Refreshing a brand can be a daunting task, but with the right approach, it can be a rewarding and effective way to stay relevant and appeal to new audiences. Here are some steps you can take to approach your brand refresh:
Define your objectives: Start by identifying the reasons why you want to refresh your brand. Are you looking to attract new customers, reposition your brand, or modernise your image? Clearly defining your objectives will help guide your decisions throughout the process.
Evaluate your current brand: Take a critical look at your current brand and evaluate what’s working and what’s not. Analyse your brand’s visual identity, messaging, and overall positioning in the market.
Conduct market research: Conduct research to gain insights into your target audience, competitors, and trends in your industry. This can help you identify gaps in the market and develop a strategy to better position your brand.
Develop a strategy: Based on your objectives and research, develop a strategy for your brand refresh. This should include a clear vision for your brand’s new direction, as well as a plan for implementing changes across all touchpoints.
Refine your visual identity: Your visual identity is a key component of your brand, and it’s important to refine it in a way that reflects your new brand strategy. This may include updating your logo, colour palette, typography, and imagery.
Refine your messaging: Your messaging should also be updated to reflect your new brand strategy. This includes developing a clear and consistent tone of voice, as well as messaging that resonates with your target audience.
Implement changes: Once you have refined your brand strategy, visual identity, and messaging, it’s time to implement changes across all touchpoints. This includes your website, social media channels, marketing materials, and other brand assets.
Measure your success: Finally, it’s important to measure the success of your brand refresh. This can include metrics such as website traffic, social media engagement, and sales. Use these insights to refine your strategy and continue to evolve your brand over time.
Overall, a successful brand refresh requires a clear strategy, a deep understanding of your target audience and competitors, and a commitment to implementing changes across all touchpoints. By following these steps, you can approach your brand refresh with confidence and create a brand that resonates with your audience and achieves your business objectives.
If you’re considering refreshing or revisiting your brand, whether for strategic enhancement or creative evolution, Crilly & Wardell are here to help. Get in touch any time for a chat and let’s build a great brand together.