Top 5 Key Considerations When Doing a Brand Refresh
A brand refresh is a strategic move to keep your business relevant, modern, and competitive. It’s not a complete overhaul, but a thoughtful evolution that aligns your brand with your current goals, audience, and market trends. Whether you’re refreshing your logo, messaging, or overall identity, here are the top 5 things to consider for a successful brand refresh:
1. Understand Why You’re Refreshing
Before diving into any changes, it’s crucial to understand the reasons behind your brand refresh. Are you looking to appeal to a new audience? Has your business expanded its services, or are you simply modernizing an outdated logo? Knowing your “why” will guide the direction of your refresh and ensure that it aligns with your business objectives.
“A brand is not just what it looks like and feels like. A brand is how it works.” — Jeff Bezos
2. Maintain Brand Equity
When refreshing your brand, it’s important to maintain the elements that have brought you success so far. Evaluate which parts of your current branding resonate with your audience and have built recognition. Whether it’s your logo, color scheme, or brand voice, retaining these key elements helps preserve the equity you’ve built over the years.
Example: Think of how Google has subtly refreshed its logo multiple times over the years while keeping its core identity intact. Each refresh maintained the brand’s familiar elements, ensuring continued recognition and trust.
3. Consider Your Audience
Your audience should always be at the forefront of your branding decisions. Are their needs, preferences, and behaviors changing? A successful brand refresh often reflects shifts in consumer behavior or expectations. Conduct surveys, focus groups, or market research to ensure the refresh will resonate with both current and potential customers.
Data Point: A study from Lucidpress found that presenting a brand consistently across all platforms can increase revenue by up to 23%, emphasizing the importance of aligning your refresh with audience expectations.
4. Evaluate Your Brand’s Current Positioning
It’s essential to take a step back and assess your current brand positioning before initiating a refresh. How does your brand compare to competitors? Does your messaging accurately reflect your company’s unique value proposition? A brand refresh gives you an opportunity to redefine or fine-tune your positioning to better reflect your business’s strengths and differentiators.
5. Update Your Digital Presence
A brand refresh is not just about updating your logo and packaging—it must be applied consistently across all digital platforms. From your website and social media profiles to email signatures and marketing materials, your refreshed brand should have a cohesive look and feel. Ensuring all touchpoints reflect the new brand identity prevents customer confusion and strengthens brand recognition.
In conclusion, a brand refresh can breathe new life into your business, helping you stay competitive and relevant. However, it requires careful consideration of your audience, brand equity, positioning, and digital presence to ensure success.
Ready to take your brand to the next level? Schedule a call with one of our expert brand strategists at EWR Digital today and discover how a strategic brand refresh can drive growth and elevate your business. Let’s start building your brand’s future—book your consultation now!
Reference: Lucidpress: “Consistent Branding Can Increase Revenue By Up To 23%” Lucidpress Study.