Refreshing Your Brand Identity

It’s important to revise your brand image at strategic moments. That doesn’t mean you have to change everything. This is an opportunity to give yourself more perspective. It allows you to remain relevant in the market and in front of our customers.

Your brand image is the connection with your target. This is the reflection of your identity. This is what gives confidence to customers. This is what allows you to stand out.

Renewing your brand image can mean reviewing:

  • The logo or visual symbols attached to the brand;
  • Your positioning or signature;
  • Visual elements and marketing tools that make your brand live;
  • The language and tone of your brand.
  • The communication elements that will improve the perception of your employer brand.
  • The elements of communication that will improve the perception and relationship of your brand in relation to your strategic partners, your suppliers and your competitors.

Why is it important to regularly renew your brand?

1. Return to the future when the brand identity is based on a “”tired”” trend
If your brand image has been developed in the trends of the moment, your brand may be “”tired”” a few years later. Your brand image must be ideally timeless or, at best, current. A Longueuil cup has already been beautiful.

2. Your brand no longer represents your evolution
During the design of your brand image, your business was at a certain stage in its development. Over the years, the company is evolving. The service offer may have changed. You serve new markets or new segments. Are new people in the employment of the company both in terms of leadership and the entire team? If the company has growth for a while, the answer is probably affirmative. If so, do these new people have a vision, a mission and values that have evolved compared to those of the initial entrepreneur or to those of the founders of the company? Your brand image may not have followed the development of your business.

3. Your brand image does not distinguish your business by creating a certain buzz which will give a boost to marketing afterwards
The market changes. Your competitors too. If you were a leader at the start, maybe some copied your brand. There are new players. In this jungle, does your brand image really allow you to stand out and join the target?

Does the customers understand your message, your promise and recognize your signature that can stand out from your competition?
The components of the brand image of your business should be symbols that clearly define your unique sales proposal also known under the English term “”unique selling proposition”” or USP to facilitate upcoming marketing efforts.

Thus, it will be much easier to communicate this unique sales proposal and your values to customers and also in your internal communications.

Does your employer brand and your brand towards suppliers and other stakeholders in your business make it possible to disseminate with consistency and efficiency what your values and your slogan affirm in your marketing?
Whether in terminology or how to communicate in your internal communications, all of the members of your business should feel that the message conveyed by the organization is aligned as much in its sales and marketing as in operations and resources human. In short, that the components of the brand image are aligned and integrated beyond a slogan, a logo and the rest of the graphic charter.

How should you approach refreshing your brand?

You can afford to make a good upgrade of your brand image at 8 to 10 years old. The best time is probably to coordinate this with the update of your strategic plan.

It is at this point that you revise your mission, your vision, the elements related to the forces of your business, your customer strategy, external factors and competition. You will have everything in hand to also allow you to think about the adjustments to your brand image so that it is consistent with your strategy and the market.

In order to give you more perspective in the revision of your brand image, you can also:

Question your customers. How do they perceive you? How do they see your brand image? Your best customers will be a real pleasure to answer you frankly.
Review the performance of your website. Historical traffic data on your site and SEO will give you an idea if your message and your image are still relevant.
Analyze your social media. Do your customers still connect with you? What do they say ?
Review your sales data. They can tell you about the performance of your markets and your product segments. Does this reality stick with your brand image?
Here, it’s Pepsi.

The Pepsi logo has changed 105 times in 105 years. This is a good example of how a company has changed its logo with the passage of time. These changes have not been made just for the pleasure of changing or being fashionable. They were part of a well -thought -out marketing strategy. The focus is always to remain relevant in time and attract the most people to the brand.

Eleanore Frinqois

Eleanore Frinqois, Lead Editor at is a business leader with over 30 years in both start-up and enterprise level organisations. Previously Operations Directer at a £1.8BN media group, alongside setting-up and later selling 3 digital brands - Eleanore has expertise across all aspects of business growth.

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