Ever wonder why certain companies decide to do a complete branding overhaul? Almost any company you can think of has refreshed their look at one point or another. Apple, Starbucks, Pepsi… you name it.
But what is the reason behind these branding “glow-up’s”?
A brand refresh or elevation can be beneficial to a company for many different reasons. It can help you gain the trust of your audience when they see you evolve and grow. I mean, who doesn’t love a little upgrade every now and then?
Refreshing the look of your brand doesn’t have to consist of dramatic changes and a completely new look. It can be subtle, yet effective in keeping your brand relevant, and differentiate you from your competitors. Think of it like adding a fresh coat of paint to your house—not a total remodel, just enough to keep things looking spiffy!
In this article, we will discuss:
The Benefits Of A Brand Refresh
In a world saturated with branding—where ads follow you from your phone screen to the side of a bus—standing out can be a real challenge. A well-executed brand refresh can breathe new life into a company, ensuring it stays connected with its audience and remains competitive.
Let’s dive deeper into three benefits of refreshing your brand.
Building Trust with Your Audience
A brand refresh can significantly strengthen the trust your audience has in your company. When customers see that your brand is evolving and staying up-to-date, it reassures them that your company is active, attentive, and committed to meeting their needs.
This sense of trust is crucial, as consumers are more likely to remain loyal to a brand they believe is reliable and forward-thinking. Basically – they want to know you’re not just sitting there collecting dust.
In fact, research by Motista found that emotionally connected customers have a 306% higher lifetime value, which demonstrates the importance of keeping your brand aligned with your audience’s expectations and values.
Refreshing your brand to reflect current trends, values, and design sensibilities shows your audience that you’re not stagnant, but instead are dedicated to continuous improvement. This helps to build and maintain a strong, trusting relationship with your customers.
Differentiating from Competitors
In today’s competitive market, what’s more important (and challenging) than standing out from the crowd? A brand refresh provides the perfect opportunity to differentiate your company from competitors.
Whether it’s through updated visuals, a refined message, or a new brand voice, these changes can set you apart and make your brand more memorable to consumers. Your company gets to be the one everyone’s talking about at the cool kids’ table… score!
According to a study by McKinsey & Company, companies that prioritize design and branding outperform industry benchmarks by as much as two to one. That’s double the winning potential just by flexing a little creativity!
This demonstrates that a strategic brand refresh can give you a significant competitive edge. By analyzing what competitors are doing and identifying gaps in the market, you can use a brand refresh to position your company uniquely, making it more likely that consumers will choose your brand over others.
Staying Modern and Relevant
We live in a time where consumer preferences and market trends change rapidly, so keeping your brand modern and relevant is essential. A brand refresh ensures that your company’s image, messaging, and overall identity are in line with current expectations.
This not only helps you attract new customers but also retains existing ones by showing that your brand is evolving alongside them. In other words, don’t be a Motorola in the age of smartphones.
A study by Reboot Online revealed that color improves brand recognition by up to 80%, highlighting the impact that even visual changes can have on keeping your brand fresh in consumers’ minds.
Additionally, research by Lucidpress found that 48% of consumers expect brands to stay aware of current design trends. This expectation means that staying modern isn’t just about aesthetics; it’s about meeting the evolving needs and desires of your audience.
Since we’re all about walking the walk, not just talking the talk… we’ve recently undergone our own brand refresh to create a modernized and sophisticated look.
We’ve developed a new brand ethos rooted in the principles of clean, minimalist, and refined design. We believe that simplicity is the ultimate form of sophistication, and we strive to embody this philosophy in every aspect of our visual identity.
SGD Brand Guidelines
How To Know When It’s Time For A Refresh
1. It feels outdated
Recognizing when it’s time for a brand refresh can be challenging, but certain signs indicate that a change is necessary. We all love a good “blast from the past”, but not when it comes to your brand.
One of the most obvious signals is when your brand starts to feel outdated or disconnected from current market trends. If your logo, color scheme, or overall brand aesthetic feels like it belongs to another era, it may be time to consider an update.
For example, in our recent brand elevation, we noticed that our previous logo and color scheme no longer reflected the clean and modern image we wanted to project. This prompted us to redesign our visual identity to better align with current design trends and our evolving company mission.
2. Your company is evolving
Another key indicator is a shift in your company’s values, mission, or target audience. As your business grows and adapts to new markets, your branding should evolve to reflect these changes. If your brand no longer resonates with your core audience or fails to connect with new customers, it’s likely a sign that a refresh is overdue.
3. Change in the competitive landscape
Additionally, changes in the competitive landscape can also prompt the need for a refresh. If your competitors are updating their brands and gaining market share, it’s crucial to assess whether your brand is keeping pace.
Don’t get left behind—if your competitors are all out here serving fresh looks, you might need to step up your game too.
4. Internal Indicators
Finally, consider the internal signs. If your employees are disengaged or disconnected from the brand, that’s a big red flag! A refresh can help reenergize your team and align everyone with the company’s current direction.
A report by Rebrandly showed that 74% of companies that underwent a brand refresh reported an increase in customer loyalty, suggesting that timely updates can also strengthen internal morale and external customer relationships.
How To Effectively Execute Your Brand Refresh
In-house or external team
Successfully transitioning to a refreshed brand requires careful planning and execution. Depending on your resources and expertise, you may choose to manage the refresh internally or hire an external agency to guide the process.
If you have a strong in-house design team with a deep understanding of your brand, handling the refresh internally can be a cost-effective option. However, if design isn’t your forte or you just want a fresh pair of eyes on it, calling in the pros could give you that “wow” factor you’re after. Partnering with a professional branding agency can provide valuable insights and ensure a polished, cohesive outcome. *Chefs kiss*
Rally Your Team
Regardless of how you choose to execute the refresh, it’s crucial to get your entire team on board and hyped for this transition.
Rallying your employees around the new brand is essential for a smooth transition and long-term success.
After all, a united team is a powerful team, and they’ll be your biggest cheerleaders when the refresh goes live! Ensure that everyone understands the vision behind the refresh and is committed to upholding the new brand standards. This is where the importance of detailed branding guidelines comes into play.
Establish Brand Guidelines
Comprehensive guidelines will be your best friend, serving as the foundation for consistency across all platforms and materials, from your website to your business cards. They outline everything from logo usage and color schemes to tone of voice, ensuring that every touchpoint reflects the refreshed brand accurately.
It’s vital to allow your team ample time to implement the changes. A rushed transition can lead to inconsistencies and confusion, both internally and externally.
Create a thorough project plan that details each step of the process, from the initial design stages to the final rollout. This plan should include timelines, responsibilities, and checkpoints to ensure that all elements of the brand refresh are executed seamlessly.
Remember To Monitor The Changes
Lastly, don’t forget to keep tabs after your launch. You’ll need to implement a monitoring period after all the changes have been made to ensure everything has transitioned smoothly. Keep an eye on organic feedback of your brand refresh and anything that might’ve been missed in the initial roll-out.
And there you have it! A brand that looks like it’s fresh back from a long needed vacation.
To help you effectively make this transition and make sure you are “ready to launch” after a refresh, we’ve created this Brand Refresh Checklist. Make sure to save this for any brand refreshes you might have in the future!