If your business needs a boost, it could be time for a brand refresh; however, it can be tricky to know whether it would be best to completely reinvent your brand to reach new customers or simply make a few changes.
Brand definition
The Federation of Small Businesses says it is important that a brand continues to reflect what a business stands for as it grows. This can mean giving your image a facelift or a full reinvention.
The first step is to take a look at the whole business, from your website and logo to your marketing materials. This will help you determine whether your current branding is an accurate reflection of your business’s mission statement and values.
You might want to consider using a brand strategy agency, such as Really Helpful Marketing, as a fresh pair of eyes. Such agencies are experts in assessing whether a business has the right tone of voice.
Facelift
A brand facelift means you keep the essence of your marketing plan but tweak certain key elements, such as imagery, colours, and fonts. These subtle changes, which can have a significant impact and help keep your business current, are a good idea when your visual identity has some inconsistencies.
Reinvention
If your business is struggling to align with your audience, a full reinvention could be the way forward. This means rewriting your marketing strategy and reassessing your long-term goals and vision. Rather than simply updating your logo or changing your colour palette, a reinvention is a total change to all the visual elements of the business.
If your identity feels outdated, there are new competitors or your marketing simply lacks cohesion, it is time to change your branding to remain competitive.