Christine is a member of the Forbes Agency Council and contributes to its content on a regular basis. Below is an article featuring her and 13 other agency owners with best practices advice for refreshing your company’s image. This article originally appeared on Forbes.
Are you interested in rebranding without a complete overhaul? We can help. In the meantime, get inspired by these 14 pro tips.
14 Simple Ways To Refresh A Company’s Image Without A Full Rebrand
Companies should always be thinking about how their image is coming across to consumers. Having a brand that is aligned with your core values and attracts your target audience is key.
Fortunately, if your company’s image needs a bit of a makeover, you don’t need to do a full rebrand to shake things up and better reflect your current goals and messaging.
To help, 14 members of Forbes Agency Council offered their best tips for refreshing a company’s image across its various platforms without undergoing a total rebrand.
1. Understand What Clients Are Attuned To
You’ll need to understand what your current clients and customers are attuned to in terms of the types of brands they associate with today. This could be car brands, computer brands, online media, etc. From there, use the same narrative and incorporate your brand values into the full rebrand. – Stefan Katanic, Veza Digital
2. Take A Stand On An Issue
Take a stand on an issue that is central to your core business. The world and your customers are looking for brands to take a stand and believe as they do. Look for a social issue that is an organic part of your business, and then do something about it. – Hunter Johnson, Xpedition
3. Define What You Want To Achieve
Start by defining what you want to achieve by rebranding. After that, pick the top two or three areas that need to be fixed. Don’t get sucked into thinking you have to redesign everything. It could be as simple as an imagery refinement or a different way of organizing your online information. There are a lot of rabbit holes to get lost in if you don’t keep the goals in sight. – Christine Wetzler, Pietryla PR
4. Change Your Brand Voice And Visual Assets
Instead of undergoing a complete rebrand, you can refresh your company’s image across all platforms by changing your brand voice, offering new products or updating your visual assets. It is crucial that your messaging resonates with your target customers. For example, if you are updating your logo, it should reflect the aesthetic that is most appealing to your target audience. – Jonas Muthoni, Deviate Agency
5. Audit Your Brand Guidelines
If you haven’t already chosen a font for your brand guidelines, this would be the perfect time to do so. Having a uniform font and color scheme across all of your communications is key. Take this time to audit your copywriting. This is a great chance to define your brand voice and perfect your offer. – Alex Quin, UADV MARKETING
6. Update Your Logo
The simplest refresh that has a big impact is updating your logo. That doesn’t mean creating a new logo; it means tweaking the colors, font and style. The reason is that, just as fashions change, design trends also change. My agency has maintained the same logo for 16 years, but has updated its look several times over that time period. It keeps us current while maintaining continuity. – Scott Baradell, Idea Grove
7. Refine Your Public Messages
In the pro services space, brand equals reputation (not brand identity). So ask yourself where the gap lies between what you are known for today and what you want to be known for in the future. Then, start creating and sharing messages that position you for that new reputation. Your public messages will determine your public image. – Randy Shattuck, The Shattuck Group
8. Eliminate Outdated Content
Your first step should be eliminating content across platforms that doesn’t speak to your new direction. As new potential customers find you, you’ll want them to experience the refreshed you. Ensure that whatever content is prominent and visible to them is focused on where you’re going, not where you’ve been. When it’s time for a complete rebrand, the content will already be working for you. – Jonathan Schwartz, Bullseye Strategy
9. Work With An Artist To Create A Digital ‘Vibe’
Work with an artist who can create a digital “vibe” for your brand. It will go a long way and is far less time- and resource-intensive than taking on a full rebrand. If the vibe works really well, you could use that to set the tone for a new brand. – Danielle Sabrina, Tribe Builder Media
10. Start With Your Employees
Employees are the very first people who experience your brand. If employees are happy with what they do, and if you help them understand why they’re being told to do things instead of just delegating tasks, they can be the number one promoters of your brand. It is easier to refresh a company’s image in the eyes of its customers when they see how positively its employees act toward the company. – Adrian Falk, Believe Advertising & PR
11. Replace Outdated Images
Many platforms are visually based, whether it’s a website or social media. The quickest way to refresh a brand is to replace old images. Header images, icons and other graphics add visual appeal and make it easy for your brand to be recognized. Replace outdated images, especially old profile pictures, and remove cluttered stock images for a professional, sleek look. – Hannah Trivette, NUVEW Web Solutions
12. Start With New Language And New Imagery
New language and new imagery are key. Is the way you’re talking about the company outdated, given how the industry has shifted and the competitors that have entered the scene? Conduct a fresh SWOT analysis, determine how you stand above the rest, and then put those key selling points into a new website and marketing copy. Next, get new imagery, including pro headshots, to match the new positioning. – April Margulies, Trust Relations
13. Determine The Problem You Are Trying To Solve
Before deciding to “refresh,” you must consider why you are undertaking a rebrand at all. What problem are you trying to solve? Embarking on any rebranding effort (no matter how small) could be a waste of time, energy and capital if it’s not conducted for the right reason. Make sure the refresh is being driven by a genuine need to better engage customers, rather than to satisfy an internal stakeholder. – Mary Ann O’Brien, OBI Creative
14. Methodically Update All Platforms With Slight Changes
You have two questions to consider: How can you refresh your company image? And how can you do it across all platforms? For your company image, look at some slight changes to the color palette and copy. Update your tagline and/or refine your value proposition. That will pay dividends. Regarding platforms, create a list of everywhere your company shows up, and then methodologically update each of them. – Michael McFadden, eAccountable