When developing your brand strategy it's important to be consistent and authentic from the inside out. Altering your brand can change the perception about your business to your customers and community so carefully consider why you want to make the change.
Reasons for refreshing your Brand:
- Out-Dated Design
- Doesn't reflect current business
- New Products/Services
For companies, changes in the industry and marketplace are inevitable. How we market our businesses can also create a necessity for change.
There are risks, however, in changing the perception about your business to your customers.
- Customer Confusion
- Loss of Brand Recognition
- Retelling Your Story
Rebranding is often a result of necessity rather than desire. Businesses can lose market share and their competitive edge if their brand doesn't reflect current trends in their industry.
Many large companies make alterations to their brand over time that we don't even notice, and we can learn from them to keep our brand current.
Refreshing a tagline, a font, or colors can successfully update your brand without a complete overall, reducing the risk of losing the recognition you have. You can phase this rebrand in with your current brand so cost can be minimal and spread out over time without confusion.
Read more interesting DESIGN articles in our archives.