The benefits of a brand refresh
Why you might need one and the right way to go about it.
Firstly let’s clarify the difference between a rebrand and a refresh.
They are not one and the same although often mistaken to be.
Rebrand
If something has fundamentally changed, for example, your offering has changed or the company has merged with another business. This change would need to be reflected in the business branding as it’s too big of a gap for a refresh to achieve. It’s basically a total redesign of your brand values, messaging and visual presence so a much bigger undertaking than a brand refresh.
Refresh
This is sharpening the knife on what you’ve got, perhaps your visuals have become outdated or needs to keep up with your target market. If your brand feels a bit behind the times then the bond with your target market can weaken. We are all human, we continue to adapt, grow and evolve and even the most established brands know to be front of mind to their customers they need to keep up with their target markets.
Right let’s dive into the benefits
It’s important to keep your customers front of mind during this process. You have a brand and customers to retain because you are already doing something right so do remember this. It’s about continuing to build on that foundation you’ve built. A refresh should maintain the same image that your business had prior, just better. If that’s not what you’re after then a complete rebrand is the way for you.
Benefits of a brand refresh
It singles you out as being the leader in your industry
It shows how your company is willing to adapt, grow and improve
Encourages connection with the shifting values of your customers and potential customers
Improves your bottom line by opening up appeal to new customers whilst maintaining the current
Gives you a competitive edge so you don’t fall behind in your industry.
Change for change’s sake is never a good idea.
Consider why you want to go down the road of a brand refresh, be open in your communication with your customers about the intention behind a refresh. If in doubt, reach out and book a free clarity call above and we can chat about why you’re considering it in the first place.
