Most companies will undergo a periodic brand refresh. When a business decides to go through a brand refresh, it’s usually because the core of the company has remained strong, but the messaging or visual face of the company has become outdated. Other companies may decide to take on a complete rebrand. Before you jump into a brand refresh or rebrand, you should make sure you're taking the right route with the right strategy.
Is It Time For A Brand Refresh?
When you do a brand refresh, you are freshening up your existing brand and realigning with your current audience and values. This is an opportunity to drop what isn’t working for you anymore and to take on a fresh new brand presence. There a lot of reasons a company may decide to go through with a brand refresh, but the most common reasons are:
- Having an outdated logo and visual presence
- To improve communication and consistency throughout messaging
- Company undergoes changes in products, services, ideal clients, ownership, etc.
- To stay relevant and relatable to a changing and growing audience
Another perk to unveiling a brand refresh is increased sales. Due to the exciting new elements to your refresh, your brand will create a buzz! This is also a good opportunity to raise prices, if that’s been on your mind.
Once you’re sure a brand refresh is your route, it’s time to consider the pieces of your brand you are looking to refresh and 5 steps you’ll have to take to get there!
Steps To A Refresh
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Market Research
Before you get started, you should do thorough research into what the trends are in branding and marketing, as well as who your new or refined target audience is going to be. Are you targeting the same audience or has there been a shift as you have grown?
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Reposition
Once you know who your target audience is going to be, you need to reposition your company with a new and unique value that appeals to them. You’ll also need to dial in what really makes your business stand out in the crowd.
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Update Visuals
This is the fun part. Now you get to refresh your visual presence - your logo, brand colors, website, social media, and photos! This part might require the help of some other experts, though. For example, a new website or logo will probably require a web designer, new copy will need a copywriter and good professional photos will need a brand photographer. It’s a bit to venture into, but the end result is worth it!
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Realign Messaging
Now that you’ve refined your target audience and the new unique value your brand will have to offer, it’s time to convey that all through new messaging. You’ll want to readjust your brand messaging in order to maintain and continue to grow more emotional and relatable connections to your audience. It’s how you tie everything together and deliver it to your audience.
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Unveil!
If you are comfortable and satisfied with all aspects of your brand refresh, from the logo to the messaging - it’s time to show the world! You can plan a brand fresh launch and create a buzz beforehand and draw in more attention. Here’s to a new brand chapter!
When your brand is ready for some fresh new photos, or if you have any questions about a brand refresh or brand photography, let’s chat!
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