January 10, 2018

Brand Redesign

How to evaluate your brand for a refresh vs. a brand redesign

A brand represents more than a logo. Every interaction your company or organization has – from sales calls to your social media messages to your customer service responses – impacts your brand. These interactions form the impression, tone and feeling of a brand.  Branding is not only about attracting your target market to select you over your competition, but also about getting your prospects to see you as THE credible provider of a products or solution.

A brand can touch multiple senses – sight, sound, smell, taste, touch. Brands can also evoke an emotional response, such as feelings of sympathy or pride.

A good brand will:

  • Deliver a clear brand promise
  • Confirm your brand’s credibility
  • Provide an emotional connection to your audience
  • Motivate your target audience to “buy”
  • Create consumer and employee loyalty

Another way to think of this: Brand = strategic. Marketing = tactical.

So, when should a brand consider a refresh compared to a complete redesign?

Brand refresh strategy: giving your brand a makeover

According to 3M Corporation, 90 percent of information transmitted to the brain is visual. Therefore, how you present your company and your product must start with what people see.

Think of a brand refresh as a makeover. It is an opportunity to update your company’s look and messages to stay relevant to your target audience.

The scope a brand refresh can vary, depending on the goals and objectives you are trying to achieve. A brand refresh could include an updated logo, visual style and tone.

 Key areas to evaluate your brand:

  1. Does your brand relate to your target audience? Will your target audience “get it” without a lot of thought? A brand should be an instant “ah-ha,” requiring very little thought and contemplation.
  2. Does your brand reflect the promise you are making to your target audience?
  3. Does your brand reflect your organization’s values?

Brand redesign: Go beyond the logo

A total rebrand goes beyond the logo. Typically, organizations considering a total rebrand are also making significant changes to their organization – whether it be project category changes or new target audience segments. For example, if you’re considering introducing your product/service to a new audience, will this audience “get it” without a lot of thought?

Six reasons why should you consider a rebrand:

  1. You’ve changed your category
  2. To stay competitive in your category
  3. You’ve changed company ownership
  4. To launch your product in new markets and to new audiences
  5. Because consumer tastes and attitudes have changed
  6. Your product is re-formulated or re-introduced to the market

An excellent example of a successful rebranding campaign is the Old Spice® campaign a few years ago. Prior to 2010, Old Spice was seen as a brand for older generations. To change perceptions, the brand came out with their “swagger campaign” to show off a new look and attitude. The campaign was a huge success, surpassing its sales goals.

A brand grows by billing itself as different, by isolating itself from others (Apple® took that quite literally with “Think different” to great success). However, as digital devices command more of our daily attention, consumers are more comfortable with the idea that everything is interconnected. In fact, brands that help brings things and people together can have a positive impact to customer attitudes. The brand that screams the loudest no longer commands the most attention; the one that offers something genuinely useful does.

Employer branding

If your brand does go through a brand refresh strategy or a rebrand, it is critical to ensure these changes are executed both internally and externally. Brand identity isn’t just about your external face. A strong employer brand allows organizations to recruit and retain amazing employees.

Employer branding is how organizations communicate their value proposition to their employees and potential employees. Taking a strategic approach and how your brand impacts your organization internally is a key strategic differentiator for organizations attracting and retaining top talent, as seen in LinkedIn’s® 2017 Top Companies Where the World Wants to Work Now list.

Questions to consider when thinking about your approach to employer branding are:

  1. Why would someone want to work for you?
  2. What perception do employees and potential candidates have about your employer brand?
  3. What visibility does your organization have to potential candidates?
  4. Would your current employees recommend your organization as a great place to work?

Need help with a brand redesign?

If you are looking for an agency that is going to work side-by-side with your company to help you achieve your branding goals, then contact Blue Door Consulting today.