Whenever a customer is ready for a major re-order, take time to discuss a brand refresh. If signs, catalogs, business cards and other collateral aren't kept up to date, they'll end up in the bin. Make sure that marketing investment is paying off by keeping material fresh and relevant.

Not only is this a crucial marketing component for your customer, but it’s a tremendous way to generate additional print business for you. As your trusted wholesale printing partner, our goal is to help you increase your profit margins and maximize your existing business potential. One major way to do that is to focus on the upsell with services like a brand refresh.

Brand Refresh vs Rebrand?

So what’s the difference between a simple brand refresh and a total rebranding? And more importantly, how do you know which option is best for your customer?

A brand refresh utilizes the existing brand identity and simply brings it up to date. Through some strategic changes to a business logo, font, color palette, and slogan or tagline, a company’s entire image can be better aligned with current market trends. A needed refresh makes a company look more relevant, more modern, and ultimately, more trustworthy.

Rebranding, on the other hand, is a series of substantial changes that overhauls the face of the entire company. This is a more in-depth process, and may include a new logo, new brand values and positioning, new brand guidelines, and even a new company name. A total rebrand is a far larger commitment, and rarely required if you can keep your customers current with a regular brand refresh and refocus.

When to Offer a Brand Refresh

Change is good. It keeps a company from stagnating. An annual brand assessment is a smart move and can help your customers to spot points of stagnation.

One great opportunity to do a brand refresh is when your customers are preparing for a new print order. If they’re running low on business cards or other printed collateral, take the time to assess your customer’s marketing strategy and materials so you can make a sound proposal. Often, all it takes is some minor tweaks to breathe fresh life into an aging brand.

And as always, we’re here to help along the way. Talk to us about how to capitalize on a brand refresh, and what products might best benefit your customers.