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Is it time to refresh your brand? Why a strategic makeover is a smart business move

Tracy Steffensen

Just as you freshen up your personal image with a new outfit or haircut, your business image needs a periodic update to keep your target market engaged.

But refreshing your brand isn’t just about change for the sake of it; it’s a purposeful strategy with clear objectives. It involves modifying your brand identity to reflect who you are now and resonate with your target audience.

A brand refresh can take various forms, from a complete overhaul to subtle adjustments. It can incorporate new elements or give an outdated look a much-needed update. Regardless of the approach, refreshing your brand is a smart business move that can help you stay relevant and capture your audience’s attention.

Unlock your brand’s potential and gain inspiration from our past brand refresh clients

  • Reaching new target markets. Invotec was seeking to reinvigorate its brand and grow beyond its traditional target market. A brand update ensured they maintained key elements of their old branding but with a contemporary new feel that could be applied across their new website and corporate communications.
  • Changing to address industry changes. AP Care was established in the ’70s and provides in-home care. Changes to Government legislation drove changes in their industry, so AP Care needed to stand out from the crowd.
  • Changing to reflect the growth of your business. DF Partners have “grown up” since their start-up days and needed an image that reflected their established client base and successful results.
  • Launching a new business model. Kids Korner had changed their business model from independently owned childcare centres to a franchise model. A strong new engaging branding approach was needed to attract the right franchisees.
  • Maximising conversion. As part of an aggressive marketing campaign, Schreuder Partners needed to maximise new business enquiries by building trust with a sharp, professional look that reflected their approach.

With slight revisions to your branding elements and positioning, you can effectively:

  1. Preserve your existing brand equity, or create a stronger and more cohesive brand identity
  2. Introduce new energy into your market offering
  3. Ensure your brand can keep up and stand out in a competitive marketplace
  4. Reach new customers
  5. Create renewed enthusiasm and an understanding of what your brand stands for within your team
  6. Create a stronger company culture
  7. Shorten the sales cycle by establishing an increased amount of trust in your brand identity.

Refreshing your existing logo doesn’t necessarily mean a complete revamp. Sometimes, subtle changes to the font width, image size and placement, colour shade, or tagline can do wonders in giving your brand a contemporary feel while remaining consistent with your message.

You can also retain your brand’s original elements while updating its associated imagery with new photography, campaign images, or artwork.  You can do a lot to change the perception of your brand by changing the brand language used in communications.

It’s good practice to review your branding every three to five years as part of your strategic planning process. A well-executed brand refresh can help your business remain competitive in a crowded market space without confusing or alienating your existing customers.

Contact Marketing Angels for help to define your brand strategy and work with you to refresh your brand for more impact.

Also read: How insights and workshop transformed Chatterbox’s brand to align with their new strategic direction

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