When is it time to refresh your brand?

Do you have a simple, engaging story that is reinforced by your current brand expression? Are your materials stale or inconsistent — or have you seen their virtual twin from your competitors?

There are many questions to ask when considering a brand refresh project. Here are a few to help determine if the time is right:

1. Any changes or potential misunderstandings?

If there has been a change — merger, acquisition, reorganization, new leadership, new offerings or even a refocusing — it is a good idea to assess and reassert your brand. Changes can lead to misperceptions and confusion, however, a time of transition is also an opportunity to steer the conversation.

2. Are you unique and recognizable?

Do you stand apart from your competitors? Is there a consistent look and feel throughout your customers’ and stakeholders’ experience? Is your online presence—your full digital footprint across the web and social media—inviting and engaging, and related to all other materials?

3. Is your brand story still relevant?

If you haven’t looked at your communications approach in a number of years, chances are you are using outdated materials and messages. Even stalwarts have refreshed their brands throughout the years to keep them vital and relevant. And, make sure the name of the organization is memorable while you are thinking about it.

4. Are you outdated?

Your Visual Brand needs to be fresh, you want to be current, it’s a reflection of how you maintain all aspects of your business. And that website of yours needs attention! Technology changes and you don’t want to be out of date, hard to find and left behind.

5. Who’s listening?

Have your audiences changed? Today, whether you are a B2B or a consumer company, you are talking to a diverse and evolving array of employees, stakeholders, partners, community organizations, and customers interested in what your company has to say and how you say it. Is your story clear? Is it understood and easily repeatable, by all?

Innovate. Grow. Evolve.

Today’s fast-paced business environment is full of changes, some planned and others more surprising. If something has changed but your audience hasn’t noticed, and your story is no longer complete or accurate, no longer resonating… it’s time. But, don’t change just for change’s sake. Be strategic. Investment in the company brand should help advance business strategy, and the decision to refresh or redesign can be a useful tool in communicating your value.

Get Guidance: Consider expert help   

If you find yourself struggling to get started with your double materiality assessment, consider expert help. We’ve engaged in reporting strategy and Materiality discussions with clients and created many stakeholder-pleasing sustainability/ESG reports as well as impact communications. Email us to get in touch if you need help with your next step. 

Updated January 2024
Photo by Tadeusz Lakota on Unsplash