Considering a brand refresh?
Author Polly Buckland
Tues 15th May 2018
Considering a brand refresh?
Carrying out a brand refresh can be time consuming and expensive. You can also be sure that everyone and their Aunt within your business will have a sudden interest in marketing each with their own (often objective) opinion on the new direction of your business identity.
In this blog, we look at the main considerations when it comes to a brand refresh to ensure that if you decide that this is the way to go you do so with your eyes open and a plan in place.
Reasons to Rebrand
Many start-up businesses create their branding with little, to no budget. It is true that you get what you pay for and so lack of funding in the early stages of business can mean that design work be it branding, literature or website can suffer.
When you have grown up as a business and your logo and branding can no longer reflect the quality of your work or no longer speaks to your audience it is time to consider the change.
There may be several reasons that you embark on a brand refresh – but proceed with caution as brand equity can be lost in the change.
Reasons for a brand refresh could be:
- Moving into a new market segment
- Targeting an audience with different needs
- Merger or Acquisition
- New Business Direction
- Expansion of products or services
- Bad reputation
- Outdated design / Image
Reason: The old sketch type logo had been with Taskforce UK since inception. Over the years the profile of clients has grown to the point where the team is working with national museums, premiership football teams, and government buildings but their original branding didn’t compliment their standing within the industry.
PAULA ROONEY REBRAND
Reason: Paula’s signature had successfully supported Paula Rooney Floral Design as the logo since launch. Paula Rooney Floral Design had grown and now had a new audience of international luxury hotels such as The Four Seasons in addition to her bridal clients. The rebrand was to create a visual identity that would work within their established wedding space as well as speaking to a corporate audience.
When a brand refresh doesn’t hit the mark.
It’s subjective of course.
A rebrand isn’t achieved overnight nor can it be paid for with pocket change. Recently we have seen a brand refresh by Battersea Dogs Home who have lost their iconic line drawing logo and have gone for a more childlike, fingerprint doodle style logo. We can’t proclaim to understand what they have done but time will tell. What do you think?
In 2010 GAP had the fastest brand backpedal on record. This rebrand is reported to have cost them approximately $100 million and lasted just 6 days before they reverted back to the branding that we all recognise. Does anyone remember this fail?
Here is our list of considerations when embarking on a brand refresh.
- Has your audience changed
- Are you speaking to a new segment of the market
- What research have you done
- Has your core proposition changed
YOUR VISUAL IDENTITY
- What will you keep? What currently works.
- Produce a corporate identity document to help illustrate the changes internally and to provide ongoing guidance for agencies & associates
- Logo – how will this be used? How many variations do you need?
- Print Assets: Business Cards, Letterheads, Brochures, Literature
- Digital Assets: Email signature, Email campaign templates, Website, Social Media Profiles
- Large Scale: Outdoor advertising, vehicle livery etc
How will you tell people about your new brand refresh? Consider a client event or a customer focus group to get early feedback? Use social media communities and polls before you hit print/send to make sure you have hit the mark.
Once you have clarified your messaging, rolled out the new branding and updated all profiles, all that is left is to roll it out officially. You could consider:
- Holding a client event
- Write a news release
- Announce via your social media channels
It ain’t just the logo. Read more on why branding is more than just a logo.
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