In today’s episode of The Small Business Show, we’re joined by Bill Harper, CEO and Chief Creative Officer of BrandBossHQ, to explore the art of brand refreshes. From the impact of a new logo to the dangers of rebranding without a clear strategy, Bill offers expert insights on how businesses can breathe new life into their identity without losing customer loyalty.
First, Harper discusses the importance and strategic considerations behind a brand refresh. He defines a brand refresh as a renewal of a company’s visual identity—typically involving updates to the logo, color palette, fonts, and overall design. However, he notes that a brand refresh can go beyond aesthetics, with significant shifts like Coca-Cola’s formula changes serving as a broader example.
Harper suggests that businesses consider a logo refresh when they undergo a major organizational change, such as shifting company direction or entering a new market. He uses Johnson & Johnson’s logo refresh as an example of a company that took a calculated risk, updating its logo to differentiate between its consumer-facing and corporate divisions. However, he cautions against drastic redesigns, citing Tropicana’s infamous 2009 logo change, which led to a $35 million loss due to consumer backlash.
On the other hand, Harper highlights brands like Apple and Starbucks, which have successfully refreshed their logos by simplifying their designs while retaining the essence of their identity. He warns that brands like Kit Kat, which recently underwent a logo refresh, risk alienating consumers if the changes aren’t clearly beneficial or recognizable.
Nevertheless, Harper concludes by stressing that small businesses should carefully consider when and why to refresh their brand. It’s essential to ensure the refresh communicates clear messages about the company’s evolution, whether it’s a change in operations, expansion into new markets, or a redefined identity. Ultimately, a refresh should enhance the brand’s value and strengthen its connection with consumers.
"People underestimate the fact that brand identity is the first thing that people engage with, right? When you drive up to a business, that’s the first thing that you see. When you come in contact with a brand, it’s always there.” – Bill Harper
