As perceived by many, brand strategy is not a one-time thing. You must evolve and change your brand strategy when the need be. That is exactly what any top advertising agency would do to distinguish a brand and help it grow in this highly competitive age. But how do you know when it’s time to refresh your brand, and how can you do it effectively? This blog will answer these questions for you and make it easier for you to change your branding strategy.
When Should You Refresh Your Branding Strategy?
Creative Strategy in Advertising Depends Upon Market Changes
One of the most compelling reasons to refresh your branding strategy is a shift in the market. This could be the introduction of new competitors, technological advancements, or evolving customer expectations and preferences. For example, the rise of digital platforms has forced many companies to rethink their online presence.
Outdated Branding
If your brand feels outdated, either visually or in its messaging, it may no longer resonate with your audience. Trends in design, language, and marketing shift over time. If your brand looks like it’s stuck in a past era, customers may perceive your company as out of touch, even if your products and services are top-notch.
New Audience or Market
When your company expands into a new demographic, region, or product category, your existing brand strategy may not align with this new audience. A new branding strategy will help your brand appeal to this broader or different group while staying true to your core values.
Business Evolution
If your company has evolved, so should your brand. Whether you've introduced new services, shifted your mission, or undergone a merger, a revised branding strategy ensures that your public identity reflects the company you are now, rather than who you used to be.
Customer Feedback
Customer feedback plays an important role while crafting a creative strategy in advertising. Negative feedback about your brand image or messaging, even if it’s just from a vocal minority, could indicate a need for change. Listening to your customers can give you key insights into how your brand is perceived and what needs improvement.
Now that you know when to change your branding strategy, let’s offer you a few important tips on how to refresh your branding strategy.
Evaluate Your Current Brand
Start by analysing where your brand currently stands. Gather data on your brand’s perception through customer surveys, market research, and internal feedback. Look at your competitors to understand how your brand compares to them. This will help you identify the gaps and opportunities to come up with a new branding strategy.
Revisit Your Brand Values
Before you think of changing your branding strategy, you should reconsider your brand values. What does your brand stand for? How do you want to be perceived by your audience? Ensure that these elements are clearly defined, as they will serve as the foundation for your refreshed strategy.
Update Your Visual Identity
Sometimes, a refresh means updating your logo, typography, colour palette, or overall design aesthetic. However, this should not be done lightly. Visual identity is a key part of your brand’s recognizability. Small but meaningful changes that modernise your look can go a long way without losing the essence of what makes your brand unique.
Revise Your Brand Messaging
In addition to revamping your visual identity, your brand’s voice and tone too should align with the evolving needs and desires of your audience. Revise your messaging to ensure it resonates with current customer emotions, values, and concerns. Whether you’re refreshing taglines, mission statements, or your overall tone, ensure you maintain consistency across all platforms. .
Leverage Digital Channels
The way people interact with brands has changed dramatically, with digital touchpoints playing a crucial role. Ensure that your refreshed brand is not only reflected on your website and social media but also delivers a seamless digital experience. If your online presence is disjointed, the effectiveness of your new brand strategy will be diminished.
Launch and Communicate the Change
Once your refreshed brand is ready, launch it with purpose. Announce the change to your audience through a well-thought-out communication strategy, explaining why the refresh was necessary and how it benefits them. Ensure that all your marketing channels, from your website to your social media and advertising, are aligned with the new branding.
If you are looking for a branding strategy, and wish to onboard an advertising agency with a proven track record, you should get in touch with Seagull Advertising. Seagull Advertising is renowned for impeccable brand strategies, and has helped over 100 brands soar high.
