Does something about your brand feel sort of… off? You’re not getting the right enquiries, people don’t seem to get what you do, you’ve been posting plenty on social, but cue the cricket noises. You can’t quite put your finger on exactly what it is, but all signs are pointing to “something’s not working”.
Yep, it might be time to reassess your brand. But a word to the wise; a brand refresh isn’t just about a new logo. There’s a whole lot more that goes into it, so it’s not a decision you’ll want to take lightly. In this blog, we’ll talk you through exactly what a brand refresh actually involves, how you decide whether it’s even needed, plus some tell-tale signs updating your brand will (and won’t) help.
What does a brand refresh involve?
I’ve been holding back from using the term “a fresh lick of paint” in this blog. It downplays the time and effort that goes into updating a brand identity (although yes, I’m pretty pleased I’ve still managed to sneak it in). When deciding to update your brand, the actual process looks a little something like this:
Kick-off
A deep dive into your organisation’s existing data: research, customer feedback, and all the rest.
Brand audit
Taking a look at what still reflects you well, and what’s holding you back.
Defining your strategy
So every new brand decision has a clear purpose before any creative work begins.
Developing brand guidelines
Your brand foundation: clear brand guidelines for consistency at every touchpoint.
Tone of voice
Making sure your messaging is brand-aligned and sounds like you.
Creating brand assets
Building what your team actually needs to use day-to-day.
Brand roll-out
So your stakeholders understand the changes and feel part of them from the start.
Signs a refresh will (and won’t) help
If you’re still reading this, you’re probably still mulling over whether a brand refresh is the best next step for you. While there are moments where it’s definitely the right choice, other times your problems might be pointing to something else you need to address.
When it will help
- People regularly misunderstand what you do
- You’re attracting the wrong enquiries, customers, or partners
- Different teams describe the organisation in different ways
- New services or priorities don’t fit comfortably within the current brand
- The organisation has evolved, but your brand hasn’t caught up
- You’re constantly reinventing the wheel when creating content
When it (probably) won’t*
- You feel pressure to “keep up with the times”, rather than it being a real business need
- The brand is clear, it’s just not being used consistently
- Your strategy is unclear
- Internal buy-in is missing
- The company needs to prioritise stability first
- The problem is discoverability, not positioning
*Luckily, as a creative agency, we have a range of services that can help with these more specific needs.
Sound familiar?
Nodding along but still not quite sure what you need? We can help via a website or social audit. Or, if you just want to chat through what’s going on, we’re all ears.