When most people think about “brand refresh,” they think about a new logo, colors, fonts, composition, etc. It is so much more, it is about your brand story, culture, customers and how you’ve evolved.
Take us for example. We refreshed our brand several years ago, there were key reasons for it.
- 834 Design & Marketing didn’t reflect our integrated communications approach. Most people came to us thinking we only focused on design and even though we specialize in PR, it certainly wasn’t indicated by our name.
- There was confusion on how it was pronounced, was it eight-thirty four? Eight-Three-Four?
- The logo was outdated and very feminine and the usability of it was shit.
- It gave us a great opportunity to reintroduce ourselves and highlight our uniques.
Harvard Business Review points out that a successful brand revival does not happen in a single moment. There are no shortcuts. There is only a continuum of strategic, creative, and operational decisions that, if executed consistently, put a brand on the path to cultural relevance, consumer love, and business success.
Translation: It’s a lot of work and it isn’t just drawing a pretty picture. If done right it will greatly impact your business.
When a company starts down the path of a rebrand, it’s often due to waning consumer interest in their brand or products. If you’re embarking on a rebrand, follow the below steps.
Step 1: Bring in an expert.
We’re really not trying to be facetious but we see so many companies continually put rebrands on the backburner due to other priorities popping up. You have to make it a priority or it will never be done, knowing you’re paying an outside resource tends to light a fire under leadership’s ass.
Step 2: What’s your story?
A lot of people didn’t know the story behind our brand and it caused confusion internally and externally. Take the time to explore it, write it down and remember it’s why people choose to do business with you. Your customers need to connect with you on an emotional level through your brand’s narrative.
Step 3: Reflect on current affairs.
8THIRTYFOUR was born 15 years ago, a lot has changed in our world since the early 2000s. Does your logo still reflect who you are as a company? If one of your brand attributes is to “push the envelope,” outdated design elements need to be replaced. A drop shadow says “the 80s were good to me and I’m still residing there.”
Step 4: Know your audience.
8THIRTYFOUR clients want a different kind of agency, one that won’t blow smoke, will tell it like it is and deliver results outside of non-traditional tactics.
Identify the main characteristics they value. This will be different for every brand, which is why it’s critical that any brand attempting a rebrand needs to actually conduct research.
If you need help, you know where to find us (we’ll be at Graydon’s Crossing).