Is it Time for a Brand Refresh?

It's no news that companies cut back on marketing during the recession, nor is it surprising that they are funding new initiatives now. After a period of neglect, some brands may need to be reexamined and refreshed from the ground up. Neil Johnston, Lippincott's senior partner for business development, explains:

Q. What are the first clues that a corporate brand needs attention?
A.  Sometimes it's obvious. Maybe there's been a merger, acquisition, deregulation, spin-off or reorganization. We handled the brand revitalization for Delta as it emerged from bankruptcy, and management recognized that as an ideal time to pull together under a stronger identity. But often, it's less clear. Sometimes the tip-off is that the company sees evidence of real misperceptions among key audiences. We believe that the most powerful brands are built upon authentic stories and inspiring experiences. So if your story is no longer resonating with your target audience, or the experience one has with your brand fails to deliver on the brand promise, you have trouble.

Q. What, exactly, is a brand refresh? A new logo?
A.  It's not as simple as a new logo, but when a brand is refreshed properly, an updated logo can become a compelling rallying point. For example, when Meredith Corp wanted to signal to investors that its operations extend beyond print publishing, their dynamic new logo helped to signal the change. But everything new, whether it's graphics or colors or photography, should all come back to underscore the brand's refined message. Telling the updated story involves a complete process—communicating it to key audiences, involving employees at every level, and making it consistent at every touch point.

Q. How is that different than repositioning?
A.  It's less of an overhaul, and more of a clarification. Our work for Infiniti is an example. We had developed the original Infiniti name and logo in the late 1980s when Nissan launched the brand. More recently, management has begun to evolve the brand to a positioning of "Modern Luxury." Our refresh work has helped the brand tell its story more clearly, aligning all the existing elements. And we made sure the experience of the brand matched that slightly broader luxury positioning, evident not just in the more luxurious and dimensional logo and symbol, but throughout the dealership network and online, as well.

Q.  What diagnostic questions should brand stewards ask themselves?
A.  - Do you have a simple, emotional brand story that can cut through the clutter?
      - Is it still relevant today?
      - Is it the same story customers tell?
      - Can your employees tell it?
      - Does your experience stand out?
      - Do you know what aspects of the experience drive your brand? 
      - Does your experience have a unique branded personality?
      - Are you managing the full customer experience across organizational boundaries?

The most important question, when considering any change, is why—it doesn't usually make sense to change just for change's sake. Any investment in a corporate brand refresh needs to be linked to something that will help advance the business.