Sustaining Business Newsletter

When to Refresh Your Brand
By Jennifer S. Hendrickson

Branding has its roots in ancient business and refers to the practice of producers burning their mark or "brand" onto their products.  In ranching, the firebrand burned into an animal's hide was a simple way of distinguishing ownership.  Even back then, the brand had practical meaning and the symbol used came to represent a certain family or group.  Today, "brand" is a marketing term we use to identify the symbols and words that reflect the personality and promise made by a company to its consumers .  

It's easy to tell when you should change certain things:  light bulbs, toner cartridges, your socks.  But how do you know when it's time to refresh your brand?  There is no hard and fast rule, but if you're anticipating a change in leadership/direction or are introducing a new business line it makes sense to look at a refresh.  In the absence of a major event you should consider refreshing your brand every 3 - 5 years or so.  

Is there a difference between refreshing a brand and rebranding?  Yes.  Consider how the Coca-Cola brand has changed over the last century.  The name is the same, the colors are the same, and the "dynamic ribbon" element of Coca-Cola's logo has remained consistent.  Yet they refresh the look every decade or so.  Coca Cola has not rebranded, they've refreshed.  Now consider FedEx.  When they opened their doors for business several decades ago, their look was completely different than it is now.  Their colors have changed, their logo has changed and even their name has changed.  When they started, their name was Federal Express.  Now it's simply FedEx; they have rebranded.  

What does your brand need to do?  Your brand should convey emotion and provide a glimpse into the soul of your business.  Refreshing a brand involves colors, lines, fonts and image placement - all with a goal of bringing your look and feel up-to-date.  If it's been a long time since you've updated your brand it might be tired and dated - in this case your business may require a rebranding (a more extreme makeover).  

What is the process for refreshing your brand?  The process starts with assessing your current materials and helping you determine what your brand should convey.  We then begin reworking your logo using colors, fonts, lines and images that are consistent with your desired look and feel.  The next step - and this is essential - is to gather feedback about the changes and see which one has the desired impact.  Once that is finalized we update your marketing collateral, advertising pieces, packaging, website, etc.  The result will be one fully coordinated package that reinforces your brand each time your customers and prospects experience it.  If we determine it is more appropriate to rebrand your business, the process will be similar; we'll just be starting from scratch.  

Aside from updating the aesthetics of your brand, you'll also want to evaluate your content. Remember, it's not just what you say; it's how you say it.  Your message should be clear, concise and emotionally compelling.  Offers, coupons and links on a website should all be relevant and current.  Even the language you use can get outdated quickly; use modern terminology and business language to show your customers that you're doing business in today's world.  

Once you have your visual and written message right, it's time to get the word out.  We revisit your marketing and public relations plan to let everyone know about your value proposition.  Even the strongest brands won't promote themselves, so we'll help you pick the right marketing vehicles for your budget and focus on frequency.  

At Hendrickson Business Advisors we always take our own advice.  July, 2010 marks our third year of operation and you'll soon notice that we are updating the look and content of our website and other collateral materials.  There is no charge for an initial consultation, so if you are considering refreshing your brand (or rebranding altogether), let us help you make that decision.  Our in-house graphic design and writing team coupled with our proven strategic marketing approach are unbeatable.  Please contact us today.