A business’ brand identity is more than just a logo. It’s the foundation of the organization, mixed with the public’s perception about their credibility and the solutions they provide. All served alongside strong visuals and messaging.
Creating a Brand
When Taylor West develops a brand with a business from the ground up, we start with asking clients “what is your organization’s purpose?” Answering this question first lays the groundwork to create language and visuals that communicate in an engaging way, showcasing a purpose-driven, solutions-minded organization. Because ultimately, people resonate with brands who have something meaningful to say.
As digital platforms become more crowded with competition, having a strong brand presence is essential, causing many organizations to refresh their branding to break through the clutter. But is this wise?
When an organization comes to us for a refresh or rebrand, we again focus on purpose by asking, “what’s the purpose of the refresh/rebrand?” Is it because sales are down, and social numbers aren’t where you want them? If so, an adjustment to a marketing and communications strategy can usually address those issues and a brand update may not be necessary.
However, a brand update may be warranted if:
- There has been a shift strategy or market position
- A launch of new products and services,
- The current branding no longer represents the organization, its solutions or culture
Once the why behind the brand update is determined, there are still other factors to consider. Primarily, will this be a brand refresh or a rebrand?
So, what’s the difference?
Refreshing a brand is like giving a room a fresh coat of paint during a remodel, giving it a fresh new look. It’s about aesthetics. A refresh typically entails updating the look and feel of a logo and slight adjustments messaging to realign the business. A brand refresh may also include updating collateral, redesigning a website and other visual elements associated with the brand. Think the 2.0 version of a business.
If a brand refresh is like a coat of paint, then a rebrand is like tearing down a house and building a new one. A full rebrand could include a new name, complete redevelopment of a logo, repositioning the tone, services, culture and values of a business.
When starting the rebrand process, businesses must consider how much of the legacy brand needs to be preserved. Organizations must take into account the experience and trust consumers, employees and stakeholders all have with the legacy brand. This allows you to identify any brand elements that may need to be incorporated so that the change doesn’t completely confuse customers.
Other Factors to Consider
How organizations communicate a rebrand is also important. Failure to adequately communicate brand changes could damage an organizations reputation and the trust the company has worked so hard to build with an audience.
Lastly, when you change a logo, must update it everywhere. Business must determine how easy is this to do? How costly? Can it be done in stages or will that cause additional confusion?
With so many things to consider, updating a brand can be overwhelming, but it doesn’t have to be. Whether you need a logo redesign, a website redesign, some refreshed messaging or a complete brand overhaul, Taylor West helps guide you through each step.
Contact us today to learn more about our branding services.