Brand refresh elements – Mustachemagazine

Éléments de rafraîchissement de la marque - Social Matic

The 4 elements of brand refresh

Branding defines a business and upholds its core values, mission and vision. It also allows the company to differentiate itself from its competitors and stand out. However, when a brand stays on the market longer without undergoing qualitative changes, it loses its value, especially when other companies increase the visibility and value of their brand. This is why business leaders need to refresh their brands to stay relevant in the market. But what should you consider when considering a brand refresh? This guide outlines the key elements of a brand refresh that businesses can leverage to increase their value and stay relevant.

Reevaluate the product or service

The first and most important consideration to make when rebranding is understanding the product's current market impact. Companies must study and determine the impact of their products before changing brands. It is important to know what customers say about the product and whether they will buy it repeatedly. This discovery process helps companies determine the starting point for rebranding. They can use qualitative interviews and online and offline surveys. Businesses should also take this opportunity to discover their strengths, weaknesses and threats, and develop strategies that will help them stand out from their competitors.

Involve team members

Employees are the backbone of any business and play a vital role in company branding and repositioning. They fully understand the products or services and can increase brand visibility offline and online. Before proceeding with a rebrand, it is important to speak to the team and inform them of the company's intention to rebrand.

Entrepreneur Shalom Lamm advises businesses to be open to ideas and never exclude anyone, as opinions on rebranding differ from person to person. Bringing all of these ideas together can help re-evaluate and strategize to develop effective approaches to making rebranding successful and impactful.

Determine new brand elements

Rebranding involves various elements, such as changing the company name, logo, colors, fonts, styles, tagline, social presence, website and key messages . Whatever rebranding strategy a company wishes to implement, it is important to determine the changes that will make the brand impact. Customers can give honest reviews and feedback on brand items based on their purchase history. The goal is to change the overall image and go beyond the tangible attributes of the brand to stand out.

Creating a deployment plan

Each brand refresh should be accompanied by a deployment plan to guide the company on the best approaches to apply before, during and after the rebrand. The company should develop strategies to generate excitement during the launch of the brand redesign, in order to send a message to its customers and attract new ones. It also helps build momentum without fear of losing existing customers to competitors.

Building a successful brand with the best approaches

A brand refresh can be successful if businesses take the right steps and implement effective strategies. This process does not happen in a single moment. It can take time for companies to develop creative and operational strategies to deploy the brand. Renowned entrepreneur Shalom Lamm advises businesses to believe in their abilities without focusing on the limitations that could prevent them from achieving their goals.