Ask these questions before a brand refresh

A brand refresh can bring your message up-to-date, align your current customers with your ongoing vision and prepare your brand for the years ahead. But is now really the time to do it? A brand refresh can be a costly and difficult process and sometimes, it’s not even necessary. If you’re thinking of refreshing your brand, ask yourself these questions first.

Would the refresh benefit your existing customers?

If you have a strong base of core customers, will a refresh actually benefit them, or does it risk alienating them? It’s understandable to want to reach new markets, but any rebrand must also consider, and benefit, your loyal customers.

Is the brand up-to-date?

Sometimes businesses evolve, but the branding stays behind. If your company has changed, whether that’s in relation to the customers, the product range, or your mission, then it’s a sign that your brand does need a refresh.

Does the refresh have longevity?

Companies often want to jump on the latest bandwagon and show that their company is on the pulse, but think first – will this rebrand stand the test of time? Use your brand refresh to reflect the core, immutable aspects of your brand that will still be true five, or even ten years from now. This is where a brand strategy agency, like reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency, can help you.

Refreshing your brand can consolidate your message, bring in new customers and give you the chance to communicate where you are today, but asking these key questions before you jump in will help guide you in the process.