Every once in a while it becomes necessary to update your business's brand. Even major corporations need to update their brand every decade or so to remain relevant and on trend. Unfortunately, a brand refresh can also cause some confusion. Here are some tips to limiting your disruption.
Keep Elements of the Old Design
Very few companies radically redesign their brand. Instead, they focus on changing one element at a time. They may revise their colors, but keep their fonts, styles, and tone. They may change the tone of their marketing, while keeping their original art assets. Brands need to change over time; it's rarely a good idea to change everything at once. Identify the elements you want to keep before changing anything.
Let Everyone Know About the Transition
Don't keep your customers in the dark. Let your customers know not only when you're transitioning to a new brand identity but also why. This is a great way to tell your customers that your company culture is shifting, that your mission statement has changed, and the new products and services you'll be able to provide to them. Customers love to see a good journey, especially with businesses they can believe in.
Create a Brand You Can Believe In
Your new branding should emphasize areas of your business that you believe are important and that have grown. It's this sincerity that will resonate with your audience. If your audience feels that your brand is insincere or that it's unnecessary, they may not be able to ease into the transition as effectively. If the change isn't something you truly believe in, branding again may be entirely unnecessary.
Complete Focus Group Testing
Often, your customers can see things that your business simply can't. You may be too close to your brand to identify flaws in your new marketing or your identity. Focus group testing will tell you exactly what your customers think about your new brand and whether they may be resentful or aggressive towards the change. Make sure your focus groups are of the core demographic that will use the product, or you may get vastly different results than what you were expecting.
Branding can be a complex process, but it is necessary if you want to keep your company fresh and relatable. A professional branding company can help ease you from the transition from one brand to another. They can also help you analyze your current brand strategies and create new strategies moving forward. For more information, contact local professionals like those found at Marcoon Creative Design.
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