There are many reasons to undergo a brand refresh. One of many brand development services, a brand refresh is a brand adapting to the times. Even when businesses go through times of growth, you should constantly evaluate your brand and how it’s performing among your target audience.
It’s important to note that a brand refresh is not a full rebrand. While they are similar, there are some stark differences between the two:
A brand refresh is an update of a brand. It takes the fundamental values and visual identity of a brand and modernizes it while staying consistent with your message to your target audience.
Dunkin not only changed its visual identity to something more simple, but it also updated its name to simply “Dunkin’.”
Google updated its logo throughout the years, most notably the last update, which happened on September 1, 2015. They updated the fonts and shadowing used in the logo.
Where a brand refresh takes a brand and builds off of that brand, a full rebrand is a more involved process when a current brand is uprooted in favor of a new brand. A full rebrand means completely changing the visual identity, brand voice, and values to align with the current target audience.
How do you know when to undergo a brand refresh? Here are some signs of what to look for, and some brand refresh strategies:
You know it when you see it. With a dated brand, you risk fading into the background or, worse, your audience is turned off of buying your products or services. Modernizing your brand feel will help you stand out while ensuring that you have a brand that fits what consumers expect in this day and age.
If you notice that KPIs (key performance indicators) have fallen year over year, then it may be time for a brand refresh. Data can be a powerful tool, and with online marketing and analytics reports, we can take that data as a way to monitor issues with your brand’s performance online. Chances are, brands that aren’t growing online aren’t growing offline, either.
Good branding is consistency. Consumers will buy from brands they are familiar with, and consistent branding can go a long way to increasing that familiarity. A brand’s values and visual identity should match a consumer’s personal experience with the brand. If it doesn’t, then you risk losing a potential long-term customer.
It’s important to take note of competitor branding efforts as often as you can. For example, if a close competitor decides to go through a brand refresh or complete rebranding effort, you should consider the ripple effect it has on your company and the industry as a whole. It may affect how you want to position your brand in the market.
Whenever there is a change in the products or services you offer as a company, it may be a good time for a brand refresh. Consider Dunkin’ Donuts, with their branding change to Dunkin’. One of the main reasons behind that change was an increased emphasis on coffee and other drinks. Removing “donuts” from their name was a sensible refresh that made sense in that regard.
If you are changing your audience and target market, you should consider a brand refresh or maybe a full rebrand. Even if you’re not changing your target market, you may find your target market has changed its values and motivations over time. Consider what that means for your brand and it’s perception.
Companies can change over time. It could be a result of a structural change in your company like a change in leadership or a merger or acquisition. It could also be a change in core values and goals over time. Whatever the reason, your brand should be a reflection of the company it is today. If there’s a lack of continuity between what your brand was and what it is, it may be a convenient time for a brand refresh.
Without a brand refresh, you risk your brand will fall behind, leaving you in the dust. Is it time for your brand to undergo a refresh? We can help you take the next step. Contact us today for branding services.
Call us at 617-834-4840 | al@bergeroncreative.com