit your brand voice. Does your tone of voice reflect who you are today? A slight shift in language can align your messaging with current trends.
Developing a messaging matrix that takes the various audiences into account, can be a very useful tool to ensure that you stay consistent in all channels and touchpoints.
Refresh your website and social media
Once you’ve decided on the new visual identity, the next step is to ensure that your digital presence gets updated, as this is often the first touchpoint for customers. Remember to update your website, social media profiles and banners – both visually and tone of voice – to ensure brand consistency across all surfaces. If you do have some physical assets, these should be included too.
A brand refresh doesn’t mean starting from scratch; it means refining your identity to stay relevant while staying true to what makes your business unique. With thoughtful updates, you can ensure your brand continues to resonate with your audience for years to come.
Marketing & Comms have both complete rebrading and brand refresh knowledge and experience. Want more information on how you can get your brand updated and relevant for your audience!
Sources:
Creating a Strong Brand Voice: Expert Advice and Best Practices | Clay
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