Happy New Year! Now we have all woken from the Christmas slumber we can enjoy the fresh perspective that a new year brings. Many brand managers, business owners and marketers use this time to take an objective look at their brand and embark on varying degrees of development. Some fine tuning or a completely new look? Here are three ways to rise and shine:
1. A Gentle Buff
Perhaps a subtle refinement of your existing identity is enough. Maybe your tone-of-voice guidelines need shaking up, or your typography has become a tad stale, or a logo needs some TLC. Smartening up your act will send out a clear message that your brand is alive and moving forward. After all, “To stand still is to go backwards”.
Companies and products mature fast and they need a brand that represents this growth. Markets also change and cultures develop. A tweak might not be enough to keep up. In order to respond to a shift in the market, or to target a new audience, a bolder move is necessary to reposition a brand for future success. Exit Ronald McDonald.
3. A Blank Canvas
Sometimes an entirely new look is the way forward. Although it can be hard to let go of what is familiar, a full makeover can be an opportunity to learn from past mistakes and re-imagine a more effective brand entity. Circumstances such as mergers and acquisitions can also mean a full departure is unavoidable.
Either way it is vital to revisit your brand values and ensure that what is at the heart of the business is communicated through the new face of it.
Get in touch to discuss your New Year’s brand resolutions