A refresh allows you to modernize your brand while retaining its identity to create a more cohesive and memorable visual experience and adjust your approach to better align with the current market and realign with your mission and values, which can help your business grow, increase revenue, and reach a higher price point by improving customer perception.

This process also generates buzz within your existing customer base, by showing them that you're growing and changing to continue to provide quality products and services, new visuals and messaging can also appeal to new demographics and increase your customer base.

Everyday Examples

Dunkin' Donuts repositioned and rendered down to focus more on coffee with Dunkin'.

Burger King moved away from its former plastic Y2K logo, to a modern 60's and 90's throwback.

New York took a hit and a miss with this move from its iconic logo to somthing more modern.

When to Refresh

You connect with your target audience, but your visuals look dated or common.
If you’ve been in business for a while a refresh can help you stay relevant, and adapt to the current market, by getting rid of what's not working to make way for new tools and assets.
You are expanding your business, products, or services.
Your business is changing. If you have a new partnership, added offerings, or paired things down you need to reflect these changes in your branding so customers know what you're offering.
You want to retain or attract new clients.
All things change with time. Whether your audience's values and interests have changed, or expanded into new markets a refresh will help you meet them where they are now.
You need to refine your identity to be more consistent.
Consistency is key in business. If your visuals and language are different on your website, socials, and print materials a refresh can help you bring things together to be more cohesive.
Your visual identity needs to adapt to the current market.
If your brand isn’t as strong or memorable as your competitors, or your changing marketing efforts, it's time to reassess your branding and positioning to be more relevant in today's market.

Brand Refresh Process

1. Audit Your Current Brand

Evaluate Brand Assets: Review your current logo, color schemes, typography, and other visual elements.
Assess Brand Messaging: Examine taglines, mission statements, and your brand voice.
Analyze Market Position: Compare your brand with competitors to identify gaps and opportunities.
Gather Feedback: Get input from customers, employees, and stakeholders to understand how your brand is perceived.

2. Define Your Objectives

Clarify Goals: Are you trying to reach new audiences, refresh your visual identity, or align with changing market trends?
Align with business strategy: Ensure the refresh aligns with your new business goals.

3. Understand Your Audience

Consider new demographics: If you’re expanding to new markets, research your new audience's preferences, needs, and pain points.

4. Revisit Your Brand Identity

Update Visual Elements: This can include refreshing your logo, updating colors, fonts, or website design.
Refine Brand Voice: Ensure your tone is consistent across all channels.
Create new Brand Guidelines: Document your new brand standards to maintain consistency.

5. Test Concepts

Develop Mockups: Create updated versions of key materials like website designs, business cards, and social media graphics.
Gather feedback: Share initial ideas with internal teams or focus groups to gather input on the direction.

6. Update Brand Touchpoints

Website and Social Media: Refresh your digital presence, including your website, social media profiles, and online ads.
Marketing Materials: Update brochures, business cards, email templates, and packaging.
Physical spaces: If applicable, update signage, uniforms, or branded spaces.

7. Communicate the Change

Internal communication: Inform your team about the new branding and how it affects their roles.
Customer communication: Explain the reasons for your refresh to your audience, including what's changing and how this benefits them.
Launch campaign: Plan a public announcement or campaign to unveil the refreshed brand.

8. Monitor the Impact

Track key metrics: Measure how the brand refresh impacts brand awareness, customer engagement, and sales.
Gather ongoing feedback: Monitor customer reactions and make adjustments as needed.

The Power of a Brand Refresh

A Brand Refresh is a process of updating the visuals and messaging of a brand while preserving its core identity to reposition a business by revamping the brand identity, including a logo, brand voice, and products.

Everyday Examples

When to Refresh

"The Snake which cannot cast its skin has to die. As well the minds which are prevented from changing their opinions; they cease to be mind."

Brand Refresh Process

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