Time for a Change
Refreshing your Brand Identity
Is it time for your brand to embrace some change?
Everyone goes through change, a slight update here and there to feel revitalised and fresh. We do it throughout our lives, be it a new lick of paint to refresh our homes, a change to our wardrobe to stay up to date with trends, ways we approach our wellness, so why don’t more people embrace change when it comes to their brand?
A brand refresh doesn’t have to be scary, it isn’t an overhaul of your brand - it’s a lot less daunting than that. It’s more of an adjustment to keep your business competitive within its current marketplace. Think of it as evolution, like a lick of paint, or adding a few new staples to your wardrobe whilst keeping your signature style. It is still the same brand, just better.
With social and economic growth, new trends appear in the marketplace, new competitors emerge and the needs of the customer change frequently. A brand that is seen to be flexible and up-to-date remains relevant to its customers. They feel reassured to know the brand still understands them. This relevance also becomes attractive to new audiences, which with it provide opportunities for new growth.
How do I go about a brand refresh?
A brand refresh is all about making small tweaks whilst the core of your brand remains the same. It might be that your logo needs a refresh, your palette could just do with a revamp or maybe your brand story and tone of voice needs a bit of work. To know where to start first, ask yourself a few questions.
+ Discovery: Is your brand currently doing what you need it to do? Is it still fit for purpose and if not why not?
+ Customer: What are your customers ‘priorities’? Have their needs changed?
+ Competitor: What are your competitors doing? How do they look and speak as a brand?
+ Positioning: Does your brand story reflect who you are as a company? Do your values align with your customers needs? Are there new potential customers you could attract?
+ Logo and brand: Does your brand image reflect your offering? Is your visual language aligned with your brand story - is it feeling outdated? A fresh simplified or modernised logo sets the tone for a brand. Are your colours reflecting your values and language?
Sometimes all it needs is a fresh visual identity or more focused messaging. In the case of Starbucks, Instagram and Dunkin Donuts, a little logo evolution is all it took to make a big difference. In the case of Dunkin Donuts, to align its messaging with its new offering the brand dropped the word donuts and recrafted the logo. The refreshed new identity allowed them to showcase their expanded menu and better communicate with their audience.
Don’t throw the baby out with the bath water
All this to say - don’t disregard something that is valuable. When undergoing a brand refresh make sure it builds on and expands from your existing strengths. A brand refresh should be a projection of a better company not a new one.
There are plenty of big decisions to be made when it comes to a brand refresh and that’s where Mosaique can help.
If you feel your brand might be in need of some rejuvenation or if you need some help giving your brand that competitive edge, get in touch to arrange a call to see how we can help you elevate your identity.
