Today we will be talking about brand restyling. What does it mean and when should it be implemented? We will explain it using our own experience with Eduswiss, a leading company in the training of professional rehabilitation practitioners. We will tell you how we analysed the brand’s identity and what elements we have chosen to focus on to reposition the entire brand image, aiming at precise goals
When should we consider brand restyling?
Brands, like any other human phenomenon, are constantly evolving and adapting to the environment around them. This environment comprises multiple elements: the market in general, the specific niche, consumer preferences, competition, customs, and cultural context, to name but a few. The brand’s external image should also reflect its internal evolution. The restyling may cover all or some of the brand’s forms of expression, from the logo to the colour palette, from the payoff to the website, the social media content, the choice of testimonials, the style of the copy, and any other element with which the public may come into contact.
Soft restyling and Hard restyling: how to consolidate your visual identity
In the case of our brand restyling operation for Eduswiss, we focused on visual restyling. Our goal was to create a memorable visual identity that communicates effectively with the target audience. To achieve this we looked at the different elements that made up the brand’s visual identity and identified those that needed to be radically altered (hard restyling) and those that could simply be modified to fit the new communication guidelines (soft restyling). The first group included the website, social media management, copy and content creation, and graphics, all of which had to be created from scratch. Others, such as the brand logo, the template used for invitations, flyers, and business cards, banners, and illustrations could be adapted from the existing ones. Mixing these two types of restyling will help make the transition smoother, incorporating existing identity features into the final result.
How to incorporate social media into a brand restyling strategy
When you are preparing to implement the social-media section of a brand restyling strategy, you have to move gradually. First of all, you have to choose which platforms you will be using and do so not according to the client’s personal preferences, but based on the targets. It is necessary to carry out an in-depth demographic analysis of the target audience, which must be met on its preferred social platforms. In this case, the preferred options turned out to be Facebook and Instagram. Once the relevant platforms have been established, it will be necessary to decide what the brand will be trying to achieve through them: is it about selling or generating engagement? In our case, the aim was to share purchase links to the e-commerce site. This is not an easy goal to achieve: to generate conversions, a social campaign must be very incisive and have a strong and recognisable identity. It is essential to identify a budget for the advertising campaigns: without these, no social media algorithm will allow the content to emerge in a relevant way and, above all, the targeting will be much harder and less effective.
How to redesign a website
When redesigning a website, it is not enough to simply update the theme by choosing the most fashionable aesthetic options available. Instead, we need careful planning in terms of content and customer experience: what will be the user’s first impression, and in what order will the information be communicated to them? The arrangement of the relevant pieces of information on a website is essential. In the case of this website, for instance, we have chosen to place the search field first, which allows users to immediately find information on the specific course they wish to take, to make things easier for those who visit the site with a precise objective. Immediately afterwards we positioned a section on brand values, to provide a meaningful context for the whole experience, and to qualify the brand straight away. The company’s vision follows right afterwards, allowing users to go deeper into the brand’s identity and assess its reliability.
This is a very quick overview of the brand restyling we carried out for Eduswiss, which includes many other steps, such as the choice of a set of fonts and a colour palette. If you are interested in learning more about this topic or are considering a brand restyling for your company, do not hesitate to contact us!