Brand Identity Focus and Re-branding Marketing

Does your Brand Identity lack spark or just seem tired? We can help refocus and update your branding with an effective new identity. Often a freshening up of your brand will get your customers excited again about your company and give sales a new boost.

Planning an Identity Refresh?

Refreshing your Identity involves much more than just updating your logo. In should involve a careful examination of your entire process and customer interactions. Refreshing your identity is an opportunity to let your customers know that you are make changes not only with your look, but also with how the overall experience.

Identity Focus

Refreshing your Identity involves much more than just updating your logo. In should involve a careful examination of your entire process and customer interactions. Refreshing your identity is an opportunity to let your customers know that you are make changes not only with your look, but also with how the overall experience.

How you want your customer to view you and how their actual experiences change over time. All companies should on a regular basis carefully examine their customer’s experience and how they are actually viewed, and make the necessary adjustments to re-focus their operations and processes so they match up with the desired results.

While this may sound easy and logical, identifying what needs to change and get updated is much harder for someone on the inside to do. That is why it is highly recommended to hire an outside firm to help with a proper Identity refocus or revamp.

Any Identity revamp should focus on answering the value proposition that you provide your customers, the processes that enable you to create that value, and the products and services that enable you to deliver this value proposition.

 The Identity Revamp

With time, customer’s preferences transform and change. The big question is, can your company recognize this shift early enough and make the necessary refocus of their Identity in time to remain competitive? We have broken the refocus and revamp process down into approximately the following 7 stages:

  1. Research: study the performance history of the existing brand.
  2. Identify: review the success and failure points identified from your research.
  3. Strategize: build a strategy that builds on the successes and learns from the failures.
  4. Develop: refocus and revamp your corporate processes, procedures, and image.
  5. Implement: roll out and execute the updated corporate Identity.
  6. Promote: take the opportunity to promote and advertise the updated direction.
  7. Evaluate: record and measure the company updated performance changes.

The Identity Focus Plan


Carefully analyzing the performance of your company over its history and comparing that against product launches, marketing campaigns, financial statements, and economic climate is the first step towards understanding your customer perception of your company’s brand and identity.  Customer surveys and a review of the feedback received are another important factor to add to the equation.


Following up on your research it is time to properly identify the factors that resulted in previous successes and failures. It is also advisable to review your competitors’ performance and track it against your company’s. A company’s identity is not defined by its logo or branding, but rather by its culture and customer interaction. Renaming and rebranding will make no difference if there is no refinement in operations.


Once having identified your company’s strengths and weaknesses, it is time to develop a plan and strategy on how to refine and update the culture and operations. The plan needs to take into account the desired results and how to achieve these results. At this point it is advisable to include the input and feedback from employees whose daily operations will be affected.


The new strategic plan will require to be developed and built out so that it can be implemented successfully. Business practices and procedures need to revised, updated, and tweaked to align with the new company identity focus. Plans need to be put in place for employee training. If a logo update was included, then company signage, printed materials, and the website all need updating.


Rolling out and implementing a new identity can quickly evolve into a complex operation with many moving components. Not only do you have to have all the materials, training, and procedures in place, but you also need to explain to your customers what has changed and why. Customers are easily frustrated and changing things around without and explanation could easily drive them away.


Any successful refocus of a company’s brand identity must coincide with a promotion campaign. This campaign should promote the refocus while informing the customer what has changed and why it should matter to them. The Identity refocus is a perfect opportunity to win back former customers and entice new customers to consider your products and services.


The final phase of your Brand Identity Focus campaign is to evaluate the results of the campaign and how they compared to the original strategy and plan. Did the campaign address and solve the identified issues? If not, then additional steps may need to be implemented. Developing and maintaining a successful brand identity requires continuous effort and adjustment as markets and customer mature.

The Evolution

As companies grow and mature, they change and evolve. The culture changes and you often find that the original image that was portrayed even just a couple of years ago no longer fits properly. Or maybe your customer’s preferences and tastes have changed and your message and offering is no longer connecting like it used to. An update to your brand’s identity needs an updated so that it is current again and is properly focused for your customers. Successful companies constantly evolve and update their brand identity to help maintain their edge.

Back in Focus

We have helped many companies update and refocus their branding as they have evolved and grown. Give us a call today or fill out the quote request form below. We offer assistance with helping you develop a strategy and build and implement the plan for a success Brand Identity refocus and update.


If you would like a quote on updating your Brand Identity Focus, please fill out the form below to request a custom quote.

Please be as detailed as possible. This will help us to determine what services would work best for your application. Once we start with the quote, we will need to setup a call to review all the details. Depending on the requirements, a consultation fee maybe required.

Brand Identity Focus and Rebranding Frequently Asked Questions

How much should I spend on a Product Launch?

Well that does all depend on the product, there is a big difference between a television and a car. But here are some quick price range estimates;

  1. Research Market: $5,000 to $50,000
  2. Identify Product: $7,500 to $30,000
  3. Build Hype: $3,000 t0 $15,000
  4. Engage Influencers: $1,000 to $10,000
  5. Launch Event: $5,000 to $100,000
  6. Distribution Channels: $2,000 to $5,000
  7. Ongoing Promotions: $1,000 to $15,000 per month
  8. Product Support: $500 to $5,000 per month
  9. Rapid Response: $1,000 to $5,000

Again these figures are a very rough estimate and vary significantly in real life depending on the product and marketing scope.

Why include Support in a Product Launch?

How a product is supported after the sale can mean the difference between success and failure. Say you build up the hype, the product looks awesome, and you generate lots of sales after the launch, but the buyers have a hard time using the product and support is unprepared, negative reviews will start flooding in and sales will start dropping dramatically make the investment in your product launch worthless. This is why we like to include the support and other post launch details so that our customers have a successful result.

Why? I already know my product and market!

Products are designed by technical people, engineers, designers and the like. They know and understand their products better than anyone else, and have designed them for any number or reasons; to fill a gap, compete with another product, do something better than the competition, it sounds cool, and so on. But the question is, will the consumer of your products understand and appreciate the value that you are offering them? This is where the product launch marketing goes to work, to make sure that your new product appeals and provides value that the consumer will understand.