Refresh Your Brand: A Step-by-Step Guide

At Jennergy, we’re well-versed in giving brands a refresh, so we’ve outlined our essential process to transform any brand. Following these eight steps will overhaul your brand so it’s relevant and appealing in the current market.

If you’re curious if your brand is due for a refresh, you can take our quiz here.

Ready to give it a go? Here are our steps to take to begin your brand refresh:

1. Discovery and Research: Start by evaluating your current brand for its strengths and weaknesses, how it is perceived by both customers and competitors, and the brand elements. Conduct market research to gather insights about current trends, customer needs, and competitors.
2. Establish Goals and Objectives: Define what you want to achieve with the brand refresh, such as increasing brand awareness, reaching new target audiences, or repositioning the brand in the market.
3. Target Audience Definition: Reassess, define, and evaluate your current target audience, as well as potential new audiences you would like to consider in the future. Consider how you speak to each audience, how you can help them, and what type of visual brand personality they would value and trust.
4. Competitive Analysis: Analyze competitors’ branding elements (taglines, logos, marketing materials, and digital presence) to help establish how you can differentiate your brand in the marketplace.
5. Brand Positioning and Messaging: Develop key messages that highlight your market position, and address the needs of your target audience while showcasing what makes your brand unique.
6. Logo and Visual Identity: A brand refresh doesn’t necessarily mean a complete redesign of your logo. It may involve looking for ways to explore different type treatments, color palettes, photography styles, messaging, and other brand elements to refresh the design while leveraging existing brand equity.
7. Brand Guidelines: Once a refresh is complete, all brand guidelines will need to be updated to maintain the consistent use of your brand across all marketing touchpoints.
8. Brand Activation: Congratulations on finalizing your brand! Now it’s time to strategically implement your new vision across all marketing materials and touchpoints, while also focusing on measuring outcomes. Coordination with internal teams and external partners is essential for clear communication and a cohesive launch. Additionally, consider the optimal timing in the market, engaging users, updating marketing deliverables, and utilizing cost-effective strategies.

These eight steps outline our essential approach to a successful brand refresh. Follow this guide and you’ll be on your way to a refreshed brand that stands out, resonates with your target audience, and differentiates from competitors.