Reasons for refreshing your brand


POSTED ON 6th May 2014

When was the last time you bought a new piece of clothing, updated the decor in your home or got a fresh new haircut? Was it noticed by those around you? Did you feel people paid more attention?

Much like your personal image, occasionally your business image will need a fresh new look, to continue to make the right customers and prospects taReasons for refreshing your brandke notice.

Refreshing your brand is not just change for change sake, but a strategic business decision with clear-cut goals. It’s an undertaking to modify your brand identity to represent who you are today and to appeal to the audience you are targeting

A brand refresh can take many forms, it can be a complete and radical overhaul or more subtle. It can add new elements or simply update an old look.

Here are some recent examples:

Reaching new target markets

Invotec were seeking to reinvigorate their brand and grow beyond their traditional target market. A brand update saw them maintaining key elements of their old branding but with a contemporary new feel that could be applied across their new web site and corporate communications

Brand refresh examples

Changing to address industry changes

AP Care were established in the 70’s and have spent the last 30 years providing in home care. With recent changes to Government legislation driving changes in their industry AP Care needed to stand out from the crowd.

AP Care brand refresh

Changing to reflect the growth of your business

DF Partners have “grown up” since their start up days and needed an image that reflected their established client base and successful results.

Development Finance Partners brand refresh

Launching a new business model

Kids Korner had changed their business model from independently owned childcare centres to a franchise model. To attract the right franchisees a strong new engaging branding approach was needed.

Kids Korner brand refresh

Maximising conversion

As part of an aggressive marketing campaign Schreuder Partners needed to maximise new business enquiries by building trust with a sharp professional look that reflected their approach

Shreuder Partners Brand Refresh

With slight revisions to your branding elements and positioning, you can effectively:

  • Preserve your brand’s existing equity or pull together a stronger identity.
  • Introduce new energy into your product or service.
  • Ensure your brand can keep up and stand out in a competitive marketplace.
  • Reach new customers and bring renewed enthusiasm among existing customers.
  • Create renewed enthusiasm and an understanding of what your brand stands for within your team
  • Create a stronger company culture
  • Shorten the sales cycle by establishing an increased amount of trust with your brand identity.

Refreshing an existing logo doesn’t have to be drastic. As you can see from our examples you can make subtle changes to the width of the font; the sizing, scaling and placement of images; the shade of a color; or the tagline and still be consistent with your message.

You can also retain all the original elements of your brand, but change just the imagery associated with it, for example, new campaign images, new photography and new artwork. You can also do a lot to change the perception of your brand by changing the brand language used in communications.

A good brand refresh will enable your business to compete more effectively with other brands vying for the same market space without alienating or confusing your current customers.

Ideally you should review your branding every 3 to 5 years as part of your strategic planning process.

Contact Marketing Angels for help to define your brand strategy and work with you to refresh your brand for more impact.


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