Brands are like trees. Over time, the tree grows but the weather, soil conditions, and overall environment around it change. Trees need to adapt and showcase their resilience under the changing environment to stay strong and vibrant. Similarly, brands need to refresh and reposition themselves when the market, customer preferences, and industries evolve. Brand refreshing doesn’t mean to begin from scratch again; it is like giving your tree a little extra care—trimming the branches, adding new nutrients, and ensuring it’s well-rooted in the changing soil.
You can hire a brand consultancy agency, as the experts there can seamlessly guide you in this brand refresh process. They’ll help by assessing what works and will update and refine the rest to stay relevant in a constantly changing market. If you’re a brand owner looking for a guide that’ll help you give your brand a makeover, this article is for you! In this article, we’ll walk you through vital changes to help you reposition your brand and keep it growing strong.
Give Your Brand a Makeover to Stay Ahead in the Rapidly Changing Market
- Know What’s Happening Around
The major reason behind needing a brand refresh is the changing market. Therefore, it is first important to understand what’s happening around you before diving headfirst into refreshing. You can start by looking at market trends, new competitors, and what customers now want. Utilize your resources, check industry reports, survey customers, and observe social media to gather insights and form an idea of where the market is headed. Once you have all the data, you can understand the shifts in the market and anticipate your customers’ future needs. By using the information as power now, you can make adjustments in the necessary areas and position your brand to meet expectations.
- Revisit Your Brand’s Core Values
Every brand is built on certain values and beliefs, and these are what set you apart. A brand refresh is the perfect time to revisit the core values and assess whether they still align with your target audience. Or if it is still in line with something your audience cares about? Over time, your audience might start expecting different things from your brand, so this reassessment can help you detect the same. You can use this data effectively to update your brand’s message to connect with your audience while ensuring it still reflects your values.
- Understand the Shift in the Target Audience
Looking at the rapidly changing market, even your audience today may not be the same as when you first started. As times change, their preferences, behaviors, and demographics may have shifted. With a brand refresh, you can reassess who your target audience is and whether you need to reach a different group of people. You can use a segmentation strategy to divide your already existing audience and understand the shifts in their behaviors to better tailor your brand during the refresh to meet your audience’s needs and expectations.
- Upgrade Visual Identity and Messaging
With the change in your audience’s preferences, the way the upcoming audience perceives your brand is also something to cater to. For this, you can update your visual identity logos, colors, design, and messaging with a fresh and modern look. Whether it’s updating your tagline or rewriting your key communications, ensure everything reflects your brand’s new direction and speaks to both the existing and new audience. For instance, if you’re incorporating sustainability into your products and services to appeal to your audience, your message and visuals should reflect the same.
- Involve Your Team in the Process
A brand is an effort of a team. Therefore, it’s vital to get your internal team on board. You can discuss why repositioning is important for the brand and how it will benefit the company and customers. In this discussion, you’ll come across various ideas you can use in the strategy for repositioning. Further, after the refreshed brand is ready, you can provide training to help your team get familiar with the new messaging and identity. With your team on your side, it’ll ensure that the new brand is presented consistently and authentically to your audience.
- Launch Gradually and Monitor Feedback
Unlike the launch of new products or services, brand repositioning doesn’t have to be sudden. Brands can instead take a phased approach to make the transition smoother and let their audience adjust. This can be staged by first introducing the refreshed elements in certain areas or on specific platforms and then gathering feedback to see how people respond. This method will give you insights into what your audience thinks, and following this, you can make adjustments before launching the full brand update.
End Note
In today’s competitive market, repositioning your brand has become essential to staying relevant. By following the steps discussed, you can refresh your brand while keeping its essence intact. Additionally, involving your team and strategically launching will ensure a successful transition. This will also establish your brand as adaptable and set it up for long-term success.
