Want to stay relevant in a competitive landscape? Looking to appeal to a wider audience and showcase your latest improvements? A brand refresh is one of the easiest ways to rejuvenate your identity and revive business performance.
But is it right for you? Try asking yourself the following questions…
- Does your brand look/feel outdated?
- Does your messaging lack focus and consistency?
- Are you struggling to stand out?
- Are you expanding into new markets?
Answered yes to any of these? Let’s explore how a refresh could benefit your business.
But first, we’ll quickly differentiate between a rebrand and a brand refresh. The former will completely overhaul your brand identity and strategy – great if you’re looking to make a significant shift in your business model or reposition your company. The latter is a deliberate evolution or ‘facelift’ of your asset, maintaining your core identity and refreshing what has become stale or outdated. Less risky, less costly and far less time-consuming!
So, what are some of the deliverables of a brand refresh and how can they revive your business performance?
If you’re struggling to stand out in a saturated market, a refreshed brand strategy is a powerful tool to ensure you are keeping pace with current marketplace trends. Making some noise with a new tagline or logo, and a unique and memorable marketing campaign, reminds existing customers that you’re still here. Let them know that you are evolving to meet their needs with new services, products and ways of engagement, keeping one step ahead of the competition.
A refreshed visual identity signals that you are current and relevant, and can attract new customers too. Getting your business out there and creating a buzz can lead to increased sales and market share, particularly if you are looking to tap into new markets and customer bases.
Refreshing and focusing your brand messaging and communication builds trust and credibility with your audience. Strong, consistent messaging across all touchpoints is essential to retaining customer loyalty.
A revitalised positioning statement can boost your company culture. A progressive, unified workplace builds pride and purpose from within. A brand that is seen to be at the leading edge of its industry will also undoubtedly attract new talent.
As exciting as a brand refresh sounds, and it most definitely is! It should still be approached with care. A poorly executed refresh can lead to your existing customer base feeling confused and ostracised. Professional expertise and market research are critical steps, but the benefits will speak for themselves.
If you feel like your brand is a little outdated or you’d like to find more appealing ways to communicate, let’s talk…
