Do you feel that refreshing your brand is the next step to take? Businesses turn to a brand refresh for a number of reasons. For example, you can feel like your branding is no longer consistent or in line with who you are. Alternatively, competitors might be outsmarting you and you are losing customers. Refreshing your brand is a good way to inject some energy into your business again and spice things up.
But, this is not to say that a brand refresh is easy. In fact, it can be very difficult for an owner to do it on their own. Here are five important tips to remember when refreshing your brand.
Know Your Goals
First of all, a brand refresh is something that sounds good. But, the only way it is going to be successful is if it helps you to achieve your business goals. So, before you start on your brand refresh, remind the team of what your goals are. These should be at the forefront of your mind throughout the process.
A common problem that a lot of business owners have is that they know what their goals are but do not know how to achieve them. This is where the help of a brand design agency comes in. For example, Recipe Design provides assistance to consumer healthcare companies that want to refresh their branding. They have an expert team that will listen to businesses and their goals and work on a plan to make this happen.
Always Be Consistent
Updating your brand can be a fun process. You are taking on a better identity and one that you resonate with. But, it is also easy to get carried away. You can take on too many changes at once and this can confuse your consumers. For example, say you are using a new logo and tagline for your brand. This has to be seen across all of your products and services. Not just one or two.
So, the next tip is to always be consistent. When you are refreshing your brand, you need everything to follow suit and take on this new look. So, this means making sure all of the visuals are the same and following the new representation of your brand. There should be no confusion for consumers.
Keep Important Elements
Remember that you are refreshing your brand. You are not going through a rebranding, as this is a whole different process. In other words, you are updating and improving your branding and how you present yourself to consumers. You are not coming to the market as a completely new business.
So, it will be essential to keep important elements of your branding. This can ensure that you enjoy an update but not one that will make consumers question whether you are the same brand. So, keep some elements that work for you and make you memorable. For example, you could keep the main parts of your logo that make you different but change colours and how contemporary it looks.
Aim For Being Unique
You may be deciding to go through a brand refresh because of the competition growing in your industry. It can be tempting to see what is working for others and to incorporate elements of their branding into yours. In other words, you take the best parts from the competition and use them in your brand refresh.
Well, there is certainly a lot you can learn from your competition. You can take inspiration from them. But, what you do not want to do is copy them. You still need to aim to be unique when it comes to branding. After all, you have to stand out and not blend in. Therefore, remember that uniqueness is what is going to be important for attracting customers and gaining their attention.
