Rebranding your business can be an intensive process that can literally redefine a company from the ground up. And for many businesses, it’s necessary to stay competitive. However, it is possible to take a small-scale approach by simply refreshing your brand. Think of it as remodeling your home. It’s still the same house that keeps you safe and warm; you’re just replacing the orange shag carpeting with hardwood floors and the pea green Formica countertops with granite.
And just like completely rebranding a business – or remodeling a house – refreshing your brand requires a great deal of strategy and planning in order to be successful. Here are a few points to consider to help guide your refresh efforts.
Clearly define why a brand refresh is necessary
What spurred the idea to refresh your brand? If your company has been around for a while, maybe you’ve decided it’s time to revitalize your dated look. Or, perhaps you’re targeting a new audience and want a brand with a broader appeal. Whatever the reason, it’s important to clearly define why it’s necessary and, most importantly, share your reasoning with your workforce and other key company stakeholders to encourage buy in.
Don’t rush through planning and research
To go back to the remodeling metaphor, you wouldn’t grab a hammer and just start knocking down walls around your house without a blueprint. There’s a whole cavalcade of architects, contractors, materials, and permits that must be in place first before work can begin. And the same holds true for refreshing your brand. Do you have a timeline in place? Have you considered what other components of your business will be affected, such as marketing materials, logos, or office décor? Have you developed a budget? These are all important questions to ask yourself during the planning and research phase of a brand refresh.
Think long term
You don’t want to invest in a major brand refresh only to have to do it again a couple years down the road. Stay away from the flavor of the month or trends that are popular in the moment, but don’t necessarily have the longevity to keep your brand current long term. It may be a good idea to consult with marketing and design experts who have a good pulse on fleeting trends vs. concepts that are built to last.
Keep your customers informed
Your customers will be the ultimate test for whether or not your brand refresh was a success. Keep them informed about the changes and how it will affect the level of service they have come to expect. If possible, it’s also a good idea to get customer feedback about your brand refresh ideas or input about the changes they would like to see.
Refreshing your brand is no small feat. It takes a lot of preparation and hard work to do it right, but can yield big results by helping to ensure your brand stays fresh and continues to resonate with your customers.