Updating your brand identity: what, why, how, when? An guide for the lost business owners

Let's start with: the what?

What is the rebranding/redesign concept? In simple terms, it's like the name says: an update, complete or minimal, in the visual identity of a brand. This brand update will look at different aspects of the business today, understand the reasons for the changes, and prevent a loss in audience perception of the brand. We want to enhance this perception.

The rebranding process of your company's identity and logo can seem daunting, but if you feel it's the right time, trust your gut. This brand identity guide we've prepared will help you conduct an internal assessment and provide direction for your decision to change.

To help illustrate and show you how to evaluate your brand identity, we brought a case study from our client Goiana Pré-Moldados, who underwent this process with us.

Step One: Research and analysis

Ask yourself some questions and understand why this change is needed:

• Do I have declining customer engagement?

• Are my brand visuals outdated?

• Are we going through a market expansion or significant changes in our business model?

If the answer is yes to any of the above, it means you need a refresh.

For our client in question, they are a company with more than 25 years in the market that realized they needed a change as they said yes to all of the questions above.

They felt like the logo itself was outdated by not having a timeless look to it, and this does not represent their business as it is a construction company that uses modern technology to build warehouses. Also, they were ready to expand to markets in new cities.

Step Two: Brand refresh

After deciding that this is the right move and understanding the reasons why, we need to proceed with the how. We will help you in this process to ensure that all aspects are considered:

• Logo: Is it modern and reflective of your business?

• Colors and Typography: Are they consistent?

• Messaging: Does it align with your business values?

• Visual Cohesion: Are all visual elements, including imagery, graphics, and layout, cohesive and representative of your brand’s identity?

• Website Design: Is your website user-friendly, aesthetically pleasing, and reflective of your brand?

For Goiana Pré-moldados, we provided a complete update to achieve their brand refresh.

Step Three: Go live to world

And now we reach the end of this process where your new brand is launched to the world. However, pay attention to some key details:

• Maintain consistency across all platforms.

• Communicate changes to your audience effectively.

• Gather feedback and make adjustments as needed.

We can help in this implementation part of the process with our other design services, such as website construction to show your new visual identity and our social media packages to guarantee your online presence remains consistent.

Don't forget to regularly assess your brand to ensure your business remains relevant. Use these rebranding tips to help you.

Ready to update your brand identity?

Start today with our services

Developed in partnership with Agência Amarelo