Is It Time for a Brand Refresh?

Who does your brand withstand the ever-changing marketplace?

It’s common knowledge that a company’s brand is its public face. In effect, it is the persona of an organization. The brand extends to the many different vehicles by which a company communicates out to consumers. It is represented in such things as marketing collateral, letterhead, signage, social media, and perhaps most primarily, in the logo of a company.

Think about some popular brands that have been around for decades as well as ones that are relatively new to the world. What types of feelings and perceptions are evoked through their brands? Companies from Coca-Cola to Twitter have such strong global brands that you might think they would never consider making any changes to their brands.

But did you know that several heavy hitters have undergone brand refreshes?

Recent Rebranding Examples

In the recent past, several very large companies have updated their brands. Some updates have been very obvious and have met with great fanfare, while others are detectable mostly to graphics, advertising and other marketing professionals.

• The Metropolitan Museum of Art (2016)
• Google (2015)
• Verizon (2015)
• Black + Decker (2014)
• Ernst & Young (2013)

Rebranding can entail a complete overhaul of the company’s color palette, fonts, style, etcetera. But often, a change may involve only minor, subtle tweaks that result in a gentle refinement. You might think that once a company’s basic elements have been created, there’s no going back or revising. But that isn’t true—it’s always possible to add some freshness to a brand, without necessarily starting from scratch.

Reasons to Update a Brand

Now the question is, “Why would a company undertake a rebranding exercise?” There are several reasons why a company may choose to revisit its branding. Reasons can be strategic as well as reactive to outside forces. The motivation is usually a result of a desire to change how the company is perceived, and perhaps even adjust the emotional connection a company has to its customers.

Here is a short list of just a few reasons why a company might choose to rebrand itself:

• The current look and feel is dated and old fashioned. With the speed at which business is transacted in today’s economy, it’s important to project an image of agility and modernity.
• Perhaps a company has evolved since its starting days with a different mission, or target audience, or a different approach to the products and service that it markets. Such changes in direction warrant a change in a company’s image.
• The owners focused their energies in the beginning years on building their business, and now have the luxury of a budget and time to really concentrate on the company’s branding.
• The company is expanding into international markets and needs an identity that will translate well across cultures.

Ready to Undergo a Branding Change?

If your company is in need of a facelift, consult with an experienced design agency to determine the extent of your rebranding project. The efelle design team has worked with hundreds of business since 2005 on branding creation and updates. We can help with everything from logos, to letterhead, business cards, catalogs and brochures. Call us today at 206.384.4909 or submit our online contact form to set up an appointment. Our designers are standing by!