Considering a brand refresh? Take our quiz to see if it’s needed.

How do you know if it’s time for a brand refresh? Consider it if your omnichannel marketing efforts are not resonating with your target audience, appear outdated compared to competitors, or no longer align with your business goals and market trends.

Here are eight questions to help you quickly determine if a refresh is needed:

Does our brand reflect the current market dynamics?
Markets are constantly evolving and with them, consumer preferences and expectations change. A brand refresh can help a company stay relevant in the current market and appeal to its target audience.

Is there a distinct difference between our brand and our competitors?
In crowded markets, a brand refresh can help a company stand out from competitors and emphasize its unique value proposition. A strategic approach to brand differentiation will set you apart from competitors and leave a lasting impression on your target audience.

Is our brand reflective of the technological advancements of our company?
As technology evolves, a brand might need revitalizing to showcase its commitment to innovation and modern practices. Connecting with your audience is hard if your brand doesn’t reflect your current offerings or services.

Is there an advantage of repositioning ourselves in our market?
The last few years have brought some major shifts to many industries. If your company is repositioning itself with industry adaptations, changing its market focus, or wants to appeal to a different demographic, a brand refresh can help realign its image with a new target audience.

Does our current marketing reflect our company’s current services, offerings, or recent merger?
After a recent acquisition, expanding your offerings, services, or products can significantly boost revenue, but only if your target audience is aware of your company’s changes. A refresh can help unify corporate cultures, services, and product lines under a single cohesive brand. A company seeking expansion in new markets often requires adjustment in branding to cater to different norms and expectations.

Does my brand align across platforms?
With the prevalence of digital media, brands need to ensure consistency across various platforms. Many brands suffer a notable revenue loss due to the misalignment of their message, content, and offerings between their integrated marketing, particularly when all don’t appear to be a cohesive brand family. A brand refresh can help achieve a unified presence across all customer touchpoints and elevate brand awareness.

Does our brand feel outdated?
Over time, a brand’s image can become outdated or stale. To stay competitive in today’s market, your brand image (logo, content, decks, marketing materials, website, etc.) needs to evolve. A refresh can modernize the brand, making it more attractive and relatable to current and potential customers without having to go through a complete rebrand.

Are we recovering from negative publicity?
If a company has suffered from some negative publicity, a brand refresh can help improve public perception and signal a new direction or change in values. Use this recovery time as an opportunity to reconnect with your audience and foster a sense of trust in the steps being taken to improve.

Begin your brand refresh journey.

If you answered yes to any of these questions, then it’s likely time to create your action plan for updating your brand. A successful refresh is all about careful planning and balancing your core brand values with necessary updates. Whether you tackle this all at once, or in multiple phases, it’s best just to get started. If you’re still pondering, stay tuned for our next post where we break down the steps for a successful brand refresh.