Making the decision to rebrand or refresh your brand can feel daunting. There’s no way around it, it is an involved, time-consuming and costly process. So making sure that you have the right team to guide you is vital.
To get the most out of your rebrand, it should be more than just changing your logo and colours. Apart from the visual update, it’s an opportunity to get a renewed understanding of your brand. The process aids to align staff, consolidate a brand positioning, and to better understand how your audience expect to interact with your brand. That’s why it’s important to know when to rebrand and what steps to take during the rebranding process.
When to rebrand or refresh your brand
Whether you are an established business or a start-up, at some point in the future, chances are that you will have to make a decision on whether or not to rebrand or refresh. The scale of the update will depend on your circumstances. Such as when it was last updated, or if other business changes are occurring that would warrant a rebrand or a refresh.
A refresh simply means to update the brand instead of reinventing it. Components of your visual identity might look dated, or not easy to use. Brands should refresh their visual identities regularly, to stay current.
A rebrand can be needed for many reasons and consists of different levels. A rebrand often happens when the brand needs to reposition themselves around a new perspective, personality, or product.
If you’re considering rebranding your business or refreshing your brand, there are a few questions to ask yourself:
- Do you have a clear idea of what your brand is and how it’s positioned?
- Do you have an established reputation in the marketplace?
- Has your business outgrown its identity, have you launched a new product or service, or has your audience expanded?
- Have you merged with, or acquired another company?
- Is your current brand/logo inconsistent, dated or confusing?
- Does your current brand/logo create a negative impression?
Overall, if you feel like your brand’s design no longer reflects who you are and what you do, it’s probably time for a rebranding strategy.
A rebrand doesn’t have to be as scary as it sounds. With a thoughtful approach you can update your brand to move with the times.
Elements to look at
Start with defining the brand: Does the brand reflect your vision, values and brand personality? Is the brand positioned to move into the future?
Logo: The logo is often the first point to address; does it need a refresh or a rebrand at this stage?
Messaging: What you say and how you say it is important. Does your messaging accurately reflect your brand? Look at improving/updating core brand messaging statements.
Visual identity: Is the brand consistent across all touch points? Is the brand recognisable? Look to update/refresh colours, fonts and any other elements that expresses the brand visually.
Implementations: Consider where the updated branding will be implemented and what touchpoints need to be updated.
Guidelines: Consistency is key, so having a set of guidelines is important.
Rebranding is a process that should be approached with care and consideration. When you rebrand, you’re not just redesigning your logo or changing your colour scheme—you’re also making an important statement about who you are as a company and what you stand for.