Branding. Time to Refresh?

Andrew Tuzson – Founder / CEO

I recently had the opportunity to sit with the owners of a local business and discuss how our team can help them reach more prospective customers. Aside from web design and web marketing, my new found friends expressed a keen interest in rebranding efforts. After some investigation, we discovered that a rebrand wasn’t ideal, but a brand refresh was a more befitting solution.

What the hell is the difference? I’m glad you asked my bright-eyed padawan. A rebrand is a complete overhaul on the visual presentation of a company, while a refresh is a slight change to the overall presentation while maintaining familiarity. Ok, so those were words, let’s work through this.

In my conversation with my client, we discussed how they are a staple within the local business ecosystem. They are viewed as a resource for up and coming entrepreneurs and they have been in business for nearly 40 years. In short, they have established serious brand recognition and they are looking to increase their brand’s reach to the younger generations. We then decided to explore a refresh, as opposed to a complete rebrand. We wanted to maintain the foundation they had built over the last 40 years while creating a brand that also speaks to the younger crowd.

Rebranding is scary as hell. It definitely has its place, however, change for the sake of change is not always a wise move. I have seen a massive amount of interest in a brand refresh and I thought it would be a great opportunity to share a few solid examples with the internets. The key to a successful refresh is to identify what elements of your current brand that resonate with your audience. Holding a focus group is a great way to achieve this. Ask your group to provide you with 3 to 5 keywords that resonate with them when they see your current branding efforts.

In some cases, the perfect solution is to update your typeface from an antiquated serif font to a modern and sleek sans serif font, while maintaining the core color scheme and icon of your brand. Sometimes it makes more sense to continue to embrace the typeface, but overhaul the icon to create a more modern look and feel. Each situation is different and should be treated as an opportunity to reinforce the core values of your operation.

Remember, the key to solid branding is consistency. While consistency is the key, the lock is understanding your audience. When you pair the two, you’ve creating a kick ass combo that will definitely produce results.