How to identify when it's time for a brand refresh.
Your built environment business has undoubtedly gone from strength to strength since you launched but you may start to find there is a disconnect between the brand identity that was originally created at the outset and the company you have now become.
It can be confusing when deciding between what is best for your business direction when considering either a rebrand or a brand refresh.
So firstly what is the difference?
Rebrand vs. Refresh
A rebrand is when it is necessary for a complete change in identity and strategy for your business. This may be due to your business changing direction or services and where your current brand doesn't make sense or reflect how the business is run today.
A brand refresh is about keeping your existing brand, yet making small noticeable changes to reflect a shift in business direction.
Below we discuss three things that can help you identify whether your built environment business is in need of a brand refresh.
1. Your business has evolved
Over time your built environment business may have expanded into new services or onboarded new technologies, which might mean a shift in your branding is now called for. Branding is a reflection of who you are, and if who you are changes, your existing branding will likely create confusion around your positioning and what you’re trying to achieve.
Refreshing elements of your brand, from how you communicate to what you look like, can help you to communicate the new direction of your business and ensure consistency between who you are and how you’re perceived.
See our guide on why your website may be in need of a brand refresh.
2. Competitors seem to be overtaking
How do you compare to your competitors?
Is your built environment business appearing to blend in rather than stand out? Has the market become a lot more crowded than when you started your business? Are your brand elements similar or do they speak in a similar tone of voice and talk about the same service offerings? It is important to consider this when identifying if your business is in need of a brand refresh.
One of the most important elements in creating a successful brand is to demonstrate the reasons why your business is different from your competitors. This could be by demonstrating you have more experience, or a more sustainable process or even via the technology you use. Whatever it is that sets you apart in the built environment industry be sure to make everything that is created for your brand reflects this in a clear and cohesive way.
3. Your logo doesn't match your brand
The visual expression of your logo needs to be consistent with the value proposition of the business and all your messaging across all communication channels. This doesn't mean you need to change your logo each time, it more likely means that with a simple teak it can evolve- just as your business has and will appear fresh and more current.
Brand refresh with Concept Culture - A case study.
We recently worked with prestigious London based Architecture practice Orbit Architects to support their brand refresh overhaul. We worked on creating a new logo and website sympathetic to the existing brand but with a modern fresh look. They came to Concept Culture with a website built 5 years ago when the company launched and felt it did not represent the business as it stands today. We looked to build a new website incorporating the same values and principles still instilled at Orbit Architects but communicated more for the modern day. We felt the homepage needed to highlight the impact the business has had to date in its different specialty fields and how the team are an integral part of the business.
We created a website with usability at the heart of it providing transparency and clarity whilst still in keeping with the original Orbit Architects brand principles and values.
Orbit Architects original website: Homepage
The new website and logo designed by Concept Culture.
Conclusion
Whether you’re changing your business vision, changing your name, or you just want to attract new customers, it might be time for a brand refresh. A brand refresh is a powerful process to fine tune your brand and understand it better. It can help you showcase a more consistent brand image and message.
Are you thinking about a brand refresh for your business?
Does your website reflect who you are today as a business? Have you changed or added services to your business offering?
Are you unsure whether your built environment business needs a brand refresh or a complete rebrand?
Book a discovery call to see how we can help your business with branding, marketing support and more.