Picture your brand. All of your hard work, dedication and passion rolled into one awesome package. It’s amazing, isn’t it? Then why aren’t you getting the results you want? Every brand has to go through changes, tweaks and updates, but when do you know what is right for you? We’ll discuss the difference between a rebrand and a brand refresh and when each is appropriate.
Let’s start by defining the word brand. Your brand is the backbone of your company. A myriad of memories, wisdom, values and experiences that makes up who you are. It’s an accumulation of like-minded individuals who are connected with a common vision—a common purpose. All of this combined with a visual brand identity is what stays with your audience. It’s the perception they have when they hear or think of your company name, service or product. James Heaton states that, “Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.” If you are finding that your brand does not align with your company and the way that you would like it to be perceived, it may be time to consider one of the following:
You know when you go in for a haircut thinking, “I want something completely different that’s fresh, new and exciting!” Then it comes down to it and you realize you actually love all of the aspects about your old haircut, you just need some snazzy side bangs or new highlights to liven things up! That’s essentially a brand refresh. The core of your brand is strong with a solid mission and values, but maybe the logo is outdated and your audience can’t relate to the look and feel.
On the other hand, you could go in for a haircut with the aforementioned sentiment and decide that what your classic long brown locks really need is an edgy red pixie cut. This my friends, would be a rebrand. It is more than just changing a logo or a website design. Rebranding literally means to change the image of your company or business from top to bottom. You are changing your brand philosophy and your brand story because you have something new and different to say or someone new to say it to.
Whether you choose to simply refresh or fully rebrand be sure to consider who your brand is, who you want your brand to be and how you want people to perceive it. John Williams asks, “Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people.” This puts into perspective that one brand does not fit all, and it shouldn’t try to. Find your audience and speak to them about what they believe, because if they share your values and support your mission chances are they’re already halfway to being brand loyal.
Let’s chat about your brand!