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.
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.
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.
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.
Get to know your demographic.
What do they want? What do they need? What communities are they a part of?
What does your demographic care about?
What issues do they talk about? What are there politics?
Audit all your content, keep what's working, and fix what's not.
Inform everyone involved with your business of what's changing, and have access to your brand guidelines.
