5 Steps to Refresh a Brand

Jessica Yarmey
5 min readOct 31, 2023

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.

One of the most recognizable brands in the world. (Photo by Alexey Mak on Unsplash)

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.

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Jessica Yarmey

CEO @flexsociety | Entrepreneurship | Marketing | Branding | Leadership | Personal Growth