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Every business or brand comes to the point where refreshing the system in some way will bring excitement back to both customers and employees. A brand refresh, or redesign, is something that can boost attention drawn to your business, and can incentivize new customers to use your business over others. A rebrand, on the other hand, is changing your brand in a way that is strategic and one that aligns closer to the specific needs of your customers. A rebrand repositions your business in a way that supports and aligns your business goals with the service you are offering. Below, we discuss the difference between a rebrand, redesign, and refresh and how a refresh can help your business grow.
What Is A Brand Refresh?
If we look at a rebrand as changing the brand entirely and a redesign as rediscovering a current brand, a brand refresh is a subtle change to your brand to enhance customer perception and how your brand markets itself. A brand refresh involves tactical, small changes to enhance your brand’s perception and make it more appealing to customers. It is not to say that a brand in its state is bad, but with time consumers do look for brands to evolve. This is where a brand refresh comes into play.
Overview And Objectives Of Updating Your Brand
There are a few key factors that can come up within your business that would warrant a brand refresh. For starters, shaking off an old image of your brand would be key. Take a restaurant, for example. If a menu has changed or a new chef has taken over, the restaurant owner may want to refresh the brand to better represent the menu or the style of cooking the chef works in. Shaking off an old image is not always a negative but rather just a better representation of your current product or services.
Another reason may be if your business is entering a new market or introducing new services. This, plus having a new target audience, can lead to needing a brand refresh simply to have better market capture. The objectives of your brand refresh will rely on the type of services you are now offering, your new target market, and also how your brand holds up to the competition.
Signs Your Business Needs A Brand Refresh
You may be wondering what a brand refresh is. It is not always apparent that a refresh needs to occur, so knowing some key indicators can help you make a better decision on how exactly you refresh your brand. Below are some key factors in determining whether or not a brand refresh is warranted.
- Your Brand Looks Outdated: If your brand does not speak to a modern audience or your current product, then a brand refresh may be warranted. Furthermore, if your brand logo or identity is inconsistent throughout different mediums, then refreshing to align is a good idea.
- Brand Perception Issues: If your brand has negative associations or seems to be losing relevance, then a refresh is warranted. A refresh can help lighten a brand’s image and become more relevant in modern markets.
- Company Or Product Evolution: If your product or company has evolved, then it is a good idea to have your branding do so as well. An evolution of the products you offer or the brand itself are both good things, and your branding needs to match this.
The Benefits Of A Brand Refresh
A brand refresh, first and foremost, allows your business to be marketed at its most current state, highlighting the offerings you provide and letting consumers know exactly what it is your business can provide them. A refresh will also excite customers, drawing older ones who have not come back in some time while also appealing to a new audience. Finally, if sales are declining or customer sentiment is low, then a refresh can help address these issues and make your business both profitable and relevant again.
Steps To A Successful Brand Refresh
There is a correct way to go about refreshing your brand. Below is a quick look at the steps it takes to ensure a successful brand refresh.
- Assess Your Current Brand
- Define Objectives For The Brand Refresh
- Use Data And Research To Guide Your Refresh
- Test and Gather Feeback On Proposed Changes
- Implement The Key Aspects Of Your Refresh Across Team And Products
- Monitor And Evaluate Changes
- Align Your Team And Commit To The New Path Forward
As you can see, a lot of thought goes into the best way to refresh a brand or business. The team at LP Creative is here to help you make the most of the refresh. Our team of professionals can help guide you and your business toward a refresh that makes your brand relevant, modern, and in demand by customers. Use the information above, along with our team’s consultation, in order to reach your brand refresh goals. We want you to have an incredible website that serves your business’ needs without causing you stress. If managed WordPress hosting sounds appealing to you, please feel free to contact us — we can’t wait to be of service.