Elements of a Brand Refresh


Elements of a Brand Refresh

Companies have a long history of undergoing a brand refresh to keep up with the ever-changing market. One of the most common things during a brand refresh is the company logo change. These changes aim to reinvigorate and reconnect with the current market. According to pain management specialist Jordan Sudberg, below seven key elements should be part of every successful brand refresh.

1. Discovery and research

A successful brand refresh must come from a significant discovery and research process. The company finds out what it wants to be and what it wants customers to see it as. This is accomplished by researching the current market, competition, customer satisfaction and more. The research results will give the company the data needed to help better understand its customers and build on its strengths.

2. Competitive analysis

A competitive analysis allows the company to set itself apart and figure out ways to beat the competition. The analysis should be done by looking at what the competition is doing well and what they are not doing well. This information gives the company a good idea of how they can truly differentiate themselves from their competitors.

3. Brand positioning and key messages

Brand positioning and its key message helps to set a company apart from its competitors. For example, if one competitor is focused on being cheaper, the company can either increase their prices or do other things differently to avoid this perception. The brand refresh’s key messages should focus on what the target market wants to see from the company.

4. Logo and visual identity system update

This element of the brand refresh is a good place to start. The company should start by creating a clear and simple logo and visual identity system update. This is important because it allows the company to communicate its sense of style while making it easier for customers to identify its products, services and business units.

5. Brand standards guide

The guide should reflect the core values of the different business units, making it easier for customers to identify those values. For instance, if one main service line has one set of standards and another does not, it could confuse customers.

6. Communications/brand audit

The company should also perform a communications audit starting with the company mission statements, vision statements, core values and more. Companies should evaluate their communication channels, from online videos, social media, and print advertising to more traditional forms of marketing. This should help the company understand how effectively it delivers its customers’ core messages.

7. Rollout plan

The company should then develop a rollout plan and timeline. This will help the company ensure the right elements are in place before launching with customers. The rollout plan will help the company execute the brand refresh with minimal risk.
According to pain management specialist Jordan Sudberg, the overall success of a brand refresh depends on how well the company follows these seven key elements. If done correctly, the company can take great strides forward and reach new heights.