By Mark Fensom, director of brand communications agency, Warbox.
Contrary to popular perception, or making a speculative assumption, your brand isn't just about how something looks. It’s also about how it sounds, interacts and reimagines.
Subtle tweaks are inevitable to stay relevant and true to your business objectives, but you also need to take the time to stand back and question whether your brand is on the correct path.
On average, companies are reported to conduct some kind of brand update every seven to 10 years - a shocking statistic in itself, given how much the business landscape has changed in the last decade.
Many businesses focus on making visual changes, such as a logo refresh, to signal a new brand identity, but this is meaningless if it’s driven by aesthetic reasons as opposed to purpose.
During my career, spanning over 25 years, I’ve been fortunate enough to have met, been schooled by and worked with some incredibly colourful, emotional and passionate people. They have influenced, inspired and shaped my career.
They hold a persuasive presence in my memory banks. Although some are pretty unforgettable characters, it’s not how they looked, it’s how they behaved, interacted and engaged with those around them that I remember most vividly - that's what really made the connection.
Asking the questions which matter
Successful brands are built upon a strong foundation. They have a clear purpose and are aligned with the vision and strategy of the business.
They are relevant. They evolve and adapt, and they know their audience. That said, the fundamental and overriding success story for any brand is consistency.
Over time, brands can become fractured, disconnected, outdated and inconsistent. Too many can lose their way, become sporadic in their marketing and are blindly on the precipice of a disconnect and impending failure.
So, what steps can brands take to change their fate? Far be it from me to tell you what is right or wrong about your brand. Ask yourself the key questions first.
Does your brand reflect who you are, where you’re going and what you want it to be? Is it visually adaptable and memorable? Does the brand identity align with the brand strategy? Is the UX clear?
Though simple, these questions force you to review and assess your offering. On reflection, many discover their brand no longer mirrors what their business has become, and can start the process of changing this.
Anything you can do, I can do better
As part of this approach, it’s essential to consider how your brand positions itself against its competitors. Look into everything from what slogans they adopt, to the narratives they convey.
Of course, it’s also important to delve into how your competitors choose to frame themselves through their design - including their colour palette, chosen fonts, and photography style. Visual identity and language go hand in hand, and although a cliche phrase, a picture can say a thousand words about who you are.
Take what you learn and use the insights to help ensure your brand’s market presence is distinct and clear to your audience.
Businesses will understandably want to ‘stand out from the crowd’, but don’t just fall into the trap of positioning yourself as ‘disruptive’ or ‘revolutionary’ if you’re not, to try and force this goal. This will only lead to a disconnect.
Instead, keep questioning your brand and keep researching. Understand what your audience thinks your brand stands for and how it is perceived. What do they like about it? What don’t they?
Stay up to date about what's going on in your sector at all times, and more often than not, your gut instinct will kick in when you know a brand refresh is overdue - whether it be a tweak, or bigger overhaul.
Knowing when it is time for change
Aside from market influences and competitor decisions, there are a plethora of other reasons why a business may choose to rebrand.
Perhaps your business has decided to go in a different direction, or you need to get everyone internally on the same page. Maybe ‘tactical’ marketing has overtaken core brand principles, and the fundamentals of brand consistency (via guidelines) are not being adhered to.
Whatever the context, don’t let your brand hinder your business objectives. Use it as a tool to help you get to where you want to be.
Don’t neglect it for months - let alone a whole decade - but police it. Tweak it. Audit it. Stay on top of it. Evaluate it. Refine it.
I see first-hand the importance of investing in your brand on a daily basis, and how this translates to increased customer engagement, trust, and loyalty. There’s no reason why you can’t achieve the same for your brand.
