Staying ahead: when to refresh your brand identity
In today’s increasingly fast paced digital world, trends are in a constant state of evolution. However, brands that can consistently adapt to change are more likely to succeed and stand the test of time. This also applies to branding. Your branding forms a core part of the first impression your users receive when they encounter your business. Therefore, ensuring your visual identity remains relevant and continues to resonate with your target audience is key. But how do you know when to refresh your brand identity? And more importantly, how do you go about it?
Brand refresh or brand redesign?
When approaching your business’s visual identity, understanding the difference between a brand refresh and brand redesign is vital. Brand redesigns focus on completely reimagining your current visuals. Through new logos, colours, iconography and other devices that reintroduce your business to current and potential customers. A brand refresh is less radical, with minor alterations that modernise your visual identity to reflect recent trends without compromising your values. Let’s explore the best ways to refresh your brand identity…
Define your goals
Before starting your brand refresh, understanding your business goals is key. It’s these goals that serve as your guide, allowing you to focus on any necessary changes needed to elevate your brand. For example, you may be looking to increase engagement across your platforms, or focus on a key section of your demographic.
Tailor your brand identity with target research
Understanding your customer base is a vital element of target research. Take the time to analyse your core audience and take into account any changes since your last round of research. These changes will guide you when it comes to making any necessary adjustments to your brand identity. Furthermore, by conducting competitor analysis, you’ll be able to see how their branding has evolved and adjust your visuals accordingly.
Revisit your brand message
With new business goals in mind, consider how these will impact your brand messaging going forward. If your aspirations for your business have changed, then it’s time to rethink what you’re trying to convey.
Refresh your brand identity with updated visuals
A key element of any successful brand refresh is revisiting your colours and visual identity. Once you’ve completed comprehensive market and target audience research, start by analysing your logo, colours and typography. Which elements still resonate and align with your business? Which elements need to be updated to achieve the maximum effect? It’s changes like these that create the most immediate visual impact for your customers. Once these alterations have been solidified, it’s important to make sure they’re reflected in your brand guidelines.
Wrapping up…
In a digital world where trends are constantly on the move, more and more businesses are now realising the importance of keeping their branding up to date. By conducting meaningful audience research and redefining your message, crafting a memorable brand refresh becomes easier. If you’re looking to elevate your brand with fresh visuals and a message that translates to your target audience, we’re on hand to help. Find out more about our branding services here.
