As a New Year approaches, it’s more than likely that the majority of companies will have a new marketing strategy in place, ready to implement once the clock strikes 12. This is highly important to remain competitive and current in the market. Within that new strategy, a large group of those brands may be hoping to refresh their visual identity; and subsequently their marketing material.
Although this may seem like a large job, refreshing your brand can include small changes such as colour pallets and formats, straight through to a complete redesign, for both visual elements and messages.
No matter the scale of your brand refresh, there are many benefits of completing this in time for the New Year. See the benefits you could experience, along with our rebranding processes here at PSC Systems.
The benefits of refreshing your brand
When considering your upcoming marketing goals, refreshing your brand could help you achieve those aims sooner than you think. Here are a number of benefits you can experience by completing a rebranding process:
A refresh will keep your brand on trend
As a New Year enters, trends will adapt. With this in mind, it’s important to ensure that your branding is following those trends. Without considering a brand refresh, your competitive rating in the market could reduce, along with your relatability. Therefore, it’s important to continuously monitor market trends, and whether refreshing your brand is a necessity.
Refreshing your brand could help you target differing audiences
So far, you may have attracted a niche audience. Yet, if your aim is to scale up or attract a wider demographic, refreshing your brand will contribute to its success. Before making any changes to an existing brand, understanding what appeals visually to your ideal audience is important.
Refreshing an existing brand could improve positioning
Does your offering overlap into a number of markets? Or maybe your branding resembles the image of an alternative brand? In either of these situations, refreshing your brand will help to improve your positioning. Positioning can influence the audience you target, along with your exposure levels and the way you are viewed. By rethinking your brand guidelines, you can position yourself to reflect your brands quality, values and offering.
Complete a refresh to adapt your brand message
If you’re aiming to realign your communications this New Year, refreshing your brand message will work very well. For example, imagine you’ve taken an alternative route of promoting sustainability within your business. With this change, an adaptation to your overall brand message will be required. This can be achieved by simply changing your visual identity, while distributing those changes across all marketing material.
Adapt your brand image through a cost-effective approach
Depending on your overall marketing goals, refreshing your brand can offer a cost-effective approach to adapting your image. Although a complete rebrand may be costly, small changes can make a large difference; this will all depend on what you hope to achieve through refreshing your brand.
Some brands will require a rebrand to change and improve their reputation in the market. In this case, a complete branding service will be beneficial. Yet for other brands aiming to remain current, small changes to visual elements, such as a logo will add value. Therefore, whether you’re looking to make either small or large changes to your brand, benefits can be experienced. To discuss the value behind a rebrand, get in touch with our specialists here at PSC Systems.
Steps to take when refreshing your brand
Depending on your budget and overall aims, a number of different steps can be implemented to refresh your brand. For some companies, small adjustments will be worthwhile. For other companies, much creativity may be required to redefine their brand image.
The most common change made by brands is through colour pallet selection. It’s important to remember that colours have hidden meanings, especially if you’re targeting consumers on a global scale. With this in mind, if you’re looking to change your brand position, adaptations may be required to your colour choices.
The next step many brands will take focuses on their logo. For some, updating their current logo will be enough. Yet for others, logo design skills will be required to create a new brand image. In most cases, existing brands will utilise their current design, helping to maintain relatability in the market. However, if a brands positioning is adapting, a brand-new design may be beneficial.
A further element to consider within a brand strategy are the messages attached to those visual elements. From taglines to connected visual meanings, making small changes can redefine communications and how brands engage with audiences.
Once a clear set of brand guidelines have been created and refined, it’s important to position new branding material across marketing channels. From social media icons and packaging, to tangible advertisements, it’s important to ensure that branding is consistent across the board.
By refreshing your brand, many benefits can be experienced. However, it’s important to collaborate with branding experts to reach the image you’re aiming for. Many changes can be made, as mentioned above. Yet it’s important that those changes will be worthwhile when considering your budget and overall branding strategy.
Our services here at PSC Systems
Here at PSC Systems, alongside offering refresher services for brands, we specialise in manufacturing and distributing a number of marketing materials. From direct mail marketing campaigns to plastic key cards, we help brands be known for their images.
If you’re hoping to refresh your brand, the New Year will provide great opportunities to increase your ability to attract, engage and convert custom. Likewise, this will be a great time to reposition your brand, especially in an oversaturated market.
Start the year with a fresh image, reflecting the quality, value and offering you represent. We can help you achieve this here at PSC Systems. Reach out to begin your brand refresh.
No matter how big or small the project, we can help you redefine your image.
Posted on Monday, December 16th, 2019 at 12:35 pm in Latest News.