Commentary

When Does Your Brand Need a Refresh? How To Do It Right

• by Brynn Sandy , 7 hours ago

Changing a brand identity isn’t something to take lightly. It can be costly, especially given a company’s size and branding opportunities, and warrants real thought and precision. But a well-executed refresh can breathe new life into a company, especially when there is a strategic reason behind it. Here are five situations that often call for a brand refresh:

Leadership shakeup. New leadership often signals a new direction. A rebrand can instill confidence in an organization as it helps establish a clear identity and goal for the existing team.

Market disruption. Disruption is inevitable in business — whether from black swan events, economic headwinds, regulatory pressures, new competitors, changing customer habits, or internal miscues. A brand refresh can help you reposition yourself in the market, regain lost attention and even spur a comeback.

Shifting target audience. When your brand expands into a new market segment or geographic region, you might need to adapt to resonate with this new audience. A brand refresh can help you communicate your value proposition in a way that’s relevant and engaging to them.

Evolving products, services and opportunities. A brand refresh timed to an evolution in your products, services and brand opportunities allows you to showcase your expanded capabilities and attract new customers who may not have been familiar with your core offerings. Jump on big and small moments to inform your refresh.

Modernization. Outdated visuals, messaging and communication can detract from brand messaging. This could mean introducing a new logo or modernizing graphics, fonts and colors to stay relevant in the current market. A facelift can rejuvenate your brand without a complete overhaul.

The Refresh Playbook

Once you’ve decided to rebrand, it’s important to avoid common mistakes. For example, in 2009, Tropicana revamped its packaging design, but failed to understand consumers’ deep emotional bond with its classic branding. Gap revised its logo despite no clear driver (as listed above), and the move left its consumers confused and unhappy. Both quickly reverted to their old branding to stave off further backlash.

Don’t follow in their footsteps. Here’s how to succeed:

1. Stay true to who you are: Don’t alienate existing customers by changing your brand so drastically they don’t recognize it. Maintain core characteristics and values that represent your brand’s essence. Remember who you are.

2. See it through: Don’t just conduct a rebranding exercise and shelve it -- or worse, make major changes without proper planning. A successful refresh requires executive buy-in, commitment and a clear strategy for implementation. 

3. Maintain connection: If you’re going to change the status quo, get everyone on board. Train your team on the new brand positioning and address employee concerns. Executing a refresh seamlessly involves a company-wide shift in mentality.

The Takeaway

Any company can refresh its brand to stay relevant and competitive. It’s about reviving your image, messaging and offerings to resonate with today’s market. But remember, a refresh should be strategic, not impulsive. Done right, it can propel your brand to new heights.