five areas to consider before doing a brand refresh

1. Think about why you are rebranding and know your brand.

Knowing your reasons for rebranding your company establishes direction and a consistent plan for your new brand. Think about why you don't like your existing brand. Is it too bold, too colorful, does it give off an image that doesn't convey the correct messaging. Maybe the logo looks outdated, too traditional for your modern brand, or simply, you don't identify with the over all look and feel of your brand and logo anymore. Whatever your reason, make sure to identify the factors that are pressing you to consider a rebrand prior to changing the brand of your company. In order to effectively communicate your messaging to your customer, It is critical your brand stay consistent with your views and aligns with your value proposition. Try making a list of five things you would change about your brand and evaluate each point. Consider the areas you can tweak with minor changes and the areas you want to make more drastic changes to. In the end, this gives you a guide-line to follow for your rebranding process.

2. Get clear on your key message.

Establishing clarity of your brand message upfront is essential to building awareness and recognition for your brand and it helps with the direction of your design process. No matter what the message is, think about your company values and your business goals. Specifically, how does it align with your brand now or with a rebrand later. Consider how your message has changed over time and the values your company started with and where you see it now. What traditions have stayed and what elements to your business have changed with the growth of your company. If your happy with the message of your company, that's great! focus on other aspects of your brand you can change. For example, logo, colors, font, or applications. Everything for your brand can grow off of your messaging and allow you to establish a firm foundation for a new design strategy. 

3. Make a list of everything you want rebranded and discuss it with your designer.

Talk about how you want your logo re-designed. How many versions and variations of your logo are needed and what sizes. Do you want your logo or brand messaging on your company car, or what about an email signature. Consider if you will apply it to multiple forms of print, specifically brochures, business cards, mailers, etc. Additionally, you may want to think about how often your new rebrand will be used on your website and specific sizes needed, as well as your social media accounts and any other digital marketing used for your company. Discussing the applications of your new rebrand upfront with your designer will most definitely help in a smoother process. Ultimately, you will have more clarity on the overall usage and direction of your brand.

4. Understand your target market and your clients persona.

People are sensitive to visual imagery and it applies to your branding, specifically with your logo and color choice. Ideally you would what to keep this in mind and discuss the qualities and characteristics of your customers with your designer. Discussing your clients persona can help the direction of your rebrand, while keeping in form with your own company message. Using visuals, such as color, your new brand can dramatically have a positive or negative impact on your customer depending on your choice. Certain colors could be perceived as calming, bold and exciting, while others can appear aggressive and unappealing. Make sure to think about strategy, color theory and how your messaging plays into your rebrand. Create your strategy taking into consideration your costumer persona and your brand messaging. Once again, discuss your brand with your designer and they will help pull it all together with a beautiful design and strategy for your company.

5. Be bold and be exciting. 

The market is flooded with logos and millions of brands. No need to be conventional in thinking when your rebranding. Consider bold tag lines, consistent messaging and a perfectly developed design strategy. The purpose is to stand out and differentiate yourself from other businesses. So don't be afraid to try a new look, one of course that is consistent with your brand and speaks to you, but more importantly a rebrand that is going to get you noticed and make you stand out. In the end, your rebrand will convey the look, message and values of your company.