BRAND REJUVENATION – BREATHING NEW LIFE INTO AN EXISTING BRAND
Brand Rejuvenation is the process of changing the ‘look and feel’ of your brand while leaving the brand/business foundations relatively untouched. In other words, rejuvenating an existing brand tends to deal with the elements of the brand that are visible to the outside world and include the logo, colour scheme, web site, stationery etc.
Before embarking on a brand rejuvenation project, it is important to be sure that you are dong it for the right reasons. Some organisations that are dealing with internal and/or external issues think that changing their look may help improve their performance and perception and, consequently, their bottom line. The truth is it probably won’t – they need to fix the problems before changing their brand.
Brand rejuvenation works best for organisations that are performing well internally, are known in the marketplace and are respected by their current clients.
The obvious question here is why would a successful business what to rejuvenate their brand? The usual reason for rejuvenating the brand of a successful organisation is that their current visual identity has become a bit outdated and, consequently, may be off putting to potential new customers when they are compared against their more dynamic looking competition.
If your organisation is established and successful in its marketplace but is suffering because of an outdated brand then undertaking a brand rejuvenation project can help you organisation to reassert its position in the marketplace.
Organisations pursuing this approach often want to better showcase their organisation as fresh, relevant and cutting edge and most importantly they can back it up.
Our BRAND JOURNEY approach to brand rejuvenation will help you to understand the real driving force behind the need for brand rejuvenation to ensure that this is the most appropriate approach for your business to take. This process also helps to identify the key driving force of your organisation which we can translate into a fresh, powerful and appropriate brand.
If you are uncertain as to whether brand rejuvenation is the correct strategy for your business, undertaking a Brand Audit can help to clarify your situation and identify the best way forward.
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