Time for a brand refresh?
It’s a fresh coat of paint. It’s like rearranging the furniture in a living room, or a new haircut to match that new style, or the instrument you purchased to finally start that hobby. For brands, like people, a refresh can be just what’s needed to better reflect the current state of things, or point towards where a brand is heading. There are many reasons to pursue a brand refresh and there are many considerations in executing a refresh successfully. As markets and consumer preferences evolve, a brand refresh helps a company stay current and relevant. Updating the brand's visual identity, messaging, and positioning can capture the attention of new audiences and re-engage existing customers. Let’s start with a few practical reasons why it might be time.
Change in services:
A notable change in services is a clear opportunity to refresh a brand. As an example, many content networks began offering on-demand or streaming services to their subscribers. Some brands added a “+” or “plus” like Disney and Paramount to communicate there was now more being offered. Depending on the industry, creating a simple icon or affectation to an existing logo might be all that’s necessary to communicate the change clearly. Developing a communication plan for existing customers is also key, as well as thinking through an approach for unaware audiences. For email, social and text subscribers a note of some kind with an opportunity to learn more could be sufficient. If the new services are significant, it’s likely worth exploring multiple avenues for paid media. Perhaps potential customers have been unlikely to purchase until this new feature is available and an effective advertising campaign converts them to buyers. It’s important to reassure customers there’s a strategic plan in place to continue offering, or handling what they’ve come to know and love about the current services. It’s entirely possible to lose customers when introducing something new, simply due to human psychology that’s resistant to change. Brands that deliberately and intentionally bring their audiences along for the ride will be able to maximize relationship-building and can offer opportunities for customer feedback, preferences and more.
Change in audience:
Startups often launch with a high price point on their goods or services and reduce as their audience broadens. This is true for fashion brands, technology and consumer goods with a variety of examples from Michael Kors to Tesla, Apple and Peloton. In fact, as Peloton has faced headwinds, a brand refresh was their answer to broadening the customer base and attracting new users. Their approach included a refined logo, updated color palette and a tiered set of offerings that included a free version—a first for the brand. More on Peloton’s pivot can be found here in this PR release from May, 2023.
Change in direction:
Brands can seek a change in direction for a variety of reasons: chasing capital, innovating to increase revenue, or even recovering from negative PR or when a CEO gets ousted. One such case of the latter comes to mind: Uber. Uber rebranded in 2018 to reflect its new direction and commitment to a more inclusive and diverse future. The updated logo and visual identity aimed to create a more approachable and friendly brand image. The company introduced a new wordmark and a custom typeface called "Uber Move" to enhance brand recognition.
Ultimately, a brand refresh can foster business growth. By attracting new customers, re-engaging existing customers, and differentiating from a competitive set, a company can drive sales, increase market share, and achieve broader success. This article covers a small set of examples how brands can successfully refresh their identity. It’s key to align a brand with its evolving vision, values, and market positioning. To boil it down to the most clear rationale: it’s a practical way companies stay relevant.
