Considering a brand update? Keep reading to learn if you need a glow-up or a complete demolition!

Are you asking yourself the age-old marketing question of 'do I need a brand update'? We get asked this question ALL THE TIME by clients. We asked our resident graphic designer, Kerry, to share her thoughts on the rebrand process.

Before we get stuck into the detail on what a complete re-brand or a little 'glow-up' actually entails, remember one thing. A rebrand won't be a golden bullet to make your business more profitable or more appealing to your target market if you haven't done your homework.

Your brand look and feel is the output and visual representation of your vision, values and the challenges you solve for your customer. You will need to really understand your 'why' before you can build a brand identity that connects with who you serve.

In the ever-evolving world of business, maintaining a relevant and appealing brand identity is essential. It's common for your business to pivot based on the market, the economy or changing customer tastes. When this happens, it's a good opportunity to explore if you need a brand update to stay relevant.

The 'big' brand update question is..

Do you need a simple glow-up or a complete rebrand?

Understanding a brand glow-up

A glow-up is like a mini makeover for your brand - it's about enhancing what already works while giving it a fresh and modern twist. If your current brand still connects well with your clients and the public, and your logo is recognisable and positively perceived, a glow-up might be all you need.

How to achieve a brand glow-up:

Tweak your colour palette:

Updating your colour scheme can instantly modernise your brand's look without losing its full identity.

Revamp your logo:

Consider switching to a more elegant or contemporary font or updating some elements of your existing logo to make it more modern.

Update your brand assets:

This could be a new iconography suite, photography guidelines or tone of voice.

These small but effective changes can breathe new life into your brand, making it feel fresh and appealing while maintaining its familiarity to your audience.

Understanding the complete rebrand - it’s DEMO time!

A complete rebrand involves a more drastic overhaul of your brand identity - it is much more than a brand update.

This should be approached cautiously because it could potentially upset or disconnect you from your existing client base if not done thoughtfully.

When to consider a complete rebrand:

A change in business focus:

When your business has expanded or you are heading into new markets, or you now offer different products/services that your current brand doesn't effectively represent.

Negative perceptions:

When your current brand image is associated with outdated values or negative perceptions that hinder your growth.

Change in ownership:

In the case of 'change of ownership', a rebrand can help launch the new brand/business as a fresh, new identity to the public.

Here's your rebranding process checklist:

1. Define your objectives

Before diving into a rebrand, it is essential to clearly outline what you want to achieve. Are you aiming to increase market share, attract a new client segment, or redefine your brand’s identity in the market? Understanding your objectives will guide the entire rebranding process.

2. Audit your current brand

Conduct a thorough brand audit of your current identity, including your logo, tagline, messaging, and visual elements. Evaluate how well these elements align with your business’s current mission and values.

3. Connect with your business’s vision and values

Your brand should be a reflection of your business’s vision for the future and its core values. Take the time to write down what your business stands for and how you want your clients to see you. Ensure that every aspect of your new brand identity, from the design to the messaging, embodies these values.

4. Research your target audience

Understand who your target audience is and what makes them tick. Your rebrand should aim to create a brand identity that connects with your audience on an emotional level and meets their expectations. Never over promise and under deliver.

5. Develop a comprehensive brand strategy

Create a detailed brand strategy that outlines how you will implement the rebranding process. This should include timelines, budget considerations, and key performance indicators (KPI’s) to measure the success of your rebrand.

6. Design and implement your new brand identity

Work with designers and marketing professionals (we can help!) to create a new brand identity that reflects your updated vision and values. This includes designing a new logo ( and brand guidelines, tone of voice and brand assets), updating your website and all other marketing channels, and marketing materials.

7. Get set - launch! (and communicate)

Once your new brand identity is ready, launch it strategically. Communicate the reasons behind the rebrand to your existing clients and target audience. Show them how the new brand reflects your commitment to delivering value and meeting their needs.

8. Do a wash up! Monitor and adapt

After the launch, closely monitor the reaction of people to your new brand identity. Gather feedback from clients and stakeholders, and be prepared to make adjustments if necessary.

A brand is not static - it should evolve with your business and market trends.

The importance of alignment with your business objectives

By aligning your brand story with your business’s objectives, values, and vision, you create a cohesive and compelling identity that speaks to your audience. A strong brand identity builds trust, differentiates you from competitors, and lays the foundation for long-term success in your marketplace.

To summarise

Staying relevant and engaging with your audience is crucial - but remember - rebranding is not just about changing your logo, font or colour scheme - it is about realigning your brand with your business’s core objectives, values, and vision for a brighter future.

A well executed brand refresh can re-invigorate your presence in the market, attract new clients, and strengthen loyalty among existing ones.

Whether you opt for a simple glow-up or a complete rebrand, the goal remains the same:

TO ENSURE YOUR BRAND REFLECTS WHO YOU ARE AND WHERE YOU ARE HEADED AS A BUSINESS

Still unsure about which approach is right for you? Get in touch with us today, and let's discuss how we can elevate your brand strategy together.