Learn Why a Strong Visual Rebranding Strategy Can Help You Get Unstuck

April 19, 2022

6 mins

Do you cringe when you look at your company’s logo? Are your colors and fonts a bit outdated? Does it seem that leads are lagging or that traffic is declining? If so, it’s time to implement a visual rebranding strategy to freshen up your corporate look and feel.

Every business owner knows that a brand is so much more than just a logo. It’s the personality of a company. Your brand dictates how people feel about your products and services. This includes what customers remember (and tell their friends) after doing business with you. And the visual expression of these realities should be reflected in the colors, fonts, shapes, and sizes you implement across marketing channels and collateral.

That said, many businesses—especially small businesses—often seem to “grow out of” their original visual brand as they evolve. If that’s the case for your business and you’re not happy with your current visual brand, don’t worry! There are steps you can take to rebrand your business without starting from scratch. In this blog post, we’ll discuss what those steps are and how you can execute them successfully.

Why Rebrand?

The rebranding process may seem like a lot of work and you may be wondering why it’s such a big deal. Changing logos, fonts, colors, and more means updating all marketing collateral from business cards and signage to your website and social media channels. Is it worth it? We say absolutely!

In today’s competitive market, businesses must keep their visual identity up-to-date. An outdated visual identity can make a business look dated and out-of-touch. By contrast, a fresh and modern visual identity can communicate that a business is innovative and forward-thinking.

In addition, a well-designed visual identity can help a business to stand out from its competitors. When customers see a visually cohesive brand, they are more likely to remember it and to associate it with positive qualities. Therefore, updating a business’s visual identity is a good way to stay relevant and be attractive to new audiences.

Read More: Brand Identity 101: The Ultimate Guide to a Fresh New Look for Your Business

How often should companies rebrand?

Every company is different, and there is no hard and fast rule for how often a company should update its brand identity. However, there are a few factors to consider that can help you decide whether it’s time for a change.

  • First, think about how your current brand aligns with your business goals. If you’re aiming to attract a younger demographic, for example, then a more modern logo might be appropriate.
  • Second, consider how well your current brand is performing. If sales are slipping or you’re having trouble standing out from the crowd, then it might be time for a fresh start.
  • Third, take a look at your competition. If they’re regularly updating their look, it might be time for you to do the same.

A rebrand may also be necessary to reflect new realities or significant changes, such as a merger or acquisition. Additionally, if consumer tastes have shifted or the competitive landscape has changed, a rebrand may be in order.

How to Rebrand Your Company’s Visual Identity

1. Evaluate

The first step in any rebrand is to take a step back and evaluate your current branding. What elements are working well? What elements need to be improved? This process can be very subjective, especially for small business owners. If you can enlist the input of neutral sources such as a focus group that will help you achieve a more well-rounded perspective.

2. Start With the Outline

If you decide to redesign your logo, be sure to keep your audience in mind. Who are you trying to reach with your brand? What kind of message do you want to communicate? Your logo should be reflective of these things.

It’s best to begin with a black and white version when redesigning a logo. The base version should be able to stand alone without dependence on specific colors to make sense. If you’re thinking about adding color to your logo, that’s fine – but make sure you start with a strong black and white foundation first.

Your logo is one of the most prominent elements of your visual brand, so it’s worth taking the time to get it right.

3. Fill in the Colors and Style

Once you have a new logo, it’s time to start thinking about your brand colors. Color brings your visual brand to life. The right colors can communicate your brand’s message, evoke certain emotions, and help customers remember your company.

Here are a few tips to help you choose colors for your visual rebrand:

  • Consider your brand’s message. Your colors should support and reinforce your brand’s message. For example, green is often associated with nature, so it would be a good choice for an eco-friendly company. Blue can represent trustworthiness, so it might be a good choice for a financial institution.
  • Think about the emotions you want to evoke. Certain colors can evoke certain emotions in people. For example, red is often associated with excitement and energy, while blue is associated with calm and serenity. Consider the emotions you want your customers to feel when they see your logo and choose colors that will support those feelings.
  • Use colors that are unique to your industry. Your customers should be able to tell at a glance what industry you’re in just by looking at your logo. To accomplish this, use colors that are associated with your particular industry. For example, healthcare companies often use green or blue in their logos, while tech companies often use orange or yellow.
  • Use colors that are easy to remember. You want your customers to remember your logo, so it’s important to choose colors that are easy to recall. Bright, bold colors are usually more memorable than muted or neutral colors. And using a combination of colors that contrast with each other can also help your logo stand out in people’s minds.
  • Consider the printing process. If you plan on printing your logo on marketing materials or products, keep the printing process in mind when choosing colors. Certain colors are more difficult to print than others and can end up looking different than you intended. For example, light colors tend to get lost when printed on a dark background, while dark colors can be difficult to read when printed on a light background.

Keep these tips in mind as you choose colors for your logo, and you’ll be sure to create a design that accurately represents your brand and resonates with your customers.

4. Create a Style Guide and Train Your Team

After establishing a new logo and brand colors, it’s time to start putting together a style guide. This document should outline how your brand should be used across all communications, from website design to social media posts. It should include things like your logo usage, brand colors, and typography.

When your style guide is complete, plan a meeting to cover the details and set expectations for how your team should interact with the style guide. Please don’t skip this step as it can literally make or break the success of your rebranding process.

The style guide will put guardrails around your brand to maintain its integrity while also giving your team (or volunteers if you run a nonprofit) the freedom and understanding they need to apply the visual brand correctly within each unique context.

5. Update Your Marketing Collateral

Once you have all of these elements in place, it’s time to start implementing your new visual brand identity. Update your website, social media profiles, business cards, and any other marketing materials to reflect your new look. And don’t forget to train your team on the new style guide!

Need Help Rebranding Your Business?

A rebrand could make a world of difference If your bottom line needs a boost. In fact, a solid visual rebranding strategy may be the key to attracting a wider audience and unlocking new leads for your business.

Before you hire a rebranding agency, you need to find the right fit. For more on this, check out this post: 15 Important Questions to Ask Before Choosing a Branding Agency for Your Business

If you’ve decided that it’s time to put in the work and invest in a rebranding strategy, don’t fret. We are here to help with any questions you may have. Please get in touch with us today and we’ll set up a time to discuss your rebranding project. We look forward to working with you!

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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