Companies thrive when they periodically refresh their brand, ensuring they stay relevant and top of mind in the ever-changing competitive landscape.
A brand refresh is less substantial than a complete rebrand (which likely includes a name change and logo change) but it is no less serious of a mission as you’re altering one of your company’s most valuable assets.
While building a brand from scratch and rebranding are daunting tasks, refreshing a brand is a project that’s ripe with its own set of obstacles. Stakeholders are plentiful with varied opinions. Resources are often limited. And botching a brand refresh will be a fail in the public eye and may have repercussions for years to come.
Breaking a brand refresh into smaller, strategic steps can make the process less overwhelming and more manageable.
Here are 5 steps that are critical in any brand refresh.
1. Set the Goal of the Refresh. A brand refresh is not merely a cosmetic change. It’s a way to revitalize a company’s identity, better aligning it to the needs of the organization.
Your brand platform is sacred intellectual property. Before slicing and dicing and making sweeping changes to your most valuable asset, it’s important to have a clear goal in mind.
Some brand refresh goals might be:
Target a different audience
Enter a different product or service market
Tighten the brand platform to stand out from competitors in the space
Modernize the brand to prepare for upcoming years of growth
Instill renewed energy and enthusiasm into the brand
After breaking down the needs of the organization, you may even define a primary and secondary goal of the refresh.
Regardless, having a clear goal or goals will help all stakeholders make decisions around the brand refresh.
2. Remove Assets. Now that you’ve established the goal of your brand refresh, you need to identify what no longer ladders up to that goal…