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Home > Digital Marketing Blog > 5 Crucial Elements to Include in a Strategic Brand Refresh

5 Crucial Elements to Include in a Strategic Brand Refresh

5 Crucial Elements to Include in a Strategic Brand Refresh
January 28, 2020

5 Crucial Elements to Include in a Strategic Brand Refresh

Jan 28, 2020
Jolene Rutherford
Jolene Rutherford is a marketing specialist - turned blogger, currently writing for technivorz.com. Interested in digital marketing and new technology trends. Love sharing content that can help and mean to people.

Many people mistakenly consider the brand to be a logo but the truth is that the brand is so much more than that. A brand is a way your company is perceived by your audience and customers. It is the perception, the feeling that they get when they interact with your products or services.

However, it is not as elusive and its elements can be changed but only if you are sure that your brand needs a refresh. If you approach this task strategically, you can create a stronger brand, one through which you will gain the trust, attention, and loyalty of your customers. For those who are about to embark on this journey, here are a few elements that your brand refresh should cover.

Add competitive analysis to the mix

The business world is highly competitive regardless of the industry so being memorable it quite a challenge. Businesses apply different tactics to get customers to notice them and make a purchase, which often includes the rule of 7 that basically suggests that customers need to see your brand 7 times to remember you and decide to take action.

However, with a memorable brand, this number could be even lower but one question imposes itself – how to become memorable? Well, being memorable means standing out in the crowd and to stand out among your competition, you have to first get to know them. A competitive analysis is a perfect tool to get the information that you need and you can do that by inspecting their logos, fonts, colors, styles, value proposition, website, and social media presence, content marketing, and other elements. Only after you know these pieces of information can you find a way to distinguish your brand.

Improve the content quality

Great visuals are fundamental and they will get your audience to continue to explore your website and offer but if the content they encounter is of low quality, you cannot hope for them to convert. So, as part of your brand refresh, you need to improve your content’s quality. You can start with what you have and repurpose it, especially if a particular blog post was popular.

Also, contrary to what a lot of people think, the quantity will never trump quality. It is better to cut down the number of weekly blog posts from 5 to 3 and make them SEO optimized and engaging. Don’t avoid mixing up written content with visuals or even transforming the text to a video or infographic since these formats would be more appealing to people who don’t have time to read a long blog post. Another trick you can try is getting inspired by influencers because besides being passionate about their content, they are usually the ones that push borders and introduce new trends.

Rethink your logo and visual identity

A brand refresh is, as the name suggests, a refreshment of your brand and not a radical change which falls under the category or redesign. With a refresh, you keep the good stuff and cut off or adapt what needs to be changed and this is important because you already have a customer base who has connected itself with those visual representations and too much change can be risky: you may attract new, but you may also lose the old customers.

Visual elements such as your logo, illustrations, imagery, and infographic design are crucial elements of a brand because they are powerful tools for conveying your brand’s message and they are memorable. With them being so important, it is essential to get them right which is why many businesses that are planning a brand refresh and even redesign turn to experts such as Infostarters to tend to every element and make them consistent across each channel of your brand’s online and offline presence.

Optimize your website for mobile

Unless you have been living in a bunker for the last 15 years like Kimmy Schmidt from the show Unbreakable Kimmy Schmidt, you must have noticed that mobile phones grew in importance. People use smartphones for communication, searching for a particular piece of information or a place to eat, as well as shopping and this, is where your brand comes in. If you haven’t leveraged mobile phone optimization, it is time to start.

In addition to optimizing your website for mobile phone users, you could consider creating a mobile app. This move can be what turns the tables to your advantage and what sets you apart from your competition. Naturally, you have to ensure that it is user-friendly and that it is a seamless continuation of your brand.

Activate your social media profiles

If your brand has profiles on different social media but you aren’t regularly active on them, it is as though your brand is invisible. If you still don’t see what the fuss is about Facebook, Instagram, and other networks, here are some numbers to speak for themselves: researches predict that by 2021, there will be over 3 billion people on social media. As you can see for yourself, the sooner you hop on that train, the better.

Any change that you introduce must go through social media, so it is best to start by discovering which networks your audience uses the most and get busy there. This change in your brand activities will not go unnoticed, especially when you begin promoting your blog posts via social media. Also, don’t forget to add buttons to your website that lead to your brand’s social network profiles so that your customers can have direct access and not search for the right profile.

Wrapping up

After a few years, the initial ideas, the ones that you built your brand on might become slightly off, and this is only natural. The growth of every business is followed by changes and adaptations which are necessary so it can fulfill its full potential. So, if you feel that your brand needs to be refreshed, then you should listen to your instinct.

However, this is not something to dive headfirst - you need a strategy if you wish to keep your current customers and attract new ones. From researching into your competition to mixing it up on social media, each step must be thought through and most importantly, tailored to your wishes and needs. Sometimes it is better to stagnate a bit than to implement an inefficient strategy that will cost you both time and money. So, consider your options, create a detailed plan, and get down to refreshing your brand!

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