INTHEBLACK August 2022 - Magazine - Page 20
GET SMART
// T I M E S T H R E E
COMPILED BY SUSAN MULDOWNEY
WHAT ARE THE
ESSENTIAL ELEMENTS
OF A BRAND REFRESH?
In a business world that’s changing and evolving, a brand refresh
– a sharpening up of a company’s messaging and visuals – is a must
to avoid becoming dated. What are the ingredients for success?
01
MICHAEL HUGHES
M A N A G I N G PA R T N E R A N D S T R AT E G Y D I R E C T O R ,
T R U LY D E E P LY
Rebranding should align with business strategy and
future ambition. It can’t be just left to marketing –
the whole leadership team needs to commit to the
process. Successful rebrands aren’t a quick fix and
won’t solve fundamental issues with your product,
service or endemic cultural issues.
Consider what you’re hoping to achieve with the
rebrand. Is the brand out of step with your offer,
audience or the market? Are there issues with your
company culture that are impacting the brand
experience? Is there a shift you’re seeking to take
in your business strategy, product or service?
Successful rebranding is also about building and
maintaining stakeholder engagement. Listening to
and taking leaders and influencers on the journey is
essential. This provides insight into the company and
your audiences. It can also uncover diverse perspectives
and build future advocates for the brand change.
Consider what is compelling for your audience and
ensure it is fuelled by your authenticity and purpose.
A snappy new tagline with no substance behind it is
unlikely to achieve much.
A new logo can be a powerful and tangible signal
for change, but you also need to consider the capital
cost of a logo change. There are so many other
aspects that can be shifted to significantly improve
your brand’s visual identity.
Once you create your new brand, invest in bringing
it to life internally and externally. It’s important to
engage your staff in the brand change. Your people
are essential for delivering the new brand experience
and turning the promise into reality.
_
Listening to and taking leaders and influencers on
the journey is essential. This provides insight into
the company and your audiences. It can also
uncover diverse perspectives and build future
advocates for the brand change.
20 ITB August 2022