Refocusing Your Brand Without Rebranding
There’s a difference between rebranding and simply refocusing your brand.
A rebrand is when you reengineer your messaging, your visual brand, and your aesthetics from the ground up. Repurposing your brand is often performed as a necessity to meet changing needs and/or customer demands. You’re not completely overhauling everything. You’re just pivoting to serve a new or unexplored purpose.
Let’s say you’re a nonprofit organization that works to benefit a very specific group of people. Over time, you might see opportunities to serve larger audiences and open up your mission to include those individuals. This small adjustment would refocus your brand — altering your messaging and giving you a new mission.
Sometimes refocusing is reactionary. Let’s say you’re a restaurant chain and your most beloved customers are demanding healthier menus options. Instead of completely doing away with your menu and creating a new one that’s healthy-heavy, just expand the menu to offer a branded healthy component. Obviously, you would promote this new venture and incorporate this commitment to healthier options into your messaging, which is a small pivot instead of an entire rebrand. You’re pivoting to meet the needs of your audience.
At the dawn of the digital age, refocusing brands became an overnight necessity to keep up with changing technologies. Storefronts had to develop websites and digital strategies in order to meet their customers where they spend most of their time — the Internet. Obviously, not every business was stripping down and starting from scratch just to keep up with the future. They were just refocusing their strategies on a new and innovative way to reach new and existing customers.
But then, social media came along and offered direct outlets for businesses to engage with their audiences. Brands could either integrate these outlets into operations, or stay out of the conversation. Some brands saw this as an immeasurably valuable opportunity and completely refocused their business to be social-centric. Look around you. See how many businesses spend a majority of their efforts on social platforms, talking to their fans, sharing content, and mining for new advocates.
Here at RUSSO, we experienced a refocused first-hand. It’s no secret that traditional full-service advertising firms are a thing of the past. Nearly a decade ago, we had to adapt to meet the needs of changing media and online dominance. It wasn’t enough that you specialize in print, TV, radio. We had to expand our service offerings, and therefore, our knowledge about emerging trends and practices.
Now look at your own business. Do you see an opportunity to refocus your brand?