A brand refresh is taking an existing brand and updating it with a modified logo or fresh colors to renew it while keeping most of the brand elements in place. It’s like a makeover for your brand. A brand could need a refresh due to a change in the corporate structure, such as a reorganization. It is a refinement of the brand’s message.
A brand redevelopment is crafting a new brand for a company whose old brand no longer resonates with its audience. This is a total redo from the logo to the marketing materials. This requires understanding the audience’s needs and telling a clear story for the brand.
Determining When to Refresh Your Brand
Here are some reasons to consider updating your brand:
- Your company has new management with new business goals
- You’re introducing a new product or service
- Your company is having a milestone business anniversary or merging with another company
Review your brand every 3 to 5 years as part of your strategic planning process. A brand refresh should be implemented because it has lost effectiveness, not due to simple boredom. Refresh your brand with explicit business goals in mind.
Here are some examples of recent brand development projects for our clients:
LRI Energy Brand Redevelopment
Shopping for Health Brand Refresh
Capstone National Partners Brand Redevelopment