brand refresh: 3 signs you're ready for a refresh
Post on 22-Jan-2018
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Brand Refresh:3 Signs Youre Readyfor a Refresh
Creative Director, Linda Bartlingprovided her thoughts on
refreshing a brand.
I like to compare a brand refresh to a home remodel: fresh paint, new shingles and landscaping can add curb appeal and
enhance the chance of selling a home and getting the best price.
Its the same with your brand!
A refresh enhances the perception of a brand when a solid foundation and
framework already exist.
Like a remodel, a brand refresh retains some visual equity along with just enough
change to introduce a new attitude.
It respects the company heritage and positions the brand for the future.
In what situation should a company consider refreshing their brand?
Over time, styles, attitudes and perceptions change.
Brands need to change in order to reflect these shifts in consumer
If your logo is too complex, it may not adapt well to digital and social media
Many brands were developed before the digital age and have had to evolve
to be better suited for these platforms.
When optimizing your logo for digital and social media, consider
this rule of three.
1. too wide
2. too tall
3. too detailed
it will become unrecognizable when scaled down.
So, what are 3 questions you can ask yourself to determine if youre ready
for a refresh?
1. Is your branding outdated?
Consumer preferences change and brands can become visually
Letting your brand become too outdated will have a visibly quite literally negative effect on your
2. Are you reaching your target audience?
2a. Has your audience or offerings shifted over time?
A refresh will allow you to more accurately target the new or expanded
For example, if youve expanded to include a younger demographic, you will need to adapt your messaging strategy, visual presence and marketing channels in
order to reach a segment that is using an ever-increasing variety of social networks for news
3. Has your branding become
In order to build and maintain brand
recognition, its important to be
consistent with your branding.
Buyers want to support someone thats well organized and thoughtful in
all its actions and all aspects.
This doesnt just apply to taglinesand logos.
If your online presence and marketing materials dont align, it can confuse audiences and make you appear
So why is updating your brand important?
Your brand is your companys face, reputation, and identity.
To continue the home improvement analogy, its the view from the street that sets you apart from the neighbors, draws
buyers in and creates a lasting impression.
Have you gone through a brand refresh?
Are you thinking about a brand refresh?
Leave us a comment if you have questions or go to www.altstudios.com
Questions? Contact Us!