A brand refresh is a huge undertaking that requires a careful thought process. If done right, it helps a company reposition itself in the online marketplace and develop a clearer brand identity and story. It can help modernize your look, provide diversification, and boost your business’ online visibility. In short, you have a bigger chance to stand out in the digital world.
An outdated brand can’t possibly have a place in the crowded eCommerce space. This is why a brand refresh is worthy work. Whether you’re planning a small refresh or a complete rebranding, it’s important to focus on showing off a fresh face to your customers. Interested in knowing what brand refresh techniques you can carry out? Here’s a list that you can use.
1. Edit your website
Depending on your budget and needs, there are numerous ways for you to refresh your website. But take note that, for the most part, such work will require the help of a seasoned digital marketing agency, especially if you’re thinking of getting a completely new web design. These experts can check if the design and content on your website do promote brand awareness and purchasing actions. They can also re-evaluate your website’s navigation, which is essential for enhancing user experience.
A brand refresh will also require you to look into your analytics data and determine what pages obtain more conversions or how long the visitors stay on your website. In addition, you’d also want to review your call-to-action buttons. Ensure that they are placed in the spots that visitors can easily notice them. Plus, they must be well-designed and appealing too.
2. Review your messaging
Is your brand messaging too formal for modern customers? Maybe it’s time to do a messaging refresh. Sometimes, trying too hard to sound professional or formal does not give you high levels of social media interactions and marketing content engagement. The main reason? This can neglect the human touch, which is important for establishing a brand message.
A brand without a personality that the audience cannot relate to is unlikely to get the attention of its target market. Infuse a personal touch, add some humor, and use a more down-to-earth tone when creating your message. Doing so can make the interactions with your customers easier.
3. Update your logo
Your logo is among the most vital visual elements of your brand, which is why it only makes sense to modernize or update it from time to time. If you have a description written in your logo that doesn’t accurately fit your brand, it might be time to remove or revise it. Nonetheless, brand logos look their best in a simple design.
In fact, most popular brand logos only have one or two colors in them: no embossing, no shadows, and fewer graphic adornment. Many established businesses always opt for subtle logo changes to ensure that they won’t lose their brand mark along the way.
4. Use a new color palette
Being updated with the modern color palettes and incorporating suitable ones can surely add visual interest to your brand image. If your current brand mark does not have too much pop in it, look for colors that complement your existing ones. This won’t just give your visual a new color but also ensure your brand exudes a modern vibe that attracts modern consumers.
Using new color palettes is not actually something permanent. Instead, you can use those new appealing colors for future marketing campaigns. This brand refresh concept doesn’t mean that you’ll also need to develop a new logo.
5. Improve the photos
Many businesses and organizations these days usually forget the importance of their brand images. Some are too focused on their product design, while others spend their time creating quality marketing copy. If you want to implement a successful brand refresh, you’d also need to invest time and money in improving your photography—from your business space images to product photos.
If you need to hire a professional photographer, do it. They can guarantee quality photographs for your brand refresh and the entire business as well. Furthermore, don’t forget to look at the newest photo composition styles for brand imagery. Updated imagery can make your brand look new without much hassle.
A brand refresh can either be a rewarding work or a business suicide, which is why it’s important to implement the right strategies and get them done correctly. The digital market is a highly competitive arena, so making a business-ending mistake is not an option. Use the tips above to create a new brand perspective that can help your business grow more.