Rebuilding Your Brand Identity
Holding on to an outdated brand is like keeping a collapsing barn upright with duct tape. Sometimes, the smartest move is to let it burn and start again.
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A Brand Refresh is the process of repositioning a business while preserving its core identity. By revamping the brand identity, including a logo, messaging, and products.
A refresh allows you to realign with your mission and create a more cohesive experience. Which can help your business grow, and improve customer perception. By showing that you're growing to provide more quality products and services. New visuals and messaging can also appeal to new demographics.
Everyday Examples
Dunkin' Donuts repositioned and rendered down to focus more on coffee with Dunkin'.
Burger King moved away from its former plastic Y2K logo, to a modern 60's and 90's throwback.
New York took a hit and a miss with this move from its iconic logo to somthing more modern.
When to Refresh
You connect with your target audience, but your visuals look dated or common.
If you’ve been in business for a while, a refresh can help you stay relevant, and adapt to the current market. By getting rid of what's not working to make way for new tools and assets.
You are expanding your business, products, or services.
Your business is changing. If you have a new partnership, added offerings, or paired things down. You need to reflect these changes in your branding so customers know what you're offering.
You want to retain or attract new clients.
All things change with time. If your audience's interests have changed, or you're expanding into new markets. A refresh will help you meet them where they are now.
You need to refine your identity to be more consistent.
Consistency is key in business. If your visuals and language are different on your website, socials, and print materials. A refresh can help you bring things together to be more cohesive.
Your visual identity needs to adapt to the current market.
If your brand isn’t as strong or memorable as your competitors, or if your changing marketing efforts. It's time to reassess your branding and positioning to be more relevant in today's market.
"The Snake which cannot cast its skin has to die. As well the minds which are prevented from changing their opinions; they cease to be mind."
Friedrich Nietzsche
The main function of a healthy mind is to be open to change, and a mind that cannot change might as well be dead. By default, your branding functions in a similar manner. If it does not grow with its audience and adapt to market changes, it might as well not exist.
Brand Refresh Process
1. Audit Your Current Brand
Evaluate Brand Assets: Review your logo, color schemes, typography, and other visual elements.
Assess Brand Messaging: Examine taglines, mission statements, and your brand voice.
Analyze Market Position: Compare your brand with competitors to identify gaps and opportunities.
Gather Feedback: Get input from customers, employees, and stakeholders to understand how they view your brand.
2. Define Your Objectives
Clarify Goals: Are you trying to reach new audiences, or align with changing market trends?
Align with business strategy: Ensure the refresh aligns with your new business goals.
3. Understand Your Audience
Consider new demographics: Research your new audience's preferences, needs, and pain points.
4. Revisit Your Brand Identity
Update Visual Elements: This can include refreshing your logo, colors, fonts, or web design.
Refine Brand Voice: Ensure your tone is consistent across all channels.
Create new Brand Guidelines: Document your new brand standards to maintain consistency.
5. Test Concepts
Develop Mockups: Create mockups of key materials like website, business cards, and social media graphics.
Gather feedback: Share initial ideas with focus groups to gather input.
6. Update Brand Touchpoints
Website and Social Media: Refresh your digital presence, including your website, social media, and ads.
Marketing Materials: Update brochures, business cards, email templates, and packaging.
Physical spaces: If applicable, update signage, uniforms, or branded spaces.
7. Communicate the Change
Internal communication: Inform your team about the new branding and how it affects their roles.
Customer communication: Explain the reasons for your refresh to your audience. Including what's changing and how this benefits them.
Launch campaign: Plan a public announcement or campaign to unveil the refreshed brand.
8. Monitor the Impact
Track key metrics: Measure how the brand refresh impacts brand awareness, customer engagement, and sales.
Gather ongoing feedback: Monitor customer reactions and make adjustments as needed.
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