The Recognizable Rebrand: How to honor your community and your past when rebranding
Rebranding is a huge milestone for any business, so it's no surprise that there are so many questions and hesitations that might arise when planning for a rebrand:
How will my audience receive it?
Will we still be recognizable to our customer base?
Will we still reflect and stay true to our values?
Rebranding isn't something you do overnight—it takes careful thought and planning. Thinking about the big picture of where your business has been in the past and where you want to go in the future is a critical part of making the most out of your rebranding process.
In light of that, with every rebranding project I take on, I keep this one principle in mind:
Honor where the brand has been and where it's headed.
AKA- honor "your roots," but position your brand where it's growing, not where it's stuck.
This principle guides our design choices toward a cohesive and purposeful brand identity that ensures brand recognition and staying true to your values, while still elevating your business with a fresh look!
Basically- this is the KEY to creating a recognizable rebrand.
But what does this look like in real life? Is it really possible to stay true to your roots while evolving and modernizing your brand?
Let's look at a couple examples from my past clients...
HARRISON DENTAL STUDIO
Harrison Dental Lab wanted to modernize their brand to better reflect the quality and value of their products, services, and cutting-edge technology.
They wanted to successfully grow their client base, deepen their partnerships with clinicians, and expand their reach in their market, but they didn't want to lose all the brand recognition and trust they've built with their logo over the past 30 years.
BEFORE
AFTER
In their rebranding process, we spruced some of the design elements up while keeping the familiar logo lettering with the connected letters, which speaks to their emphasis on connection and building relationships with their clients. Just as they always have done.
We created a new modern color palette and a memorable symbol to make the brand look fresh and up-to-date, kind of like giving it a new coat of paint.
The new brand feels more inviting and is professional yet friendly, speaking to their trusted family-owned business (we left the corporate look behind!). But underneath, it's still the same place you know and trust.
In the end, the dental lab got a new look that reflects its history and values while also showing that it's ready for future growth.
BLOSSOM SPA RETREAT
After being in business for 3+ years, Blossom Spa Retreat wanted to streamline, refine and elevate its look.
Our goal was for the new brand to feel more sophisticated (to match their high-end skincare services and expertise), while still keeping that comfy, homey, friendly vibe that they're known for. So, we worked on giving the brand a fresh makeover while holding onto what made it special.
BEFORE
AFTER
We kept some of the familiar elements. We used similar shades of pink and the use of a script font for the logo, because the owner loved those aspects of her brand and they connected well with their mostly-female clientele.
But we muted the colors a bit and swapped out the font for a cleaner and more elegant script (with customizations!). These changes add warmth and give the brand a more "relaxed luxury" feel. The new font also helped with legibility, which was a recurring problem with the original font used!
In addition, we incorporated a new tagline into the logos and marks, which helps communicate Blossom’s values and the experience they give their clients.
The idea was to make the brand feel more established elegant, polished and cohesive, but still warm and welcoming.
This aligns with how Blossom wants its guests to feel when they visit the spa: rejuvenated, comfortable, and confident that they’re in the hands of expert estheticians who help clients get the results they’re looking for.
To your customer base, your brand is like a trusted friend
It's familiar and reliable, but sometimes it needs a refresh to stay current.
If you're starting to feel like your brand isn't reflecting who you are or where you're headed, it might be time to consider a rebrand—but don't worry, it doesn't mean we have to start from scratch!
Rebranding is about evolution, not revolution. With the right design partner and a thoughtful approach, you can update your brand while preserving its essence.
My approach to rebranding is all about honoring your brand's journey while guiding it toward its next chapter. Together, we'll identify what makes your brand unique and build upon those strengths to create a refreshed look that still feels like you!
So, if you're ready to take the first step towards a rebrand that keeps your brand recognizable yet revitalized, I'm here to help! I’d love to chat more about how we can reach your branding and marketing goals!
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