In the lifetime of any brand there will come a time when it’s due a refresh. A brand refresh is a useful tool to improve branding. A brand refresh is a great alternative to a full rebrand, refreshing your brand can help grow specific areas of a brand. In this article we’ll look at the reasons you might want a refresh, how to do it and the process of refreshing your brand.
Why do a brand refresh?
If we think of the brand as a person, we can start to understand why you may need a brand refresh. A refresh is similar to a person having a new haircut or buying new clothes to fit in with the current trends. It doesn’t reshape the brand as a whole, but it improves the look and the first impact that the brand has.
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Why Refresh Instead of Rebrand?
You might want to refresh over a rebrand because it’s less intensive. A full rebrand changes the actual brand itself, therefore, consumers won’t know about the brand until you apply marketing. Most brands don’t need a full redesign, and it’s important to note that rebranding is typically a lot more meticulous and therefore can require more investment. Rebranding requires investment into press marketing, updating customers and increased communication. However, if the previous branding has negative associations with it or it doesn’t seem to be effective despite refreshing, it might be worth considering a rebrand.
What Should you Refresh in Your Brand Refresh?
Refreshing your brand isn’t as intensive as rebranding, but it does still require time and understanding. There are many ways a brand can undergo a refreshment. Here are some of the best methods that we use to refresh an existing brand.
A logo is an important asset to your business or company. It’s typically the first representation to the consumer. Therefore, it’s vital that the first impression is a good one. Over a period of time logos become outdated due to a range of factors, such as a change in business proposition or just styles changing, this can then have a negative impact on the company. As part of a brand refresh, we look to modernise a logo bringing it into the modern day. It’s not about changing the logo completely, but modifying it to appeal to the current consumer market.
Examples of Modernised Logos
There are plenty of examples of logos that have undergone a refresh over the years. One industry that stands out above all others is the car industry. BMW has had multiple refreshes of its logo since it was first created back in 1916. It hasn’t changed the core value of the logo, but it has made it more modern and appealing to the current market.
Update Colour Palette
Using an effective colour palette can really make your brand stand out. Like most things, colour trends change over time. For example, pastel colours are currently very popular and seen across multiple fashion and design platforms. Updating the colours of your brand can help to achieve a more modern look, appealing to new consumers.
Examples of Updated Colour Palettes
HelloFresh is a fruit and veg delivery service with an emphasis on freshness. HelloFresh has increased their focus on their freshness within their colour scheme. They’ve moved towards a brighter green as they feel this further matches their goals. The switch was slight, but is a great example of how a sight colour refresh can help improve overall branding.
Whenever a brand refresh takes place typography is usually one of the first areas refreshed. For example, Microsoft changed their font from a Regular Sans to Segoe Pro. Some brands look to commission brand fonts to be created to maintain originality in their overall visual communications. Providing a unique approach to how they communicate versus brands with similar fonts or the same across a variety of industries.
Which Direction To Take Your Brand Refresh
Directing your brand refresh is important, directing it towards the wrong market and message will waste a lot of time and resources. So, how can you make sure you’re aiming the brand in the right direction?
Why Are You Refreshing Your Brand
Is your logo seeming outdated compared to competitors? Is the colour outdated and blending into the background? Asking yourself questions like these will help you to understand how to direct a change.
Research what’s Happening Around the Brand
Researching current trends, what your consumers think and what your competitors are doing can help to understand your current target market and how to make effective changes.
Strategy for Refreshment
Plan the process, then decide whether to launch it all in one go or release it slowly. Understand the direction it’s going and make a strategy based on the research and the reasons for the refresh.
How Long Does a Brand Refresh Take?
Refreshing a brand can take anywhere from a number of weeks to months. It all depends on the research that has been undertaken and the direction you believe the refresh needs go.
If you’re looking for help in refreshing your brand get in touch with Fellow. Use the link below for more information.