Picture this…
You’re a well-established business getting on to your 20th year. You’ve changed the odd bit of your brand here and there, perhaps to keep up with the digital movement or due to a change in services, but your logo, website and other platforms have stayed the same. Your sales are stagnant, website traffic has decreased, and the ever-changing social media algorithm has caused your reach to slow down. Now you sit in your meeting room and stare at the logo decal, the brand-coloured painted walls and company posters plastered throughout the room wondering “is this still us?”.
In that moment, a redesign or a rebrand could be just what your company needs. But what does a redesign mean, and would a rebrand be too drastic of a change? In this blog, we talk about the differences, the right time to consider the change, and how we can help support along the journey.
What’s the difference?
The first question to ask is whether you need a rebrand or a redesign. While they may sound similar, these creative terms have distinct meanings.
Let’s imagine the boardroom mentioned earlier is your brand identity. If we were to redesign the boardroom, we might consider a new lick of paint on the walls, updating the posters, perhaps replacing the meeting room table with a lighter oak.
A redesign means you are updating your existing identity while maintaining its core elements. These are minor changes that align well to your business mission and values without tampering with the entire identity and messaging.
A good example of a redesign is Google. Google’s brand evolution is fairly minimal, instead of losing the creative and playful spirit of what was labelled the “fridge magnet” identity, they instead kept the essence of the brand and modernised it to keep up with the digital trends.
To rebrand is to embrace a more open and transformative approach. The boardroom needs a complete overhaul. Brand new modern chairs, a glass meeting table, heck why not a new office space with floor-to-ceiling windows offering breathtaking views of the English countryside?
A rebrand is a complete reconstruction of your current brand identity, from logos to visual messaging. This requires significantly more time and effort than a redesign – it’s like going back to the drawing board and thinking about the future direction of your business – but with the right team and communication it can be the best business decision.
Amazon’s brand evolution is a great example of this. What started as an online bookseller in 1995 quickly evolved into a global giant which now offers a range of products and services. With this, their identity needed to follow the same direction.
When is the right time?
There will come a time when you feel a redesign or a rebrand is the next move for your business. Before jumping straight to that conclusion however and spending some of your budget, you need to analyse if it is the right moment to consider the big change, and if so, which one?
You first need to ask yourself:
- Does our brand reflect who we are as a business?
- Have our strategies and business model changed since we established our current brand identity?
- Does our brand stand out amongst competition, both digitally and in print?
- Is our brand accessible for the best digital user-experience?
If you have looked at the above questions and answered “no” to all, then it’s time to consider a rebrand. If some are yes and some are no, perhaps you would benefit with a redesign.
Another key area to review is your sales & marketing analytics. Your brand identity can easily affect your company digital and print presence, from website to brochures. It is key to understand if your brand strategy and audience perceptions are successful or holding you back.
Look at scenarios such as:
- Your marketing materials like business cards or brochures seem out of date and don’t convey what your message is now, removing the excitement to distribute them.
- Your social media visual strategy isn’t quite aligning to what platforms recommend, causing your analytics to drop.
- Your sales have become stationary or are lower compared to previous years.
- Your website isn’t following the latest SEO or accessibility standards, making it appear lower down (or not at all) in Google searches.
Evaluating these scenarios through your digital data could be another reason to consider a rebrand or redesign.
Where do I start?
Looking at where to start on a brand refresh or complete transformation can be both exciting and daunting. If you’re unsure where to begin, we’re here to help.
Here at Smith Goodfellow, we have a great deal of experience to help guide you on your brand identity & discovery journey. From data analysis to workshopping ideas, design execution and post-launch results, we offer all kinds of support & services every step of the way. Contact us today to discuss your specific needs and discover how we can help you create a powerful and memorable brand.