Brand Refresh

Why a Brand Refresh is SO Important to your Business!

A Brand Refresh is CRITICAL to maintaining market relevance, but when is the best time to kick-start a branding project?

It’s inevitable that as your business grows, the market changes, your buyer’s shopping habits evolve, your brand needs to adapt!

Major global brands such as Uber, Apple Music, Airbnb, and Netflix are constantly refreshing their brand identity and marketing programs to remain ‘top of mind’ in the eyes of consumers.

A brand refresh is crucial to staying relevant in a competitive market, but how do you know when you need one?

“If you haven’t updated your brand identity, message, or value offer in the last 12-months, your business marketing is already yesterday’s fish and chip wrapping.”

The most common indicator that your brand needs to be updated is age!

It’s common for companies to begin their life with an amazing brand, logo, and sales pitch, but they forget that their brand needs to be maintained and refreshed over time (just like marketing campaigns).

Top 5 Reasons for a Brand Refresh 

Change in Leadership or Ownership

If you’re purchasing an existing business OR perhaps taking over the management of one, it’s essential to identify any reputation issues you may need to resolve quickly?

It can be a good idea to rebrand the business or implement a ‘change of management’ communications plan, informing your staff and customers about the positive influence and change you’re about to make.  

Implementing a brand refresh project can ultimately help you to communicate:

New leadership or vision for the company.
Your reinvigoration plans to grow the business.
A commitment to customer service levels.
Potentially, your business consistency. 

Change in Business Direction or Offer

To stay ahead of your competitors and in front of new industry trends, businesses must continually re-invent themselves and adapt their products and service offers.  Adapt or die!

There can be various reasons that your business needs to change and requires an update to its brand identity and message.

Targeting new markets.
Changing its mix of products and services.
Optimising its marketing and sales programs.
Implementing a set of brand values (social cause).
Initiating an expansion and growth phase.

Competitive Pressures

Every business across every industry sector will at some stage face increasing pressure from competitors, e.g. company acquisitions, product innovation, or simply some creative marketing.

If your business is starting to feel the pinch from market pressure, perhaps it’s a good idea to consider a brand and sales offer refresh? 

Implementing a brand refresh with a repositioned sales offer and marketing program can dramatically improve your sales results and customer re-engagement.

Doing nothing or maintaining the status quo may result in your competitors dominating the market, leaving your brand stagnant (or forgotten).  

Work with a brand agency to review your brand, identity, sales offer, target customers, value statements and solution bundles. 

Industry Changes & Advancements

There are numerous examples of market disruption where technology and innovation can radically change the way people make research and purchases.  

We’ve seen in the travel industry, where Airbnb changed the way people book their accommodation. Another example is how global brands like Uber and Uber Eats revolutionised public transport and how we order home-delivered food.

Your market will inevitably evolve and change. 

To this end, your business must be agile in its operations to keep up with these changes (or potentially lead them).

Brand Development and Marketing Programs can help you analyse the market, design new sales offers, and reposition your brand marketing messages.

The internet and rapid adoption of eCommerce have entirely changed the retail landscape and how people research and shop for products and services.  

Social Media platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok have had a HUGE influence on how brands interact with their online audiences.  

The emergence of omnichannel commerce enables shoppers to research on one platform but complete their purchase on another, e.g. Facebook Shop, Google Shop, Retailer Websites, and eMarketplaces like Amazon or eBay.

A higher online engagement level also comes with its own level of complexity. How does your audience perceive your brand? Do they think it’s trustworthy? Does it align with their community values? Or is it friendly to the environment?

Strategic and tactical brand agencies can help you craft a brand identity and message that allows you to answer these concerns and capture the attention of your online shopper, rather than having them click away to your competitors.  

Brand agencies can help you to communicate:

Brand trust.
Social proof.
Product quality.
Community values.
Post-purchase services e.g. return policies.

Declining Marketing Results

Are your marketing results falling?
Are your digital advertising costs increasing, but your sales enquiries reducing?

It doesn’t matter how much money you spend on digital marketing; if your brand message and sales offer aren’t correct, you’re throwing money into the bin.

It’s crucial to match your sales offer and brand marketing message to the needs of your target audience. It is also vital to ensure that your marketing is targeted towards customers you actually want.

It’s more common than not to find that your target customer and their needs have changed over time. As a direct result, your marketing and sales offers may no longer be hitting the right mark.

Spending some time, effort, and money to reinvigorate your marketing and sales campaigns WILL result in more sales leads and a better ROI for your marketing spend. 

Rebranding WORKS!

It’s a fact that a rebrand can significantly improve your marketing results and improve your brand’s value.

Benefits of Rebranding

Uncover your true brand identity.
Reposition your brand in the marketplace.
Improve your marketing effectiveness.
Become more responsive to market disruption.
Keep in the forefront of your customers.
Increase the value of your business asset.

When is the right time for a Rebranding?

You’ve probably already noticed a reduction in new business leads?
You also know that you really do need to look at this ‘marketing stuff’ at some stage, but for now, sales are still coming in, so it’ll be fine…

Like most companies, we can get easily absorbed in the day-to-day business tasks and forget the golden rule of ‘working on the business, not just in it’.  

Not all rebranding projects result in a whole new look and feel.

In many situations, it doesn’t need to change radically; it just needs a bit of a makeover.

You may just require some new messaging, positioning, and your brand story polished?  At the other extreme, it could require some market research, brand strategy, brand marketing tactics, and a new visual identity?

Regardless of your needs, rev™ Branding can help you!

Kick-Start your Brand Refresh?

In a rapidly evolving and changing landscape, rev™ Branding supports your business with the agility and confidence needed to help you sharpen brand strategies that continue to grow the business and conquer new markets.

 For more than 20+ years, rev™ Branding has been working with companies to re-define their brand offer and create brand stories that are strategic, creative, and connect with their audience to inspire purchase driven actions.

Brand Identity Optimisation Service

rev™ Brand Identity Optimisation Service helps you build a powerful and focused brand, making your sales offer irresistible to your customers. This essential brand development and marketing service will allow you to invest in digital marketing and online sales campaigns with confidence!
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Brand Optimisation Package

rev™ Brand Optimisation Package is our full-service brand development and marketing package. This essential branding package provides all the tools you need to build a robust and focused brand marketing program.

Website Redesign and Digital Brand Refresh

Regain control over your online audience.
Let our professional website development and marketing team create an exciting and engaging digital website experience and a journey that perfectly represents your brand and effectively communicates your sales offer. 

Need Help?

Call us on +61 3 9863-7444 or email us at [email protected]

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