A brand refresh is not a rebrand.
A brand refresh aims to shape your brand’s identity, not change it entirely.
A brand refresh is tidying up the garden and painting the front door – a rebrand is moving house. It’s important to choose the right option for your situation.
When should I rebrand?
Rebranding is usually the last resort. After all, considerable time and money have already been invested in building your current brand.
But in certain instances, you do have to bite the bullet and look in another direction.
- If you’ve merged with another brand
- If you want to reposition your brand with its existing market
- Damage control, particularly to distance yourself from failure
- Targeting a new market as your business develops
- When the current perception of your brand no longer aligns with your brand identity
When should I refresh my brand?
Refreshing your brand is an opportunity to fill in the gaps between your desired brand identity and how your audience perceives you.
Hopefully, it’s more of a step than a leap and just a case of enhancing the look and feel of certain brand elements.
The first step should be an audit to identify the strengths and weaknesses of your current branding.
Highlight anything that looks dated or out of place or has been underperforming. How could you be more competitive in your industry?
What trends are currently driving your sector? How can you improve the ways that customers interact with your brand?
The focus should be on keeping your brand updated. If you’ve recently revised your overall brand identity, this is a good opportunity to ensure that everything fits together.
Updating your logo
Your logo is a powerful visual tool, and the decision to update it shouldn’t be taken lightly.
Bringing your logo up to date won’t necessarily be a huge revamp – it’s more likely to be minor tweaks to refine it.
You might look at fine-tuning your colour palette, updating the typography or adding more minor visual elements.
Many of the world’s largest brands subtly update their logos as part of a brand refresh – you may have noticed Pinterest, Facebook and Microsoft tweaking their logos recently.
Your brand style guide
Once you have all the fundamental components of your refreshed identity, you must develop a brand style guide. This can be used to communicate your new image throughout your organisation and to ensure that future marketing fits the brief.
It’s usually easier to roll out the refreshed brand internally first. Let everyone know about the new changes and embrace any feedback they offer. It’s a great time to explain the motivation behind the changes and plot how to release the new branding to your audience.
Need help with your brand refresh?
We’ve been helping guide companies through the branding process for a long time and can help ensure that you get the most out of the experience. Whatever the scale of your plans, let Toast help. If you would like to discuss your branding, logo or identity project, call us on 01295 266644 or complete the form.