Date posted

05 Mar 2022

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Should you be carrying out regular brand refreshes instead of one-off major overhauls?

What is it?

Many businesses, such as Burger King and General Motors are investing in refreshing their brands swiftly, and for good reason.

A brand refresh can give your business a competitive edge and ensure your values and communications stay relevant in an ever-evolving marketplace.  

Unlike a full-scale brand overhaul, a brand refresh is a faster, more cost-effective way to evolve your brand. It focuses on answering the following questions:

  • Do your brand values and mission reflect where you currently stand as a business?
  • Is your brand positioning itself in the best way possible compared to its competitors?
  • Is your visual identity reflective of how you want to be perceived?
  • Do you have clear enough guidelines in place to ensure consistency across all communications?

Why is it important?

How your brand is perceived is one of the most important factors in your customer’s decision making. 

For the majority of businesses, appointing a specialist brand agency to carry out a full rebrand is now often too expensive and time consuming in conjunction with other modern marketing demands.

However, with markets and industries now moving quicker than ever, a more agile refresh can realign your business to its evolving objectives without the high cost and extended timelines of a rebrand project.

What to do next?

If you feel your business could benefit from a brand refresh, your next steps should be these:

  • Gain a full understanding of how your brand is currently perceived. Market research tests like Facebook’s brand uplift study can provide valuable insight on existing brand perception and intent.
  • Revisit your brand values and mission. Do they accurately express where your business needs to be next?
  • Assess the quality of your brand’s output. Is it consistent across all comms channels?
  • Talk to your creative team to see what attainable, practical actions can be taken to refresh your brand in the areas required.

If you need further help, talk to us.