In the ever-changing industry of marketing, it's easy for a brand to get left behind. Staying on top of the latest trends and staying aligned with an audience requires constant self-analysis and research. Take it from the big brands; they're continually morphing their look and messaging to stay current and maximize their reach. But how do you know whether your company needs a complete rebrand, or a brand refresh?
It's important to always keep an eye on the market to determine whether or not it's time for change. However, rebranding is not always necessary. Instead of planning a complete overhaul, sometimes all companies need is a refresh to reflect the ongoing changes in the industry.
A brand refresh involves keeping the bones of your company the same and simply giving the surface a good makeover. Usually when your brand feels like it no longer stands out, it's time to revisit your marketing tactics and find out what's not working. You can also tell by your sales whether or not it's time to refresh. Consider a refresh if:
A refresh can be thought of as a spring cleaning for your brand. Take a look at your messaging, color palette, images, videos, website, and logo. Sometimes all it takes is fine-tuning your slogan and refreshing your marketing materials. Choose a new font, tweak your current logo. Don't worry about revamping your entire image.
Sometimes when you opt for rebranding, you risk doing more harm than good. Pulling off a successful rebrand requires a lot of planning and research. You have to create an entirely new brand "personality" and possibly go into a different market than before. Consider rebranding if:
Rebranding is all about changing the way your audience sees you. In order to do that, you need to really determine what you want to accomplish with your rebranding. Setting a clear goal helps to steer you in the right direction. Examine your competition, but don't copy them. Focus on what makes your company unique and build a new identity based on the core values of your business.
At energyhill, we help businesses find their voice or just freshen up their current one. We understand the changes in the industry and advise the businesses we partner with accordingly. If you are looking to modernize your brand's identity or are looking to start from the ground up all over again, contact us to get the conversation started.
