Every few years it’s wise to evaluate your brand and see if it needs refreshing. Consumer needs, behaviors, social norms, culture and language continuously evolve and if you want your brand to be a part of your target customers’ lives then you need to keep up. Brand refresh is not updating the logo or the tagline, instead it’s taking a holistic approach to who you are as a brand and how you connect with the audience.
So, when is the right time to update your brand?
Evolution of the company: If your company's values, mission or offerings have changed significantly since your existing brand was established, a refresh can help align your brand with your current identity.
Declining brand awareness: If people are no longer recognizing or remembering your brand, a refresh can boost your visibility and make a stronger impression. Quantitative signs include falling website traffic, reduced social media engagement or declining brand search volume. Qualitatively, watch for negative feedback, lack of brand recall in surveys or loss of market share.
Loss of relevance: If your target audience doesn’t feel connected or don’t see themselves reflected in the brand, then it’s time for an update. This can mean that visuals, language or physical places need to be updated to communicate and connect with your audience.
Inconsistent brand experience: If your brand messaging and visuals vary across different platforms or touchpoints, a refresh can create a stronger, more unified identity. From your email, website, social channels to the physical spaces - every touchpoint should feel like the same brand.
Shifting market trends: If your industry is undergoing significant changes, a refresh can help you adapt and stay ahead of the curve. Examples of shifting market trends can mean the introduction of new technology, new consumer preferences, regulatory changes or a shift in the competitive landscape.
Employee disengagement: If your employees aren't actively promoting your brand and struggling to articulate its value proposition, it might be time for a refresh. Employees are the best brand ambassadors and it’s crucial they are on board with what your brand is offering.
Keep in mind that brand refresh is about understanding your core values and your audience, and embracing the change. It’s important to keep up with the changing trends and norms but most importantly to understand who you are as a brand and to know your audience.
Courtesy of Pepsi
Photos
Top: 7 Eleven’s brand refresh for Slurpee to appeal more to Gen Z
Bottom: Pepsi’s brand update to steer away from minimalist trends and embrace maximalism