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Marketing Maintenance: Perfect Time for a Fresh, New Look

You may know that there’s something wrong with your brand identity, but can’t quite put your finger on it. It could be something that just cosmetic, or it could be something that goes much deeper.

Refresh Versus Rebrand

It takes years to build your brand identity, and you want to be able to maintain its integrity. Lots of hard work and late nights are as much a part of that identity as your logo. But, you know there’s a problem when potential or existing customers no longer gravitate toward your brand. You may need a simple refresh to show your vitality or a complete rebrand to focus on new markets.

Refresh – It all starts with your logo. You’ve seen the big companies, like Coca-Cola and Pepsi (logo progression seen above) or IBM and AT&T, slightly adjust the look and feel of their logos to fit the current trends and styles. They know that a logo can’t stay relevant forever. Now, think back to when your logo was made. The trends and styles influenced its design during that time, and could be outdated if it was many years ago:

  • Color Gradients
  • Multiple Images
  • Insensitive Symbols
  • Ornate Fonts

Older styles have a difficult time translating to digital media. The nuance gets lost, resulting in a dated look and feel.

Updating your logo requires cosmetic adjustments that symbolize your identity today. Modern design is all about thoughtful simplicity. A brand refresh allows your logo to evolve with your business. And, it’s much more than just your logo. Here are some things to consider that won’t break your budget:

  • Logo – change in color or minor touch-ups.
  • Business Name – change in font.
  • Presentations – updated with a new look and feel.
  • Business Stationery – reflects the new look.
  • Website – easier to navigate and understand at a glance.

All of your sales materials, letterhead, business cards, and digital media get the same type of spa treatment.

Rebrand – Have you recently purchased another company? Had a merger? Or has your business model and market strategy changed? If you said yes, then everything about your current brand identity may say very little about your company. A rebrand can create that distance between old and new.

Repositioning your brand can be a significant reboot of your identity, which requires dramatic changes to your visual identity. It’s also a change in messaging. There may be a new story to tell one that’s new and exciting.

  • New Mission
  • Corporate Narrative
  • More Services
  • Expanding Network
  • Professional Image

Because of these changes, your current brand is no longer sustainable, and to hold on to it any longer may cause negative brand equity. Rebranding your business is a way of looking into the future to see what your brand can be. Here are some major things to consider:

  • Investigating New Markets – business intelligence to understand target market demographics, psychographics, and historical trends.
  • Increasing Visibility – being the new kid on the block requires strategic ad spending.
  • Content Strategies – develop a narrative that fits the company’s mission and vision.
  • Social Media Campaigns – build customer engagement and loyalty over professional platforms.
  • Community Outreach – show the world that you care about where you live.
  • Business Networks – increase the reach and depth of your resources through more reliable connections.

Each of these requires the proper marketing materials to leave a lasting impression and remain front of mind when they need your services. The time and financial investments that you make toward a rebrand will pay off for years to come.

The current business environment has given us more time to capitalize on opportunities to grow our brand. This is the perfect time to update your brand identity. Some of the projects listed above can take a substantial amount of time, so they will be ready to launch when everything has recovered. At Pinstripe, we are experts in building the perfect brand identity. We have helped some of the biggest corporations in the Tampa Bay area with their rebranding. We can help you refresh your brand so that it connects with your audience. Contact us today to develop and execute a successful plan.