Why updating your brand is good!…

A brand is more than just a logo or a company name. It represents how the outside world perceives a business its reputation, its values, and the experience people associate with it. While visual elements like colours and graphics play a role, the brand itself reflects the wider identity of a company: what it does, how it does it, and how it’s remembered. As businesses grow, evolve, or face new challenges, their original brand may no longer reflect who they are or what they offer. That doesn’t mean everything needs to be replaced. In many cases, a small but deliberate update is enough to bring a brand back into alignment with its current purpose and audience.

Aligning Brand and Business Direction

Over time, businesses often adjust their services, introduce new products, or reach different audiences. When that happens, the brand can fall out of sync with the actual experience customers have. Updating the brand whether through design, messaging, or tone helps close the gap between perception and reality. It’s not about changing for the sake of it, but making sure the brand accurately reflects where the business stands today.

Strengthening Recognition and Relevance

Even well-established brands can begin to feel dated as styles and cultural references shift. A thoughtful update can refresh a company’s presence without losing its identity. For example, updating typography or modernising a colour palette can improve recognition across new platforms, such as digital media, where clear, adaptable design matters more than ever.

By remaining visually and culturally relevant, brands can stay familiar to long-time supporters while becoming more accessible to new audiences.

Maintaining the Equity of the Original Brand

One of the concerns many businesses have about updating their brand is the risk of losing existing recognition. That’s why brand refreshes rather than complete rebrands are often more effective. A brand refresh retains what people already know and trust, while introducing adjustments that make the brand feel more current.

In practice, this might mean refining the logo rather than replacing it, or updating the tone of voice used in communications to better suit today’s audience expectations.

Supporting Internal and External Engagement

A refreshed brand can also have a positive impact internally. When employees see the brand being reviewed and modernised, it can foster a sense of renewal and purpose. Externally, a brand update can signal to clients, partners, and the wider public that the business is active, paying attention, and adapting as needed.

Staying Consistent Across Channels

As businesses move into new formats from physical materials to websites and social media an updated brand helps maintain consistency. Clear and up-to-date brand guidelines make it easier for teams to create aligned content and for customers to recognise the brand wherever they encounter it.

Updating a brand doesn’t mean letting go of what made it successful. It’s about making sure it continues to reflect the business accurately and remains relevant in a changing environment. With a few focused changes, a brand can keep its identity while building confidence, inside and out.

Reasons for change…

Inconsistent Message
Overtime the message put out by a business can become diluted or worse still, lost. The aim of a positive brand is to promote the company’s values and how it wishes to be perceived. Refreshing a brand can help align these messages to the brand experience and business profile.

Business Development
As a brand grows, new markets, segments and audiences need to be targeted. The brand must be refreshed and adapted to suit this change in voice and/or proposition; the development of the business comes largely from the development of the brand identity and what it portrays to its audience.

Stand out from the competition
With the World Wide Web comes the potential that anywhere in the world is a potential competitor. It is therefore essential to make an impact and stand aside from the rest. No longer are having great products and services enough, having an identifiable brand that provides a clear message as to your point of difference is essential! The brand must articulate what it stands for, what it can do, and why it is better.

Command attention
It is paramount that you command the attention of your customer base. If you’re not doing so then it is likely that they are slipping away! Customers aren’t just satisfied with products and services as they once were. They wish to be engaged, challenged and feel part of a brand that is breaking ground. Your brand should be a declaration that makes your partners and potential customers stand up and take notice.

Business change
All businesses change and evolve as they progress and develop, divesting into new areas or into markets that are different to those at inception. New ownership is also a reason for significant changes and therefore the catalyst for a brand refresh. Breathing life into the brand that compliments these changes in direction will assist the transition and undoubtedly help and make it clearer and relatable to the target audience.

Our new brand identity
Refreshing a brand doesn’t mean ripping up what is already there and well established. This is exactly what we have done at The Ann Savva Group. We’re extremely proud of the brand created over the last three decades, we felt however that a subtle change to our logo and our colour palette would be beneficial making them more contemporary and relatable to the business and our propositions. We feel the new look clearly articulates who we are and our values, what we offer, how we engage colleagues and customers alike and ultimately why we continue to be the best in class!