Leeann Froese
WHAT IS A BRAND REFRESH?
The short answer is that it’s a makeover for your company. The long answer is that it is a visual update to your brand identity that maintains cohesion and keeps you relevant.
In an ever-changing industry with an increasingly discerning consumer base, a brand refresh can be a key component to successful growth.
Your brand identity is an important part of a sound marketing strategy and should be addressed with insight and experience. You need to make sure that you get some help from experts who can direct your steps towards success without comprising your brand, whether that means updating your logo or creating consistency across all channels and packaging.
EXAMPLES OF DESIGN CHALLENGES THAT MAY LEAD TO A REFRESH
We’ve done many brand refreshes at our company. The catalyst to why it happens is not always the same, but there are some things that you can think about if it’s time to tweak your look.
Some producers, especially small ones, are anxious to get their wines to market, so they launch with a label that they think represents them. Then they hear from the market that something does or does not work or resonate, or the brand owner decides that the label no longer represents them. In these cases, they need to adjust to make sure that their package is more appropriate to who they are and what’s in the bottle.
We had a client with a large portfolio of wines introduced one by one in a wide variety of label faces, each with their own fonts and look, and this created brand confusion. The new branding needed to communicate a dignified timelessness, so the wines were streamlined into two separate tiers.
In another project, the client already had a tier system in place, but in this case, there was no clarity & there was uncertainty of how the two additional break-out tiers fit into the main brand family. In this case our team simplified the tier system by removing two of them, and then re-introducing with distinct designs to establish new, separated tiers.
When a brand extension happens and producers move from bottles to cans, or add or change bottle formats and sizes, this can lead to a necessary adjustment to the brand in order to make sure that regardless of the vessel, the brand is recognizable and all parts can be identified as being ‘family members’.
Sometimes, a label can be classic and very successful, but just getting a bit tired and starting to look dated. In this case a slight tweak can happen. Sometimes packaging needs a refreshed and modern look yet needs to remain recognizable as the current brand. In a case like this, simplifying font choices, closure colours, or a change of paper stock can support a much-needed change, but deliver one that is barely susceptible to the public.
And don’t forget your brand story. This can be its own article, but it’s important to see if the story you tell about yourself and your brand is one that resonates with your target customer. If you don’t have a story, then you are just another product or service. Substitutable. With no story you have no way to differentiate your brand or your business. And note that creating your brand story is not merely about making up a tale so you can stand out and be noticed.
For a strong brand story, you should uncover your true story about your unique offering and share it in a way that inspires your customer. Your unique story can set you apart, keep you alive in your customers’ minds, and bring up emotion. This is key. It’s the emotion that you really want. Emotion evokes desire, and desire leads to action; in other words, the move to buy. Creating your brand story is about developing something that people care about and want to buy into. If you brand story is unclear or missing the mark with your target, it is time to revisit.
DO YOU NEED A BRAND REFRESH?
- Ask yourself if any of the following statements resonate with you:
- My overall look is dated, and it doesn’t reflect my core values
- I am repositioning or changing my portfolio
- Other brands are grabbing more of the market share and look better than me
- I am expanding into new markets (and facing new competition)
- My look is inconsistent across my marketing channels
- My brand story no longer compels current and potential customers
- My sales are declining
If you find yourself nodding your head to any of these statements, you may need a brand refresh. If so, take action to get clear so your customer has no doubt about who you are and what you stand for. Be fresh, attractive, and memorable.
Leeann Froese owns Town Hall Brands – a marketing and design agency that specializes in sports, beverage alcohol, food, and hospitality. See more at townhallbrands.com or on social @townhallbrands
