Does your branding feel dated or look like something that came out of the 1990s? Are there shadows and 3D effects, or fonts that are no longer legible? If you answered yes, your brand may be showing signs that it needs a facelift.
Branding is the process of defining, conveying, and maintaining your business’s core value and differentiators. It’s about representing who you are, what you stand for, and how you want your customers to perceive you. The business logo is only one of the elements your customers identify as branding. Assets like imagery, website, social presence, printed media, and Merchandise play a large role in brand recall and equity.
It is essential when deciding to rebrand that you consider how well-known your brand is and how the change will affect your target audience. When making changes, you mustn’t lose sight of your goals in the process. Think of it like a personal makeover, a better haircut, an up-to-date outfit, and new shoes can transform how a person is perceived.
A brand refresh needs to honour the historical visual connection, but with an up-to-date and new, vibrant look that satisfies the expectations of your modern buyers. Ultimately, a brand refresh not only tells your audience that you’re modern and relevant, but it also shows that you’re connected to your customers’ preferences. Nobody wants to be associated with a tired and weathered brand.
However, with change comes some risk and responsibility, and at times, even the biggest companies miss the mark. What better way to learn the dos and don’ts of rebranding than from those who already have?
A great example of a successful rebrand is Microsoft.
Over the years, Microsoft’s branding has evolved to reflect the aesthetics that appeal best to its customers. As simple graphics, color, and clarity have become more appealing to people in the modern marketplace, Microsoft has made the necessary changes to keep pace with companies like Apple and Adobe. The part I love most, which would have been a significant decision for the marketing team, is the use of window squares in the form of four-square tiles. This is what I call the ‘golden thread’.
A ‘Golden thread’ is an element that is used across multiple sections of branding that tie everything together. This element not only maintains the look and feel of a business’s branding but also serves as a secondary logo, allowing customers to instantly recognize it as part of the brand.
Now you ask yourself: ‘How do I rebrand without losing my identity or loyal customers?’.
Here are 5 easy steps
- Know what your business stands for. Most importantly, know your current and potential customers. By completing some market research, you will have a better understanding of how to engage, trends, and market expectations.
- Narrow your focus to what matters. Analyse your existing brand and pinpoint what needs improving. Is your colour scheme giving the wrong vibes? Is your font becoming harder to read? Does your imagery look dull and pixelated? Do you need to add an element to be the new golden thread?
- Which materials need rebranding? . Aside from the master logo, this list can include materials such as Brand Guidelines, Stationery, Signage, brochures, flyers, branded merchandise, and Social Media Platforms, among others. It is crucial to maintain a consistent new branding across all platforms and asset classes.
- Engage a team of professionals. If you don’t have a team of professionals on hand, consider hiring a marketing agency to help give you that 360-degree perspective. The right modern marketing agency will ensure that your new branding aligns with your business, audience, and market objectives.
- Deliver the Change. Now is the time to launch your new brand in a coordinated and purposeful manner. In many ways, the brand activation step is the most important. Crushing steps 1-4 means little, if activation becomes a “face-plant”. Consulting with a modern marketing agency is essential and can save you a significant amount of time and money.
You don’t always have to completely rebrand your business to make a lasting impression. Sometimes small changes can go a long way, depending on the marketplace. Making the right, small design will be valued and appreciated, saying that if your brand is on life support, a total rebrand may be the only option.
Use this 5-step guide as a resource to help identify where your brand is in its lifecycle. If you want to have a chat about any of these topics or to get the ball rolling on your rebranding, email us info@voodu.com