Keeping your customers at the forefront during a brand refresh

By Claire Bang

Consumers are being constantly bombarded with ads and messaging from all sorts of companies. Giving your brand a refresh can make your company stand out amongst the competition and allows you to truly hone in on what you want your customers to consider about your company. Full rebrands are a lengthy process whereas a brand refresh only requires some market research and competitor analysis.

According to Stephen Peate from Fabrik “a good brand refresh strategy requires less risk than a total overhaul, and it can still get you the results you need.”

Keep in mind that every brand is different and although some may still require an entire brand overhaul, most brands can benefit from some minor changes to help them provide better content. Here are some simple changes your company can make to rejuvenate your brand without losing loyal customers.

  • Test out new marketing channels

Many brands have experienced success in reaching new markets by using one of the latest social media hits, TikTok. Brands like the U.S. Open Tennis Championships have reached new target markets than they’ve previously had before like millennials and Generation Z. Using sounds that are trending on the app has landed their videos on many users “For You” pages numerous times.

Small businesses have seen positive results on the app as well. Both users who were laid off due to the coronavirus pandemic and existing small companies have used the platform to create business for themselves during these tough times. People like The Carpet Repair Guy have created entertaining content drawing in large followings who just watch him repair people’s carpets in the San Francisco Bay Area.

  • Stop requiring your customer service team to use copy-and-paste responses

When being responded to by a customer service team, template-based messages are preferred by consumers over copy-and-paste responses. After all, if your customer is talking to a human, it should feel like they’re talking to a human and not a robot. 

The human connection that a consumer makes with a representative of a company can really determine how they view the company, and how they talk about the company to others as well. 

When I used to chat with other customers online for the company I used to work for, they really emphasized the importance of being yourself. They encouraged the use of emojis and exclamation points, when they were appropriate, and I believe many customers seemed more comfortable during conversations because of that.

  • Give your online visuals a refresh

You can easily put your company at the forefront by making small changes to the visuals that customers see, bringing them up-to-date with new trends.

Start by deleting anything that is outdated and a customer would have no reason to look at anymore (psst… it’s taking up valuable space on your page). Content like old Instagram highlights and website content that is irrelevant to where your brand is now is included in this.

Your brand can also change specific design elements and colors in your visuals unless those elements accurately define your company to your consumers. Keep in mind that even well known companies have taken simpler, modern approaches with elements, like their logo, that define their company and have had immense success with it.

  • Refine your messaging 

It’s ultimately a company’s choice to decide where they want to stand on relevant issues occurring nationally and there is one company I immediately think of who has made that loud and clear. Ben and Jerry’s.

Ben and Jerry’s had publicly stated over four years ago their stance in regard to the Black Lives Matter movement. To this very moment, they have continued showing their support on so many topics both on their Instagram and with its own dedicated “values” tab on their website.

Make sure the audience you desire is the audience you are actually targeting with the content you put out through these marketing channels. The messaging, voice and tone all decide who the audience is that you reach and how you reach them.

There are so many resources out there that provide even more insightful information on ways to continue improving your brand and its image. Remember that these changes don’t need to happen all at once and can be slowly integrated into the existing work that your brand does. 

At the end of the day, every decision should begin and end with what the customer thinks and wants. Brands exist for the customer and any work done should be based on customer or research feedback otherwise companies are only changing for themselves.

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