Do you take brand identity refresh seriously?
Whether you’re running a small or large business, or you're an organisation, charity or individual, brand management is absolutely crucial! In order to grow, you need to keep it fresh and relevant!
Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.
– Sir Richard Branson
Brand building is an ongoing process and one of the most crucial facets of any business or organisation.
When you’re creating a brand, you’re creating a strong brand image and identity which will represent your key values and brand promise. Your brand identity should inspire trust and confidence.
If you want to secure a real competitive edge, you should think about giving your brand identity a makeover. This is also known as a refresh or an update.
Why do you need a brand refresh?
Is your business is relocating or experiencing an organizational restructure?
Has your target audience, product lines or service changed?
Is your brand failing to connect with your target audience?
If you answered yes to one or more of these questions, you may be in need of a brand refresh.
Rejuvenation is vital to your survival and you risk damaging your brand perception and losing the interest of your target audience if you’re no longer resonating with them.
All brands evolve over time, however, not every business or organisation will need a complete rebranding. A brand refresh is often all that’s required.
Brand refreshing is not like rebranding, which would involve a full overhaul of your brand. A brand refresh simply requires you to alter your brand positioning, vision, mission, and promise. This will allow your brand to remain relevant, distinctive, appealing and aspirational.
Definition of brand
Your brand is basically your story, and it tells your target audience about your product or service. It encompasses:
brand promise;
brand attributes; and
value proposition.
Branding captures your unique essence and brand personality. This is what differentiates you from your competitors’. Your brand should represent your key values and brand promise. Your aim is to inspire trust and confidence.
Creating a brand identity that stands the test of time is a complex challenge, but you can easily overcome this with a brand refresh. It will help you to reinvigorate your business or organisation and establish a stronger brand story.
Benefits of a brand refresh
Ensures you’re noticed and remembered
Makes your content much more effective
Adds value to your business or organisation
Your brand will achieve more clarity and purpose
Enhances your credibility and encourages customer loyalty
Improves your visibility and ability to attract more prospects
Makes it easier to convert your audience and boost your profits
When you hire an outside agency to refresh your branding they’ll make the necessary adjustments and alterations to enable you to better engage your brand with your audience.
Your updated brand identity guidelines will allow you to introduce consistency and best practices. Once this is in place, you’ll be able to develop and implement a more effective brand strategy.
#branding, #brandidentity, #brandupdate, #brandrefresh, #brandbuilding, #brandmanagement, #brandpromise, #brandattributes