What a Brand Identity Refresh Can Do for You

Perhaps your brand has been on the market for a few years and looks a bit tired? Maybe you didn’t get your branding right the first time and are struggling to assimilate with your market? Either way, a brand identity refresh can do wonders for your business!

As the name suggests, a brand refresh is simply giving your business and its in-market face a makeover so that you can update and renew your identity in the marketplace. A corporate brand refresh can be as simple as just tweaking the logo or updating your colour palette. How complex this process can be is based on the degree of changes needed to achieve your new goals and preferred look and feel. A brand refresh allows your company to modernise and become relevant in the marketplace again.

 
 
 

Is It Time for a Corporate Brand Refresh?

As your business develops so too does the marketplace, and it’s important your company can keep pace with these developments and evolve as needed to stay relevant and relatable. It’s crucial to not fall behind in the marketplace, especially if competitors in your industry are maintaining pace and retaining their competitive edge; don’t risk falling behind and losing yours.

One fantastic example of brand development and refreshing to stay relevant with the marketplace is Microsoft. See their logo transformations across its lifetime and you can clearly see a connection between the logo design and the time it existed in.

 
 
 
 

For many SME businesses and corporations, a good time to consider a brand identity refresh is when your brand resonates more strongly with internal staff than your wider external audience. This can happen without you even realising as organic growth leads your business on a wonderful and fast upwards trajectory. Your team may expand quickly, and branding and marketing decisions are made to suit the changing internal teams’ ideals, in the fast-paced growth your website has been haphazardly added to at different times, and products/services have been named to resonate with your team not your consumer. It can be hard to identify at which stage you’re ready to refresh your brand and realign your image to connect with your consumer, but look out for indictors such as:

  • sustained and substantial growth over a short period, where your team and/or offerings have expanded quickly
  • changing consumer trends within your industry, or a growing consumer market base
  • your brand image and feel resonates strongly with your internal team, but you feel it’s lost on your audience

On the flip side there is the potential that your business has not seen the expected and desired growth within your industry, even if the market trends are on the up. Maybe you have never refreshed your brand and it has maintained the same look and feel since conception. This what we like to call a “tired brand”, where your audience has become exhausted of your brand and no longer connects with it, meaning you fall behind in the marketplace and lose your competitive edge. This can be common in fast-paced industries, or with businesses based on experience and “me too” strategies. In this case, we suggest popping the cherry and considering corporate brand development to bring it back in to relevancy and favour with the market. 

 
 
 

Refresh with an Innovative Brand Development Agency in Melbourne

As a dedicated rebranding agency in Melbourne, we possess a committed approach to assessing and implementing your brand development needs. Auditing the look of your current brand and the message that it is intending to deliver to your target market is a crucial first step. This will determine what visual elements need to be altered and whether your identity is still relevant or requires a complete facelift. 

Your customers are your focus group which is why we delve into their needs, wants and desires to better learn where they currently stand. A brand identity refresh can go a long way to ensure that you are keeping up with their expectations. 

Evaluating your existing marketing material allows us to understand whether the message you are trying to deliver is being received in an effective and efficient manner. Updating this collateral with your new brand identity and theme goes a long way to not only reenergizing your own business, but your customers as well! Finally, we compile all our research and learnings to create a fresh, modern and evolved brand that can be confidently exhibited within your marketing space. 

 
 
 

Rebranding versus Brand Refresh?

Now you understand a brand refresh, but maybe you’re thinking a facelift is no good? If you’re looking to shake-up your image completely, maybe even compete in a new market or target a new demographic, you’re going to need more than just a fresh colour scheme. A rebranding takes brand development to the next level of transformation and overhauls your brand completely. 
 

 

A corporate rebranding can be necessary when:

  • You’re looking to reposition yourself within the market and change the company image and vision. 
  • Industry expectations and/or audience attitudes may have evolved, leaving your current brand image and position in an unprofitable position. 
  • You may be wanting to offer new products and services in an adjacent industry to seek further growth.
  • Your current marketing methods are out-of-date and no longer viable, leading to a whole new approach and strategy. 

As an experienced rebranding agency, we understand the extra attention required to successfully rebrand your corporate identity, it’s akin to building a brand from scratch. We investigate the very bones of your business, examining the numbers and highlighting the up and downs. This allows us to gain a detailed insight into your current performance and find new opportunities for growth and success. 

Working with you throughout this critical process, we start by digging deep to find the true reason for a rebrand, as surprisingly this discussion can lead to a different answer than you initially thought. From there we research, research, research, both internally and externally to further understand the nitty-gritty details. Once we have established what makes your brand unique through this detailed examination, we carry these insights forwards into shaping the tone of voice and messaging which underpins your brand strategy and must be consistent across all levels of your business. From here we can establish your new identity, visual communications and graphic design needs and build your new brand, helping you to structure a plan to share this fresh, new look with the world.

Unsure whether your brand needs a refresh or a full rebrand? Reach out to EJBranding and start the discussion today. 

 
 

We are perfectionists that thrive on the finer details. Our brands our born with every minor detail taken into consideration, we are here as your creative problem solvers.

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