A brand can be seen as the sum of all its interactions, whether it's with customers, employees or suppliers. These interactions are also influenced by the language, way of communicating and tone used by a brand. In today's world where social media channels play a major part in shaping relationships and perceptions, brands must constantly look for new ways to stay relevant and keep engaging their audience effectively.
Staying fresh and relevant
In today's world, staying fresh and relevant to the market is essential. The economy is changing, and so are consumer preferences—if you're not evolving with them, you risk becoming obsolete. That's why it's important to stay relevant on all fronts:
Your products need to be relevant to your customers.
Your brand needs to be relevant to your industry.
You need to be up-to-date on what's happening in your industry and how it could affect you as an organization (this includes both external factors like new legislation and internal ones like employee turnover).
In short: Staying fresh is a constant process of adaptation.
a brand refresh affectS perceived value
Your customers aren't stupid. If they could, they'd be able to sniff out the difference between "new" and "remodeled." A fresh new look may be just the thing you need to get them interested in visiting your website again, but it's not enough for them to feel inspired about what you have to offer. Your visual identity needs an overhaul that will help create a new value curve for your business and enable differentiation from competitors—which is what any refresh should be about anyway.
You may have heard the term "value curve" before. Essentially, it's a way to understand how your brand adds value to the customer from their first interaction with you all the way through their relationship with your company.
A good value curve is one that creates differentiation for your business by providing more value than competitors do. That's why we believe that every brand refresh needs to consider how they can create new value curves that would enable them differentiate themselves from other companies in their industry. This means considering what customers are looking for now and will be looking for in the future, as well as what kind of products or services your business offers and how they fit into those changing needs and interests of consumers.
MorningBrew created a new value curve for its customers but also had a very fresh identity to go with. Check out the story here.
Don’t forget that any brand refresh is an opportunity to build a new value proposition for your customers. It doesn’t have to be about changing the actual product or service, but rather the perception of what it offers.
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Dare to shift!
Design Principles • Design Thinking • Business Growth • Branding
