Musings

Why you should refresh your brand in 2021

Chris "Boz" Harrold / Marketing Insights / 22nd Jan 2021
Chris "Boz" Harrold 22nd Jan 2021 Marketing Insights

You may think that branding is something you only need to do once. Well, we’ve got bad news for those of you who breathed a sigh of relief all those years ago, when you thought it was all finally over - it’s not.

But don’t panic! This isn’t really bad news at all. In fact, it’s great news. And if it really has been a fair few years since you finally decided on a website design, a logo, and those nifty brand guidelines, this may be the article for you. It may well be time for you to think about refreshing your brand.

It’s a new year, and we’re still in the early years of a fresh decade. Even if you don’t buy into the ‘new year, new me’ rhetoric, 2021 is prime time to refresh your image. Let us explain why.

The basics of branding

We’ll start with the basics. Your branding is one of the first things that a potential customer will notice about your business. Whether that’s in the form of your logo, your marketing, or your website, it’s your very first chance to grab their attention and hopefully, in the end, close some new business.

This means that it’s vital that all aspects of your branding are accurately portraying your business. That includes:

● Your ethos
● Your goals
● Your target audience and customers
● Your products or services

Especially now, in the age of social media, it’s important to ensure you’re standing out against all the white noise of the internet.

Last year, we worked with Ab Agri to design and develop the name, brand, product and marketing for their new venture, Livalta. It’s a good example of how in branding, it’s all in the smallest details.

From brainstorming a unique and recognisable name, selecting colour palettes for the branding as well as for various product selections, to creating the new website, we had specific ideas in mind to convey a distinct brand. It needed to be reflective of the company - something based on cutting edge technology, science, and innovation. It needed to be memorable for customers, and easily distinguishable from the branding of its parent company.

Take a look at the end result.

Keeping it cool, and cohesive

Making your branding unique and recognisable is one thing. Ensuring that your branding is cohesive across all mediums - online and offline - is another.

If your business has been operating for a while, it’s entirely plausible that this has got lost in translation. Your online website design and digital marketing branding may look entirely different to your product packaging, business cards or physical brochures. As a result, it may be time to modernise your branding and curate a new look that’ll help you stand out - whether on your online store or on the shelves that stock your products.

We’ve been working with Lunari - a North Devon based company featuring holistic, natural skincare products, heavily inspired by yoga and wellness. Our brief was to create a new brand, eCommerce website, and product packaging, that would accurately portray Lunari’s ethos, products, and target towards an audience with similar needs and values.

We created a distinct brand image that would be reflected in both their online and offline presence:

● More than just skincare. Inspired by yoga and holistic living.
● Actively promoting wellness and wellbeing.
● An aesthetic influenced by the lunar cycle, a focus on the mystic and luminous.

Take a closer look in our portfolio.

Change can be a good thing

Here’s the thing: brands are like everything else in this world. With time, they change. It’s important to ask yourself whether your original branding aligns with your current business model.

Since you first started out, maybe your specialisation has changed - maybe you found your niche and you ran with it. Perhaps the style, or the very nature, of the products you supply or services you offer, has changed. As a result, maybe your appeal is with a different audience to the one your branding is designed to speak to. Refreshing your brand can help you to reach those customers.

But maybe it’s not you, it’s them. Perhaps the market has changed. Trends are always developing; whether that’s the way we market, the platforms we use, or the needs of consumers. It’s important and healthy to refresh your brand so that it can adapt to wider changes and stand out against competitors.

It’s normal, and it’s healthy, for your brand to grow, develop and change. It shouldn’t stay stagnant.

Do you need to refresh your brand?

It can be hard to know when it’s time to commit to refreshing your brand.
But a good place to start is by asking yourself these questions.

● Does my brand reflect my current business model?
● Does it reflect my product, service, or specialisation?
● Does it appeal to current, potential, or desired customers?
● Is it unique? Is it standing out against competitors?

If the answer to any of these is no… it might be time for that refresh. And that’s something that we can help you out with. Whether it’s logo design, full graphic design and branding, a new website, or the kind of full package we offered to Livalta or Lunari, we’ve got you. All you need to do is reach out - we’ve got the rest.

Chris

Chris "Boz" Harrold / Creative Director

Whether it’s for print or web, email or exhibition, Boz creatively directs as hard as he can to ensure we provide our clients with only the highest standard of work.