(Article)

Neverending Branding

Design ✕ Redesign ✕ Refreshment

Serge Ritter-Höntzsch

28. June 2022

5 min.

The decision whether to renew or »refresh« a brand brings uncertainties, especially in a fast–paced, constantly changing world. When is the right time for that? Unfortunately, there is no universal answer to this, as each brand has its own goals and challenges.

With a thoughtful brand design and a willingness to accept change as a given, you can constantly breathe new life into your brand without completely discarding what has come before. Thus, a brand and its design continuously adapt to the requirements of an equally dynamic market.¹

Brand: A living organism

Therefore, the development process of a brand is not a linear process that results in a »finished« and untouchable brand at the end, but rather a dynamic cycle; a constant and renewed questioning and adjusting of one’s own strategy and identity, taking into account the interactions and feedback of the reference groups. The human face is a fitting metaphor for this: it is created for encounter and recognition. Although it changes over time, the same person can still be recognized behind it. And just like a person, a brand also lives by its recognizability and ability to form relationships.

Prior to the digital age, rebranding was usually tied to forward–looking business decisions, innovations, or scandals. These triggers were obvious and the resulting changes predictable.²

Times have changed. We are constantly faced with technical changes; new devices and services come on the market and bring new functions with them. As a result, consumer expectations also change permanently and at an enormous pace. You must respond to this with your brand by taking the customer perspective even more into account. Go out and talk to your customers. What do they think about your brand? How strong is their brand loyalty? Does the brand style appeal to them? Ask what your brand represents in the market outside.

When brands engage in dialogue with their users, you will get amazing answers back. Use these insights to constantly refine your brand. Customers will thank you with new attention for your brand and real brand loyalty. Neverending Branding.

»The brand belongs to the customers. They identify with her, talk about her, and make her their own.«

Monotype Fonts

(Evolution)

The Refreshment

If the scope of the change is limited and only involves formal adjustments in the brand design, we call it a refreshment. Here, the brand is updated. The starting point: important activities and attributes around the company are running smoothly and are successful: social media engagement, email newsletters, response, brand loyalty, and also sales.

Some aspects may no longer seem up–to–date or have proven to be ineffective in practice. Where colors and fonts may work well in print, they can cause problems in digital formats.The logo cannot be scaled to a responsive logo, or the fonts lack the appropriate web font to convey the brand consistently digitally.

Then it’s time to refresh your brand to keep it relevant and to allow it to evolve. You remain true to your brand style, but supplement it with new or revised elements. This renewal also generates enthusiasm among customers and makes your brand appear contemporary.

(Bata Logo Evolution)

Notable brands continually improve their brand image to meet their also–changing target audiences and to make changes visible.

(Revolution)

The Redesign

A comprehensive renewal is often brought about by a new perspective, a new message, or a breakthrough in the company (introduction of innovations or product lines, opening of new business fields, generational change, etc.).

Right now, when a fresh wind is blowing through the company, the brand of the now »new« company must make the values visible and communicate the company’s claim. The only way to fix this is a complete overhaul, a re–design, where the change is clearly visible to everyone.

»As a company grows and diversifies, its message may become diluted and inconsistent.«

Monotype Fonts

Holiday Inn is a good example of such a turnaround. The hotel chain was long considered second–rate and bloodless. Holiday Inn decided to invest $1 billion in a three–year project that completely revamped the brand.

The extensive restructuring was also reflected in the new logo; many underperforming locations were closed and the remaining hotels were renovated to meet the new brand style. Today, Holiday Inn is winning one JD Power Award after another as the best full–service hotel chain in the mid–range segment.³

Result

Brands are constantly evolving. Look to the future and remain flexible for adjustments and changes, as they will inevitably follow. Regardless of which version of an update you choose, modernizing your brand design will affect a number of touchpoints.

The biggest challenge will be to remain true to your goals and visions. »There will be many decisions along the way, as well as endless questions and constant questioning at all levels of the company. This is a natural part of the process, because everyone wants to participate and understand everything.« ⁴

(Sources)

Photo: Bata Brands SArn ¹Monotype Fonts: Veränderung ist die einzige Konstante, Wenn es Zeit wird für ein Rebranding, S. 2rn ²Derso., S. 3rn ³Derso., S. 12rn ⁴Derso., S. 12

(Tags)

Brand Design

Corporate Design

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