To rebrand or refresh?
When we talk about a brand refresh we are talking about updating your logo, rather than a rebrand. So what’s the difference, you ask?
A rebrand is usually a complete overhaul. If you’re a fan of home improvement shows, you might think of it as a major renovation – or complete demolition! It’s likely to involve a new business name, new business goals and a whole new look.
A brand refresh is more like a makeover. Same bare bones structure, but perhaps a different style. You might want to subtly refine or modernise some aspects of your logo e.g. update the colour palette or fonts, while still keeping recognisable and valuable aspects of the existing logo.
Don’t be scared of change!
Evolution or transformation of a business is to be expected, especially if you’ve been in business for many years. If you own or run an established business, you’ll want to retain the good will that is associated with your brand, which you would have built up over time. Your customer base recognise your name and your logo – so why would you want to change it?
As you can see from these pictures, even some of the biggest brands in the world have undergone changes throughout their years of trade. It’s likely these visual augmentations came about due to some change in the market. Here are some reasons you might want to consider updating your logo.
1. Your brand has become overly complicated
The K.I.S.S. principle – You’ve heard it a thousand times before, but are you actually keeping it simple?
If your logo has too many visual elements (or colours), then it may not be easily recognisable, may not be standing out from competitors and your marketing message may be diffused.
2. Your logo no longer reflects your brand vision
Perhaps you established your brand in 1999 and now you cringe a little when you hand out your business card. Or maybe your current products have a slick design that does not marry up with your old logo. If your competitors have a brand new swanky logo that is more appealing to your target audience, it may be time for a face-lift…
3. Your business model or strategy has changed
If you’re making a significant change to your business, for example, you are changing you’re business’ focus, honing in on a niche within your industry or you are expanding beyond your original geography, then you might want to consider upgrading your logo to reflect your new direction.
4. You’re trying to connect with a new audience
If you’ve recently done some market research and discovered that your product/service now appeals to a different demographic than when you initially started your business, it’s definitely worthwhile investigating how you can be more appealing.
We hope you’ve found this post useful. If you think it may be time for a brand refresh or a total rebrand, and you want to retain your IP rights in the process, contact ZINITY firstname.lastname@example.org to discuss your options.