Brand Refresh:3 Signs You’re Readyfor a Refresh

Creative Director, Linda Bartlingprovided her thoughts on

refreshing a brand.

“I like to compare a brand refresh to a home remodel: fresh paint, new shingles and landscaping can add curb appeal and

enhance the chance of selling a home and getting the best price.”

It’s the same with your brand!

A refresh enhances the perception of a brand when a solid foundation and

framework already exist.

Like a remodel, a brand refresh retains some visual equity along with just enough

change to introduce a new attitude.

It respects the company heritage and positions the brand for the future.

In what situation should a company consider refreshing their brand?

Over time, styles, attitudes and perceptions change.

Brands need to change in order to reflect these shifts in consumer

preferences.

If your logo is too complex, it may not adapt well to digital and social media

platforms.

Many brands were developed before the digital age and have had to evolve

to be better suited for these platforms.

When optimizing your logo for digital and social media, consider

this rule of three.

If it’s…

1. too wide

2. too tall

3. too detailed

it will become unrecognizable when scaled down.

So, what are 3 questions you can ask yourself to determine if you’re ready

for a refresh?

1. Is your branding outdated?

Consumer preferences change and brands can become visually

dated.

Letting your brand become too outdated will have a visibly – quite literally – negative effect on your

brand image.

2. Are you reaching your target audience?

2a. Has your audience or offerings shifted over time?

A refresh will allow you to more accurately target the new or expanded

audience.

For example, if you’ve expanded to include a younger demographic, you will need to adapt your messaging strategy, visual presence and marketing channels in

order to reach a segment that is using an ever-increasing variety of social networks for news

and information.

3. Has your branding become

inconsistent?

In order to build and maintain brand

recognition, it’s important to be

consistent with your branding.

Buyers want to support someone that’s well organized and thoughtful in

all its actions and all aspects.

This doesn’t just apply to taglinesand logos.

If your online presence and marketing materials don’t align, it can confuse audiences and make you appear

less reputable.

So why is updating your brand important?

Your brand is your company’s face, reputation, and identity.

To continue the home improvement analogy, it’s the view from the street that sets you apart from the neighbors, draws

buyers in and creates a lasting impression.

Have you gone through a brand refresh?

Are you thinking about a brand refresh?

Leave us a comment if you have questions or go to www.altstudios.com

Questions? Contact Us!