Fancy a makeover?
If you’re thinking of sprucing up your brand assets, or maybe going through a full rebrand, here are a few considerations…
It’s inevitable that as organisations grow and flex, reacting to an ever-changing market, their purpose becomes clearer and positioning more defined. So, how you previously looked, might not be so relevant these days.
A company’s brand is arguably one of it’s most valuable assets, so we understand that deciding if and when to change things up, and to what degree, can be a difficult.
Evolution vs Revolution?
Refresh
Refreshing a brand is all about updating things without changing the fundamentals. Often this includes making subtle changes to the brand identity and messaging. It can include updating the logo, colour palette and general look and feel.
Examples where a refresh might be appropriate:
- To keep current
- To stay relevant to the audience
- To enhance messaging
- To expand markets
[Include before and after graphics of logos]
Rebrand
A rebrand is a much greater shift for an organisation. It can include repositioning, updating values, vision and the company promise to its customers. It’s a thorough and strategic overhaul of many elements that make up a brand.
A rebrand might be necessary if you want to reach a completely new market, audience or convey a significant change in direction.
Examples where a rebrand might be appropriate:
- A major shift in strategy
- Market diversification
- Mergers and acquisitions
- To update and outdated image
- For reputation management
[Include recognisable rebrand and the reason why]
How to decide
Ask yourself three questions when deciding whether to refresh or rebrand:
- What elements of your brand are business critical for the change?
- What elements need to be maintained to preserve brand equity?
- Should the change be evolutionary or revolutionary?
Brand Equity
the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
Considerations for the journey
Your audience
How is the change likely to affect how your customers perceive you?
Will it be positive, or could it destroy valuable brand loyalty?
Research
Talk to focus groups about the possibility of change and understand how change will impact them.
Strategy
Either route, rebrand or refresh, shouldn’t be taken lightly, but if planned carefully and executed well, can work wonders for a business.
Clear Communication
Keeping in touch with customers and stakeholders and clearly explaining the reason for the change will help with the transition.
And here’s a couple we made earlier…
[Link to lpg and another rebrand case study/project]
If you feel you’re in need of a change, please get in touch and we discuss the ways we could support you.
Here are a few things we can help with:
- Internal and external business comms strategy
- Brand audits
- Vision, mission and goal setting
- Positioning
- Brand architecture
- Naming
- Selling strategy
- Change communications
- Marketing & communications planning
- Brand identity and development
- Tone of voice
- Copywriting
- Websites/intranets
- SEO & PPC
- Content planning & creation
If you’d like our help in making things happen for your business, please get in touch:
Email: tellmemore@proteus-uk.com
Telephone: 0117 985 8888
Need help being different?
Here at Proteus we like to make things happen. We use three steps to create a successful brand and blueprint:
- Gather insight
- Picture the future
- Find the difference.
Proteus work with you to understand your objectives, develop a clear proposition that differentiates you from your competitors and then plan, create and seamlessly deliver your communications. We do this by challenging preconceptions, and simplifying the complex while understanding how the latest technology and consumer behaviour trends impact your customers, and how they interact with your brand.
