Four questions you should ask yourself before diving feet first into a rebrand.
It probably helps if I start by giving you my short perception of what a ‘brand’ actually is.
I read a long time ago that it’s not what you’re saying your brand is, but what others are saying it is. Recognition and reputation – this is built and precious and were a company gains worth.
Basically, a rebrand doesn’t just mean a new typeface, colour palette and some new art direction on your images. It requires the uncovering of the public’s perception of your brand which once identified can then be used to evolve your company’s or product’s identity.
I’m delighted when a client gives you the treasured permission to hold their brand in your hands and shake things up a bit. Quite an honour, although like most privileges, it doesn’t happen very often.
It’s our job to submit a refresh to a client regardless of their request – any creative ideas we may have are owed to our clients, it’s what we do and it’s what we’re proud to share.
Any time at all! It’s a constant process of keeping up to date, to keep re-inventing the wheel, and keeping customers hooked. Being where they are, anticipating their next steps, and aiming to meet them there too.
However, when rebranding, it is important that you stay true to your fundamental core brand message. There are guidelines, manuals, or the Bible for the more ‘brand religious’ clients out there to ensure you don’t stray away from it! This aligns the brand to a degree of worth, tone of voice and showcases the way we want it to be seen.
There’s a balance between retaining the recognition and legacy of a brand and moving our brand on to deliver a clear service message to new customers.
Also, be wary not to rebrand just for the sake of it. Just because you have kept your current branding for many years doesn’t necessarily mean that it’s not still successfully connecting with your target audience; if things ain’t broke, why fix them?
1. Are there any discrepancies between what we offer and how we are/could be perceived?
2. Do we offer what we used to offer?
3. Are we targeting a new demographic?
4. Do we have an outdated personality look and feel wise? Do we keep the main iconic creative but update its appeal?
A well-executed rebrand will help your business grow by making your products/services resonate more with your audience. It can also differentiate you from your competitors and be a real catalyst for future success.
If you’ve answered yes to one or more of the above 4 questions, it could well be time for a brand refresh. Get in touch if you’d like a little help.