When you reach a point that you feel your brand needs a refresh, it can be hard to implement change without stripping everything away. In this blog post, we look at Moo’s tips on how to achieve a successful rebranding (Moo 2021: online).
Finessing, rejuvenating or simply adjusting your brand’s look and feel is important every couple of years for a multitude of different reasons: keeping up with the times, upliftment and refreshment, or a change to your brand’s presence.
1. Deciding what’s best
When you feel that it is time for a reset, the first thing to think about according to Moo is whether you need a refresh or an entire rebrand. A refresh is a sort of update; however, the crux of your brand identity stays intact. Things such as a logo tweak, font change or relooking at your colour palette. A rebrand is about creating a new identity for your brand from the bottom up. Moo suggests to pay close attention to these two options when deciding to refresh your brand (Moo 2021: online).
2. What needs changing?
The second thing to start thinking about, which leads us from point 1: assess your strengths and weaknesses. It is vital to assess what needs change/an update and what doesn’t. Moo explains to look at your brand guide – logo, colour palette, fonts, tone of voice. Observe whether you stand out from your competitors and whether your brand stands out . Add your weakest brand assets to your brand refresh checklist – they’re the ones that will need your attention (Moo 2021:online).
3. Make sure it is the right time
You’re going to want to step back and assess the bigger picture next: look at the timeline in the present moment you are wanting to rebrand. As Moo explains, timing is everything. Plan your ‘launch’ carefully, as your goal with something like an update or change for your company is to heed the best results and response (Moo 2021: online).
4. Create consistent branded products
Of course, with a change in your brand comes upgrading items that have your brand on it. Digital and online spaces such as social media channels and your website, print products such as business cards, signs, and business stationary.
Further than this, Moo suggests to look deeper into the communication side of you brand too. How is your brand change reflected in the way your brand communicates? (Moo 2021: online).
5. Get it out there
Lastly, and most importantly, get your fresh new look and feel out there! First things first according to Moo is of course your employees, as they stand as the biggest ambassadors of your brand. Next, social media and PR are on the list to make sure that you are making the public, existing and potential clients aware of this exciting change and transition (Moo 2021: online).
–
Source: Moo. 2021. Reset your brand: 9 pro tips for a successful brand refresh. [Online]. Available: < https://www.moo.com/blog/business-tips/brand-refresh-tips>. [Accessed 30/09/2021].