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6 Things to consider before a brand refresh

May 4, 2023

Have you ever felt like your brand is calling for a refresh? Let’s face it, businesses, like many things, need revamps over time. Your brand’s image is your identity, and staying proactive about updating it can be a game-changer for success.

As a company that just went through a rebrand a few months ago, we’re prepared to share the roadblocks we encountered, propose our solutions and delve into tips and tricks to ensure your brand refresh strategy is nothing short of a smashing success.

Actionable steps for the ultimate brand makeover

In this blog section, we’ll share practical steps that you can implement to keep your brand fresh, modern and captivating. From defining your brand’s purpose to creating a cohesive visual identity, we’ll provide you with actionable tips and strategies to achieve a successful brand revamp.

Get clear on your ‘why’

Start with self-reflection by asking why you need a brand refresh. Consider questions like:

• Are you struggling to differentiate from competitors? 
• Is your target audience losing interest in your brand?

This line of thinking will help you determine your long-term goals for the rebrand and ensure your intentions align with your business goals.

Define your objectives

Participate in a strategic brand revitalization process aimed to attract new customers, boost brand loyalty and foster internal clarity. Set key targets for increased market relevance, improved perception or revenue growth. Whatever your goals, keep them clear and realistic.

Start investigating

Do thorough research on companies that rebranded successfully. Learn from their journeys, and seek business rebranding tips & advice from industry experts, fellow entrepreneurs and trusted business coaches.

Consider delving into subtopics like color psychology and emotional impact to fine-tune your refreshed brand image.
Remember to carry out research internally as well as outside the organization. We found that our team had fantastic insights and blind spot coverage for us, and were sometimes more forthcoming than clients or strangers.

Take a step back to move forward

Draft a brand refresh checklist and carefully consider what your brand needs to move forward. Develop a corporate rebranding guide to chart your path toward a refreshed business image.

Whip your dream team together

Gather your leadership team, managers and employees—create a shared vision that keeps everyone aligned and focused during the brand makeover.

Monitor, measure and stay agile

After implementing the refresh, keep a close eye on your brand’s progress. Analyze key performance indicators, gauge the sentiment among customers and don’t hesitate to refine your strategies further based on feedback!

Building a strong communication roadmap

Successful rebranding goes hand in hand with effective communication. Establish clear channels for sharing your refreshed brand vision internally with your team and externally with customers, stakeholders, partners and social media.

It takes time

Accept that, as with all changes, there will be some bumps in the road during your brand refresh process. Stay adaptable and committed to learning from mistakes.

Common rebranding roadblocks and actionable solutions

Here’s a list of common roadblocks to avoid in a rebranding process, along with practical, actionable strategies to avoid them:

Lack of research

One of the biggest roadblocks in rebranding is not conducting thorough research. This includes market research, competitor analysis, customer insights and internal input.

Strategy: Set a clear and specific objective for your research project, and talk to groups that will provide precise and relevant answers to your questions.

Poor brand strategy

Without a solid brand strategy, your rebrand can lose its direction and fail to achieve its objectives.

Strategy: Develop a clear brand strategy that includes defining your brand positioning, target audience, messaging and desired brand personality before implementing any external changes.

Inconsistent brand implementation

Inconsistent application of the new brand elements, such as logo, colors, fonts and messaging, can confuse customers and dilute the impact of the rebrand.

Strategy: Create brand guidelines and ensure all stakeholders adhere to them consistently across all touchpoints—including marketing materials, website, social media and customer communications.

Lack of internal alignment

Involve all the internal stakeholders and share your brand guidelines with them. Remember, not involving key internal stakeholders, from employees to executives, in the rebranding process can lead to resistance, confusion and lack of support.

Strategy: Involve your team in the rebranding process, seek their input and communicate the changes clearly to gain their buy-in and alignment with the new brand direction.

Insufficient communication

Failing to effectively communicate the rebrand to customers, partners and other stakeholders can lead to confusion and loss of brand understanding.

Strategy: Develop a comprehensive communication plan that includes updating your website, social media, and marketing collateral. Remember to communicate directly with customers and partners to explain the reasons and benefits of your rebrand.

Unrealistic timeline

Rushing through the rebranding process without sufficient time for research, strategy development, design and implementation can result in subpar outcomes.

Strategy: Set a realistic timeline for your rebranding process, considering all the steps involved and allocate enough time for each stage to ensure thorough planning and execution. Basically, whatever your timeline is, double it!

Overlooking brand consistency

A rebrand should result in a consistent and cohesive brand image across all touchpoints. Overlooking consistency in brand elements, messaging and visual identity can weaken the impact of the rebrand.

Strategy: Ensure consistency in all brand elements, including logo, colors, fonts, messaging and tone of voice, across all brand touchpoints to create a cohesive and memorable brand image. Get this all prepared before it’s time to launch!

Ignoring customer feedback

Failing to listen to and incorporate customer feedback during the rebranding process can result in a brand that doesn’t resonate with your target audience.

Strategy: Request and listen to customer feedback at various stages of the rebranding process, and incorporate it into the brand strategy to ensure your brand aligns with your target audience.

Neglecting post-rebrand evaluation

Failing to measure the success of the rebrand afterward can result in missed opportunities for improvement or optimization.

Strategy: Establish key performance indicators (KPIs) and metrics before launch time to measure the success of the rebrand, and regularly evaluate your brand strategy based on the results.

Underestimating resources

Rebranding can require significant resources, including time, budget and expertise. Underestimating the resources needed can result in a rushed and ineffective rebrand.

Strategy: Properly assess the resources required, including budget, time & expertise, and allocate them accordingly to ensure a successful and impactful rebrand.

Keep these tips in mind and set yourself up for a successful rebranding process that effectively positions your brand for growth and success. The secret to a successful rebrand is the planning!

Innovative rebranding solutions

Here’s an insight to elevate your brand refresh to stratospheric heights: Embrace the power of digital transformation! incorporating new technologies and digital channels can exponentially enhance your business makeover. Running a business on outdated technology can make it feel like you’re running in slow motion. 

Leveraging innovative rebranding solutions such as AI-powered design tools, data-driven insights and cutting-edge branding techniques. Here are some actionable strategies to incorporate new technology into a rebranding process:

    1. Audit current technology: Assess your current technology stack to identify gaps or opportunities for improvement. Evaluate your website, social media platforms, CRM, marketing automation tools and other digital assets to determine what needs to be updated or replaced to align with your rebranding goals. If you don’t love it, don’t keep it!

    2. Collaborate with digital experts: Partner with digital agencies, technology consultants or other experts to ensure that you have the right expertise to guide you through the process of integrating new technology into your rebranding efforts. Leverage their experience to make informed decisions and implement technology solutions in the right way for your team.

    3. Define tech objectives: Clearly define your technology objectives as part of your rebranding strategy. What specific goals do you want to achieve with technology? Examples could include improving customer experience, streamlining internal processes, enhancing product/service offerings or expanding your digital presence. Having clear objectives will help guide you to what tech you need to meet your goals.

    4. Choose the right technology: Research and select technology solutions that align with your rebranding goals and budget. Consider factors such as scalability, ease of implementation, integration with existing systems and long-term sustainability. Remember to choose technology that will support your long-term goals!

    5. Monitor industry trends: Stay updated with the latest technology trends and innovations relevant to your industry. Regularly monitor technological advancements and explore opportunities to incorporate new technologies into your rebranding efforts to stay ahead of the competition and deliver a cutting-edge brand experience.

Remember, the successful integration of new technology into a rebranding process requires careful planning, execution and monitoring. Regularly evaluate and optimize your technology integration efforts to maximize the impact on your brand and productivity.

And if you haven’t already, seriously consider investing in SEO, imagine how your brand can benefit from increased visibility and ranking!


Ok, that’s a lot to think about! Just remember that your brand refresh is an opportunity to showcase your business’s personality and values while embracing change, growth and innovation.

Keep your intentions grounded in business growth and core values for an effective brand makeover. As you embark on this journey, trust that you have the tools and insights to push boundaries and shape a future of success for your business. Cheers to a more fulfilling and stronger brand image!


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