In this blog, we will be taking a look at how data insights can really help you supercharge your brand and brand refresh. Let’s dive into how you go about this and the benefit utilizing data will help your brand towards your goals and objectives.
What is a Brand Refresh?
A brand refresh is typically perceived by most people as a logo redesign, tweaking, or modernization. The preferred method of doing this is to look at your brand holistically, not just look at it as a creative exercise, but also doing a competitive review, taking a look at your positioning and messaging and making sure those are refreshed and updated as well.
The Role of Data in Modern Branding
Data can and should be utilized to garner information regarding your brand, the space you want to be in or where you stand in that space, how you stack up as well as do you stand out and appeal to your target audience.
You should look at your data in developing your brand
Based on who your target audience is, you should use this data to help guide your design of your brand that will appeal to them.
Clearly identified target audience
The data you have curated will help significantly to identify your target audience, strategic prospects, and markets to go after in earnest.
Utilizing data to help and shape your positioning and messaging
Insights gained from research and the data received from that, this will help greatly to hone, revise and shape your positioning and thus help you craft the appropriate messaging towards your targets.
Brand refresh strategy
Also, if it’s been awhile since you’ve developed your brand, updated data insights can really help you develop and determine the best way to update, pivot or do a major brand refresh based on strategic insights garnered from your research.
Data-Driven Insights That Matter Most During a Brand Refresh
Let’s look at the role of utilizing data to help do research and guide your rebranding efforts. Here are some data points to look at and how they may be helpful.
Data-driven brand refresh
As we discussed before, research and data derived from such can be hugely beneficial in helping to develop your goals and objectives for a brand refresh. You will also want to set your desired outcomes of what you expect your new and refreshed brand will and should produce.
Customer feedback
Another invaluable tool for your brand refresh is hearing what your customers are saying about your brand. These insights will help you level set what is working, what is not and what parts of your brand need to be improved or refined. From this data, you are able to do a customer perception analysis and determine what branding and marketing insights you’ll want to utilize in your brand refresh and refinement.
Google rankings, search key words and phrases
A key component of brand performance evaluation will be taking an in-depth look at your Google search rankings, ad words campaign performance (if you use Google for your SEM). You will also want to see how you stack up in the competitive landscape and what you should adjust, modify in order to optimize a return on your efforts and/or spend.
Website analytics
One of the most common items people look at to see how their brand is performing, by reviewing their website’s results. You will want to look at the number of visitors, how long they are on the website, the pages visited and based on that information, it should help you to determine how you may want to refresh your website.
Social media results
This is an area you would check on your social media pages and the results for each platform, like Facebook, Instagram, X (Twitter), YouTube, etc. You will want to take a look at the number of followers, mentions, engagement, sphere of influence, to see how much pull and traction your brand has.
Competitor matrix
Another key component of your data-driven approach to supercharging your brand refresh starts with doing a brand positioning analysis. This is where you will want to map out where your brand stacks up in the competitive landscape and help you to determine where you are currently at and where you need to evolve or pivot to in order to get to where you want to be.
From Insights to Action
Based on the data and insights you received from your research and customer feedback, this is where you take those insights and develop an action plan. You would rank these in an order of importance and establish a timeline for when, how, and who owns these and get your brand refresh done.
Using Data to Guide Creative Direction Helps You
I love getting data to help and refine your brand and the creative process. This data should help you derive your creative direction and carry forward into your brand development.
Brand identity optimization
This is an opportunity to use data to refine your brand refresh in order to help and optimize your brand, which will help you achieve your goals and objectives.
Tools & Technologies That Support a Data-Driven Refresh
Based on your brand audit insights, let’s take a look at some of the tools that are available to help you garner the data you need to strategically refresh your brand and supercharge it.
Has a whole array of data to check your website and SEM (search engine marketing) results for both paid and organic.
Meta
Has some incredible data to really help you target both individuals, groups, industries, and brands to help in your data-driven brand refresh.
X/Twitter
Is a great quick and easy way to garner real-time feedback that can help you poll, test, track or do a quick survey regarding your brand and what people think about your brand, product, or service.
ChatGBT, Other AI tools
We all have heard of AI, but these tools can help you significantly when it comes to doing research and delivering data that will be invaluable to your brand and company. Utilize this data to help you map your brand, creative, content, and marketing strategy for supercharging your brand and results.
Real-World Examples of Data-Driven Brand Refresh Success
Let’s look at a couple of success brands that have successfully used data to help their brand.
Coca-Cola
Once “New Coke” was launched, the marketplace and data clearly showed that the new product wasn’t worth the hype and what people wanted.
Croc’s
Launched in 2002, the funky clogs were a hit at first and that lasted a little while, but then the brand hit rock bottom. Then data-driven research and brand co-labs proved to light a fire and bring once hot, then not, and back into the hot zone.
Avoiding Common Pitfalls in a Brand Refresh
Let’s take a look at a few pitfalls to avoid in your brand refresh.
Not using data to shape your brand refresh
Don’t make this mistake, do your research and use the data to shape your winning brand.
Basing your brand decision on creative cool looks
I’ve seen this many times; use data to help you hone in on your winning brand strategy.
Trying to do it yourself
You would be well advised to reach out to and utilize a leading branding agency like Brand Iron to help develop a winning brand to supercharge your brand and results.
Conclusion
Data can significantly help you develop a winning brand strategy and turbocharge your brand’s results. The time is now to stop being bland and boring, and you may want to seriously consider utilizing brand agency services like Brand Iron to develop your brand refresh. They also package your winning brand into a pitch deck, and they are the top pitch deck experts in the marketplace.
