Every brand has a lifecycle. Some shine brightly for years, while others fade into obscurity. But how do you know when your brand is starting to feel stale? If you're clinging to outdated branding, it will inevitably result in a loss of brand identity and recognition.
In this blog, we’ll dive into the telltale signs of a needed refresh and provide tips on bringing your brand back to life.
The first step towards revitalizing your brand is recognizing when it’s time for a change. Look for stagnant or declining market performance, a disconnect between your brand image and values, and feedback from stakeholders that shows a lack of resonance with your current branding. These signs significantly impact your employees’ and target audience’s perception of your brand.
For example, Lexus, once a top player in the luxury car world, found themselves losing ground to competitor Mercedes. Their brand, while known for reliability and quality, lacked the excitement and innovation luxury car buyers were looking for. This was especially problematic in critical markets like the U.S., which brought in over 70% of its revenue. To tackle this, Lexus recognized the need for a brand refresh to better align with the sophisticated lifestyle of its audience and redefined their image as more than just a car manufacturer, but a key part of a refined lifestyle.
The brand narrative shifted significantly, moving away from focusing solely on the cars and toward highlighting the experiences of the drivers and passengers. This new narrative cast the customer as the hero of the Lexus story – a subtle but powerful change that resonated with its target audience.
Following Lexus’s example, it’s essential to look beyond what’s right in front of you and gain a deeper understanding of the world your brand exists in. An overemphasis on your product will cause you to miss the broader picture; instead, gather diverse perspectives on the state of your brand to truly understand what aspects need a makeover the most.
Start by engaging internal stakeholders like employees and management. They’re closest to your brand and can tell you what’s working and what’s old news. Assess elements like brand pride and unity within your organization.
Tune into the opinions of external stakeholders like customers and industry experts. Feedback from customers can validate or challenge your assumptions and enhance their experience with your brand. Viewpoints from experts can shed light on areas you might have overlooked like market trends you’re not capitalizing on or new tools that could strengthen your brand’s appeal. Their specialized knowledge will help you stay in line with industry standards.
Implementing a holistic approach establishes a comprehensive and impactful refresh that resonates.
The creative process is where the magic (and fun) happens, transforming outdated elements into a fresh, modern identity that’s much more identifiable.
As you dive into this process, consider how you can rejuvenate your visual identity while staying true to the essence of your brand. This might involve simplifying your logo for a cleaner, more contemporary look, updating your color scheme to better communicate your brand message from an emotional standpoint, or choosing fonts that are easier to read and align with current design preferences. Regular feedback sessions with key stakeholders will also help refine ideas and make the process smoother.
Here are some tips for a successful refresh from a creative point-of-view:
Finally, be consistent across all touchpoints and apply your new identity across all platforms and materials (i.e., your website, socials, marketing collateral, packaging, etc.). This will build recognition, strengthen messaging, and create a sustainable, unified experience.
By now, it’s probably clear that a brand refresh isn’t as simple as changing your logo and colors. It involves a lot of strategizing, refining, and adapting - with every step along the way requiring careful planning. While the journey may be long, the rewards are well worth it. If any of the signs we talked about sound familiar, it might be time to roll up your sleeves and get to work.
So, are you ready to hit the refresh button? Contact us today and let’s get started.
