The start of a new year has everyone screaming “New Year, New You!” And as a business owner or brand manager it can be hard to avoid the siren call of a total rebranding project to kickstart the changes and advancements you want to make in your business in the coming year.
The thing to remember about reputable brands is that they are always growing and evolving to meet the changing needs of their audience, the internal growth of their organization, and the subtle changes in market trends without changing some of the most recognizable and established elements of their brand (ie. brand marks, colors, fonts, slogans, missions, values).
If you’re thinking your brand needs a refresh to start the new year, you likely aren’t alone, but there are plenty of style or design changes you can make without re-inventing your brand from the ground up. These are some of the top ways we encourage our clients to freshen the look and feel of their brand before investing in a full-blown rebranding project.
In today’s visual world, one of the best things you can do to freshen up your brand is to invest in updating brand photography. This can happen in a variety of ways.
I totally get it, if you’re working in templates for some of your on-going marketing needs; think flyers (print and digital), tri-fold brochures, pamphlets, postcards and more after 2-3 years those items can start to feel old and tired.
Consider using your existing brand elements and incorporating them into a new, more modern version of your templates. Come up with new ways to present the information in your templates like incorporating more visuals and moving away from text-heavy designs. This fresh take will breath new life into the existing messaging of your brand and will catch the eye of your customers, who are likely used to the same styling and design elements.
If video isn’t something you have used to promote your business or brand in the past, consider using it as a way to refresh your approaches! There are tons of great platforms and tools out there to help you make great video content and many platforms prioritize video over other types of in-feed content.
Especially if you are new to video, coming up with a way to represent your brand through a new medium might help breath new life into your existing approaches.
Color can make a huge impact in your design choices. If you are feeling stagnant, consider incorporating some splashes of different colors into your designs.
If you’re looking for a change a little bigger than a fresh take on colors and styling, consider making slight modifications to your logo. Again, this is not a scrap and re-build! Consider updating some of the fonts or enlarging a design element or simplifying the logo by removing tag lines, complicated design elements, or visuals that you feel you brand has evolved beyond. Here are a few examples* of tweaks and updates that major brands have undergone. Notice that they did not remove any of the “signature” elements of their branding, the just modified how they were used and often modernized or removed the font styling.
While a fresh “new” brand can feel fun and exciting, remember the power and weight of having an established brand recognized by your audience and your clients. There is value in the foundations you have worked hard to build! Just like a house, you can make subtle changes to elevate how it looks feels, and functions without completely bulldozing it and rebuilding it from the ground up! If you’re struggling with how to approach a simple refresh or an all-out rebrand in 2019, contact us today! We’d love to learn more about your project and how we can help.