Over time, an existing brand image may begin to alienate audiences and fail to connect with customers. On average, brands and organisations update their image every 7 to 10 years. From the visual identity to the marketing collateral, there are many opportunities to express a brand’s identity. Brands that aren’t continually evolving run the risk of becoming outdated or irrelevant.
A Brand is much more than just a logo or a name. A brand helps clarify and communicate what an organisation stands for. It encompasses the entire perception that people have about a company or organisation.
To stay relevant and resilient, it is important that brands adapt to change. The process of rebranding or refreshing a brand is more than just updating a logo and changing brand colours. The decision to update a brand is a strategic move that demands careful consideration and implementation. It’s a chance to breathe new life into your brand identity and build stronger connections with your audience.
What is a rebrand and how does it differ from a brand refresh? When and why should a company engage in these processes? What conditions make a brand refresh or rebrand necessary? In this blog, we’ll explore the role of rebranding. We’ll investigate the processes included in rebranding or refreshing a brand. We’ll outline some successful strategies and valuable insights to guide you through the rebrand process, and explore how you can approach a brand refresh to breathe new life into your brand.
Do We Need a Rebrand?: When A Brand Refresh or A Rebrand May Be Needed
Embarking on the journey to update a brand can be both daunting and rewarding. Whether intending to focus on a brand refresh or a more comprehensive rebrand, updating and improving the brand image can be critical to revitalising a brand and helping reconnect with an audience.
What is a brand refresh and how is it different from a rebrand? Both strategies aim to enhance a brand’s image and presence. A brand refresh is when an organisation attempts to modernize and revive its brand image, with modifications to the existing brand identity, while maintaining continuity with its core identity and strategy. A brand refresh differs from a rebrand in terms of scope and purpose. A rebrand is a complete overhaul of the brand’s identity and strategy, typically enacted when the current brand strategy fails. It is a more comprehensive and fundamental change to a brand’s identity. A rebrand is a strategic process that aims to reinvent a brand image, usually to establish a new identity in the minds of consumers, prospective customers, and other stakeholders.
Why do organisations typically embark on a rebrand or brand refresh? It’s important to understand what conditions may make it necessary or desirable to engage in a brand update. Rebranding can be sparked by various factors, most commonly:
Evolving Market Dynamics:
As industries evolve and consumer behaviours change, brands must adapt to remain competitive. Rebranding can help a brand stay aligned with changing market trends and emerging opportunities.
Company Evolution:
As a company evolves, its original brand may no longer reflect its current mission, vision, or values. When a company diversifies its offerings, the original brand might not encompass the new range effectively. Rebranding ensures that the brand remains relevant and authentic to its core principles.
Changing Audience Preferences:
Consumer preferences are constantly evolving, and what resonated with your audience yesterday may not resonate today. A rebrand or a brand refresh allows an organisation to reconnect with their target audience and meet their changing needs and expectations.
Brand Repositioning:
Brands sometimes need to reposition in the market to reach new audiences or differentiate themselves from their competitors. Rebranding offers an opportunity to redefine the brand’s positioning and messaging.
Reputation Management:
If a brand has suffered from negative publicity or a damaged reputation, rebranding can help overcome negative perceptions, reset their public image and distance the company from past issues.
A recent survey conducted by Bynder revealed the most common reasons companies engage in a rebrand. 45% wanted to reposition their brand within their market, 41% were motivated by a desire to reflect a change in their target audience, and 26% were motivated to address negative perceptions about their brand.
Shifting consumer tastes, a change in an organisation’s focus, or the desire to reposition within a market, can lead to a feeling that an organisation has outgrown its existing brand identity. Through engaging in a brand refresh or a rebrand process, an organisation can successfully complete the journey of transformation, revitalising their brand and reconnecting with their audience.
We Need a Rebrand: Key Strategies for Successful Rebranding
A successful rebrand is a process that takes time to implement and complete. Challenges that come with a rebrand or brand refresh include updating an often wide range of marketing assets and effectively communicating the rebrand or brand refresh to audiences.
A brand comprises a set of visual assets and stylistic choices that combine to form a cohesive image. Building a strong and successful brand involves developing a clear and coordinated brand strategy, a powerful brand identity, and effective brand marketing. Whether a brand refresh or a more comprehensive brand reinvention, the following strategies will help an organisation navigate through the process:
Conduct Comprehensive Research:
Before embarking on a rebranding journey, it’s crucial to conduct research to ensure you understand your market, audience, and competitors. Gather insights through surveys, focus groups, and market analysis to inform and support your rebranding strategy.
Define and Clarify Your Brand Identity:
Clearly define your brand’s identity, including its purpose, values, and personality. Your brand identity serves as the foundation for all rebranding efforts and should resonate with your target audience while also successfully differentiating your organisation from competitors.
Collaborate with Stakeholders:
Involve key stakeholders, including employees, customers, and external partners, in the rebranding process. Their input and feedback can provide valuable perspectives and help ensure stakeholders believe in and support the new brand image.
Develop a Cohesive Branding Strategy:
Craft a comprehensive branding strategy that encompasses all aspects of your brand, from visual elements like logos and colour palettes to messaging, tone of voice, and brand experience. Ensure consistency across all touchpoints to create a cohesive and memorable brand identity.
Test and Iterate:
Before fully rolling out your rebrand, test different elements, such as logo variations, messaging, and visual assets, with select audiences to gather feedback and identify areas for improvement. Use this feedback to refine your brand elements iteratively and ensure they resonate with your target audience.
Plan for Implementation and Rollout:
Develop a detailed implementation plan outlining the steps and timeline for rolling out your rebrand across all touchpoints, including marketing materials, digital channels, physical spaces, and internal communications. Ensure all stakeholders are prepared and aligned for a smooth transition to the new brand identity.
Measure and Evaluate:
After launching your rebrand, track key metrics and performance indicators to evaluate its effectiveness and impact. Monitor changes in brand awareness, perception, and customer engagement to gauge the success of your rebranding efforts and identify areas for further optimization.
Following these guidelines will help implement and refine a successful brand update that is informed by thorough research, supported by key stakeholders, and tested by feedback to ensure it will resonate with target audiences.
A well-executed rebrand or brand refresh will help reinvigorate an organisation’s image, align their branding more closely with their ambitions, and will go a long way towards helping drive future success.
Conclusion: Rebranding or Refreshing Your Brand
A rebrand or a brand refresh are strategies available to organisations looking to navigate change and stay fresh and relevant. Whether you decide on a brand refresh or a rebrand, the process can breathe new life into your brand, strengthen your competitive position, and create deeper connections with your audience.
By understanding the need for rebranding and implementing key strategies effectively, you can navigate the rebranding process successfully and make the most of the opportunity to transform your brand and position your organisation for long-term success.
Are you interested in exploring the possibilities and advantages of a rebrand or brand refresh for your business or organisation?
Do you feel your organisation could benefit from updating and renewing your brand?
At Grinning Graphics, our branding and design professionals are passionate about working with businesses and organisations to develop and refresh brand identities that align with their values and ambitions. We will work closely with you through every stage of the brand refresh or rebrand process.
Contact us today to discuss your rebrand or brand refresh project and book a consultation with our branding experts.