Redesigning (or rebranding) your brand image can be an extremely important step in your growth. But more importantly: when should you do it?
Whether you've been in business for 3 years or more than 20, the rule remains the same: bring consistency to all channels and to your packaging, finding a subtle balance to retain the charm and character of your beginnings while standing out from the crowd in 2021. No, it's not easy!
Aside from the tedious and time-consuming nature of a brand rebranding, But it can still be a fun process that breathes new life into your team. It can also re-fidelize your loyal customer base and put your company in the national spotlight. What's more, the redesign will solve some persistent and binding problems. Before you dive into any major considerations, let's take a look at a few reasons why you might want to consider a redesign.
It's not unusual for a design to age badly. If it's never been professionally designed, or worse still, if it's been done superficially, following a fad, it will quickly become dated. So if you're growing and your structure is expanding with a lot of changes, it can really hamper all your future projects and progress.
You're no longer the small business you once were. Perhaps you've brought in new druids who are well-known in your field, or you've altered your seasonal program and added fermenters to your facility. These are all changes that might lead you to consider refreshing your brand. But beware: some refreshments can do more harm than good. (loss of visibility on shelves, loss of authenticity, dissatisfaction among target consumers...). Before taking this kind of step, it's best to have an audit carried out by a professional such as Studio Blackthorns or an agency specializing in beverages.
We see this with many breweries and distilleries. Fresh start-ups are opening up in the same region, often positioning themselves as an alternative to traditional or family-run structures. This situation is all the more true today, when more and more people are switching to new potions (or even new alternatives such as hard-seltzer or non-alcoholic beverages).
Successful companies have a strong brand and a flamboyant potion. If you're expanding into new markets, it's only a matter of time before you come up against these branding beasts. It works both ways: structures that set up shop at high speed can increase their sales in your niche and create the same problems.
Your website needs to be responsive and easily updated in-house by your team, without having to worry about the code. Beyond these technical elements, it must present a message consistent with your positioning and brand voice, and convince consumers through its simplicity and ergonomics.
With the help of the questions above, what problems are you trying to solve? Is your original identity outdated? Have you created more diversified or elaborate beverage styles? Are you expanding into new markets and facing tougher, more established competition? If you think you need to rebrand, you're probably right, but it's important to understand exactly what problems you're facing, what opportunities you can take advantage of, and what you want to achieve.
If you've been in business for a while, chances are you have certain visual cues that it's essential to preserve through a makeover process. People remember you and seek you out (in part) through your looks.
Think of the brand's colors, or the elements of the logo that people recognize instantly. These elements can be highlighted by a brand audit or diagnostic. This task is important because it gives you a basis for moving forward with the makeover process. Which elements are absolutely essential and which can be dropped? If an update is necessary, what elements do you need to maintain to ensure that your current customers don't get lost trying to find your beer on the shelves or in the fridges?
A typical audit process takes stock of every communication element you've used over the years, from your logo and packaging to your website and marketing resources. With the help of this diagnostic, you'll be able to Studio Blackthorns identify constants and determine what should remain and what can be removed.
To prepare for this, gather as many marketing resources as possible (posters, packaging, website screenshots, photos of your festival set-up, POS material, merchandising, etc.). Even if these are the very things that are driving you to rebrand, it's important that your communications agency can see and understand what you've done in the past.
All this assumes that you want to retain certain elements of your current brand image. But what if you want to start from scratch? Perhaps you're letting go of a talented colleague who made your company's reputation? Maybe a company is taking you to court over a naming issue? Whatever the reason, if you're looking to start from scratch, don't hesitate to Contact us.