A brand renovation is a massive, strategic undertaking that often involves a pivot in the brand positioning, target audience, verbal identity, visual identity, and, oftentimes, a total reformulation of the product. Over the last couple years and across several categories, we’ve had the opportunity to help our clients successfully renovate their brands (from brand positioning to a new visual identity). In this blog post, I’ll briefly touch on identifying the right VIS and product reformulation that supports the new brand positioning and target audience.
A Visual Identity System (VIS) is more than just a logo or a color palette, it’s a promise. It’s the silent ambassador that communicates your brand’s values, quality, and relevance at a single glance. When it comes time for a VIS renovation, the stakes are incredibly high. A successful renovation can breathe new life into a legacy brand, but a misstep can alienate loyalists and confuse new shoppers. For our clients, we often recommend a multi-phase approach.
The first step in any VIS renovation is understanding which design territories resonate most deeply with your target audience. We don't just ask consumers what they "like"; we dive into the why. Through qualitative exploration, we help identify the visual cues (e.g., colors, typography, and iconography) that trigger an emotional response. By "de-risking" bold creative directions early, we provide the team with a roadmap rooted in consumer truth rather than guesswork.
Once a leading design territory or two emerges, it must be put to the test. Our quantitative phase is designed to understand which territory breaks through at shelf, leading to higher Brand Recall and Purchase Interest as defined by key metrics such as % buying, % of units purchased, average # of units, % dollars spent, and average dollar spent. We also understand "Findability" and "Standout" on the shelf, as well as quantify any shifts in brand perception driven by the new VIS.
Often, a VIS renovation coincides with a product reformulation. This is where the brand promise meets the brand reality. If your new VIS signals a "fresher" or "more natural" experience, the product must validate that claim the moment the consumer tries it at home. We conduct rigorous consumer product tests to understand if a reformulation is delivering on the new brand promise. By testing the product in the context of the new VIS, we identify the "Synergy Gap," ensuring you never write a visual check that your product formula can't cash.
We believe the key to a successful renovation lies in bridging the gap between design strategy and product reality. Too often, brands treat design and product performance as separate workstreams. One agency handles the creative "look," while another handles the "formula." The danger? You might create a visual identity that promises a premium experience that the product inside the package doesn't deliver or vice versa. Choosing MarketVision to manage all phases of your VIS renovation, from initial qual to a final product test, provides a common thread of continuity. When insights are siloed across different partners, the comparability of the data may be jeopardized. With a single partner, you get:
Cohesive Storytelling: Every phase of research informs the next, building a comprehensive narrative.
Agnostic Perspectives: We aren't here to sell a specific design; we are here to provide the insights that ensures your brand wins.
Reduced Risk: We identify potential disconnects between design and product before they reach the retail shelf.
Has your brand matured? Has your company acquired a brand and it needs to reflect its new corporate reality? Or maybe, you’re looking to capture a new target while not abandoning your loyal customers. All relevant reasons to consider a VIS renovation. If that sounds like something you’re working on, reach out and MarketVision will ensure your next VIS renovation is backed by 360-degree consumer insights.
