Maintaining a consistent brand identity is a cornerstone of marketing. While it is important that consistency remains within your marketing, there are times when change is needed.

Brand revamping is the process of making large changes to a company’s existing brand message/identity. Whether this change is needed to protect the brand’s reputation or revitalise customer interest in a brand or product, marketers and business owners can find renewed success by revamping their brand.

Here are 3 reasons why a brand revamp is suitable for your business.

1) It Can Reposition Your Brand as a Key Player in the Market

If your brand is in need of a revamp, it could mean that customers no longer identify with or are interested in your brand or message and have moved on to your competitors. A golden rule in marketing is never letting your brand message become stale.

Take the time to research your industry and see what your customers’ latest trends and interests are. Then, using that knowledge, you can begin to rework your brand message to better align with the current environment.

For instance, Lego pulled itself from the brink of bankruptcy in the 1990s by researching and targeting the demographics that had strong, positive memories of the brand and its subsequent offspring.

Understanding and revamping your brand to suit your audience’s needs will pay off in the long run. A successful brand revamp can take your company from bankruptcy and obscurity to new heights of success.

In the case of Lego, their new revamp and targeting strategy allowed them to grow their sales and social media presence exponentially.

2) It Allows You To Fix Any Previous Mistakes

Crafting an engaging brand message is not easy. Even the most successful companies can miss the mark with their customers.

For example, Wendy’s 1980s tagline ” You’re Wendy’s Kind of People” was seen as boring and forgettable. With fierce competition from McDonald’s and Burger King, Wendy’s needed to revamp their tagline to stay relevant.

The result, “Where’s the Beef?” increased Wendy’s sales and created one of the most famous branding taglines in history.

Wendy’s demonstrates that branding is not a one-and-done exercise. Even if you do not get it right the first time, there are ways to improve.

Brand revamping allows marketers and business owners to turn the humdrum into the extraordinary.

3) It Increases Interest in Your Brand

Ideally, spending the time and money to change your branding should be done with the goal of getting your customers interested in and excited about your business.

Even if you do not want to commit to a whole brand revamp (e.g., changing a company logo, tagline, colours, etc.), you at least need to find a new and innovative way of telling the same story. Done right, customers will respond positively to the new branding, which can increase sales and exposure for your product and service.

However, keep in mind that the process of revamping your brand is not done at the expense of the company’s core identity.

Tim Hortons, for instance, has recently encountered this problem. By attempting to create a global brand, it risks losing its national identity as a premium Canadian brand.

When deciding to revamp your brand, you must balance reinvigoration with keeping the company’s core values and message intact.

Change is in the Air!

The decision to revamp your brand should not be taken lightly. Done right, a revamped brand can position your brand as a key player in your target market, allow you to fix any mistakes in your previous brand message, and reinvigorate interest in your brand.

Marketers should ensure that no change, big or small, jeopardises the integrity or overall brand identity of the business, product, or service.

With the constant stream of new information and competition, having a relevant and up-to-date brand is an important tool when growing your business.