And 5 tips on how to move it forward
Brands, like anything else, can become outdated or lose their impact over time; they aren’t typically fine wines, and some, quite frankly, age like milk…. Here Creative Director Charli Edwards, shares the ten signs that suggest it might be time for your organisation to consider a brand refresh, along with five tips on how to do it effectively.
A brand refresh can significantly impact your business’s bottom line. According to a study by Huddle Creative, brand consistency can increase revenue by 33%. This statistic underscores the importance of maintaining a cohesive brand identity across all platforms and touchpoints. When your brand messaging and visuals are aligned, it not only strengthens your market presence but also builds trust with your audience. In fact, 77% of consumers are more likely to buy from brands that share their values. This alignment can be a game-changer in today’s competitive market. But don’t forget – a brand refresh isn’t just about aesthetics; it’s about staying relevant and resonant with your audience.
To successfully reinvent your brand, you must rethink your approach to product, story, culture, and customer. A holistic approach ensures that your brand remains culturally relevant and beloved by consumers. It’s a strategic, creative, and operational journey that, when executed consistently, can lead to long-term business success.
- Your Brand No Longer Reflects Your Mission and Vision
This is a big one… If your brand doesn’t align with your current mission and vision, it’s a clear sign that a refresh is needed. Your brand should evolve as your organisation grows and changes. - Your Visual Identity Feels Outdated
An outdated logo, colour scheme, or overall design can make your brand look old-fashioned. It’s great to capitalise on trending visual styles, but it’s not always wise to bake them into your brand DNA - You’re Struggling to Differentiate from Competitors
If your brand looks and feels similar to your competitors, it’s hard to stand out in the market. It’s not safety in the similar when it comes to today’s market. Difference is everything. - Your Audience Has Changed
As your target audience evolves, your brand should too. If you’re attracting a different demographic than you were a few years ago, it’s time to reassess your branding, especially if you’re a membership-based organisation. - Your Brand Messaging is Inconsistent
Inconsistent messaging across different platforms and materials can confuse your audience. A brand refresh can help streamline your communication and ensure consistency. - You’ve Expanded Your Offerings
If you’ve added new products or services, your brand might need to be updated to reflect these changes. Your brand should encompass everything you offer. - Your Brand Doesn’t Resonate Internally
If your employees aren’t engaged with or excited about your brand, it’s a sign that it might not be resonating as it should. A refresh can help reignite internal enthusiasm, but more importantly, create accountability and a sense of purpose. - You’re Facing Negative Perceptions
If your brand has been associated with negative perceptions or controversies, a refresh can help you start anew and rebuild your reputation. - Your Digital Presence is Lacking
In today’s digital age, a strong online presence is crucial. If your website and social media profiles feel outdated or aren’t performing well, it’s time for a refresh. - You’re Not Achieving Your Business Goals
It might be due to a weak brand if you’re not hitting your business targets. A refresh can help realign your brand with your business objectives and drive growth.
Don’t wait till your tired brand affects your business, 65% of companies refresh their brand due to lost sales, but if you keep your finger on the pulse, you can make small adjustments over time that keep your brand relevant for longer.
Here’s 5 Tips for how to bring your brand forward
- Clarify Your Mission and Vision
Start by revisiting your mission and vision. Ensure they are clear and reflect your current goals. Your brand refresh should align with these core principles. - Engage in Brand Research
Conduct thorough research to understand your audience, competitors, and market trends. This will provide valuable insights to guide your brand refresh. - Involve Your Team
Engage your employees in the process. Their insights and enthusiasm are crucial for a successful brand refresh. Make sure they understand and embrace the new brand. - Create a Comprehensive Brand Strategy
Develop a detailed brand strategy that includes your visual identity, messaging, and positioning. This will ensure consistency and coherence across all touchpoints. - Communicate the Change
Once your brand refresh is ready, communicate it effectively to both internal and external audiences. Explain the reasons behind the change and what it means for them.

We help brands of any size, in any sector, define who they are and how they’re seen.
We help brands of any size, in any sector, define who they are and how they’re seen. Our work spans perception audits, brand identity, positioning, and campaign strategies, ensuring your brand makes an impact from launch to every interaction. From energy and water to property and beyond, we create brands people believe in.
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