Does your business need a brand refresh?
It’s the beginning of a new year, and that means fresh starts and a whole lot of change! It makes it the perfect time to start thinking about whether your brand needs a fresh update to start the year off right.
Although change can be exciting, a brand refresh isn’t something to do just for the sake of it. You’ll need to have a clear strategy behind your refresh to ensure it fits with your vision of the brand.
So if you think it’s time for your business to get a fresh new look, here are some things you’ll need to start thinking about.
The difference between a company rebrand and refresh
First things first, we’ve noticed a lot of people get confused between a brand refresh and a rebrand. We like the way Fabrik brands puts it - “if a brand refresh is a makeover for your company, then a rebrand is the plastic surgery”. A company rebrand is all about starting your brand from scratch - including giving it a new personality and a completely new image. On the other hand, a refresh is simply an update - giving your brand a new look, a new logo, or simply refreshing your marketing materials.
Now that we’ve got that out of the way, when is it a good time to undergo a brand refresh?
Signs that hint you need a brand refresh
A brand is so much more than a company name and logo. It encompasses your company’s identity and public perception. If you’re finding that your brand feels outdated and is no longer connecting or relating with your audience, here are a few signs that may suggest it's time for a brand refresh.
1. Your brand isn’t standing out from your competition
With so many brands out there offering the same product or service, it’s becoming harder to stand out from the crowd. If you feel like your brand is missing a ‘point of difference’, a brand refresh may help you achieve it. Determine what distinguishes your brand from everyone else and portray that in your marketing materials.
2. Your company’s values have changed
Just like anything, company’s change over time. If you think your company has outgrown its initial values and mission, it’s time to change things up and redefine your brand values.
3. Your brand message is inconsistent
Similar to your company values, if your brand message is inconsistent, a brand refresh can help realign your vision and values. Consistency is incredibly important in becoming a trusted company that delivers the same quality experience every time a customer interacts with your brand.
4. You’re needing to attract new customers
As your brand grows, you may find that your target audience will too. If you’re needing to attract a new set of customers, changing your image to appeal to that particular audience will help you catch their attention.
Things to consider during your brand refresh
Whether you’re just wanting to update your logo, or if you’re wanting to refresh all your visual branding aspects, the extent you wish to undergo a refresh is completely up to you. It may mean that you are deciding to change your brand voice and message, and update all marketing materials to convey that change.
Many brand refresh’s include updating a logo. And with that in mind, it’s important to consider the sound, look and feel you are wanting to go for. Here are some insights into brand colours to help you get started.
Brand colours and their meaning
One of the biggest decisions when designing a brand logo is choosing its colours. Depending on the look and feel you’re wanting your brand to be perceived as, you’ll need to pick colours that fit with your brand’s identity.
Each colour resonates with different characteristics and feelings, so picking the right palette for your brand is incredibly important in building a visual connection with your audience.
The colour red is famously known for anger, passion, and excitement. It’s a strong colour that makes a statement, often associated with being loud and playful, energetic, romantic and love. Think about brands like McDonalds, Coca-Cola, and Red Bull.
Yellow is another statement colour. It’s associated with friendliness, comfort, youthfulness, positivity, and happiness. McDonald’s is a brand that uses both yellow and red.
Orange is quite similar to yellow, except with a more invigorating touch. It’s associated with energy, excitement, warmth, playfulness, and change. It’s bright and attention-grabbing, and is very much suited for brands that are looking to elicit feelings of vitality and happiness. Think about brands such as Fanta, Soundcloud, and even Amazon.
Purple is a colour associated with luxury, spiritual awareness, and high quality. It’s a great colour for brands that are wanting to come off as sophisticated, classy and luxurious. Think about Cadbury and Hallmark.
For more on brand colours, Tailor Brands has some great insights on the meanings behind different colours.
Making the decision to refresh your brand can be a big one, but it’s worth the work if your current brand image isn’t resonating with your audience. It’s a great way to bring back some life and modernity to your brand. And if anytime is a good time for a brand refresh, it's now!
For more branding and marketing tips head to The Blackdrop Blog.