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When is time for a brand refresh?



Depending on how much time has passed, it’s likely your business has changed since it started, and your customers have too. As your business grows and transforms, it’s essential to demonstrate that your brand still mirrors your authentic self.


While predicting how your audience will respond can be intimidating, there’s no need to fear a brand refresh. Think of revitalization as a face lift for your brand.


But, even the most established brands can become stale, outdated, or out of touch with changing times and consumer expectations, leaving you at the bottom of the list or resulting in endless abandoned shopping carts.


After the COVID-19 pandemic, the surge in online shopping has resulted in brands competing in the global market, leading business owners across various industries to question whether it's time for a rebrand.


The markets are constantly changing and evolving. We have all heard and probably seen scenarios where companies fail to keep up with the rapidly changing landscapes, which eventually makes them look and feel less relevant.


Consumer behaviors and preferences change frequently, and in order to remain competitive, brands need to adapt accordingly. For instance, they might need to shift from a brick-and-mortar store to an online shopping experience.


Are you wondering if it’s the right time for a new look? From my experience of working more than 18 years with clients, if any of the below statements sound like your organization, chances are good that it is about time time!


  • We are a great company selling products in a trend-sensitive industry, but our brand image appears outdated.

  • Our competitors have an incredibly eye-catching and attractive brand, which gives them an edge over us. It's time for us to level the playing field and enhance our identity to truly stand out in the market. Read the case study of the rebrand we did for MOON

  • I feel awkward every time I hand out my business card.

  • Our color scheme doesn't match the latest trends.


  • While we adore our symbol, our logo is hard to read, too long, too big, or difficult to read in small objects.


  • We're a well-known brand, but our logo could use a refresh.

• Our visual representation doesn't align with the company's direction and the audiences it aims to reach. Read the case study of BE KIND LYFE rebrand we did.


• Our brand identity doesn't resonate effectively in a digital setting.


  • It has been years since I did my identity with no refresh at all

  • It does not reflect ME


  • We want to enter new markets, expand


We have evolved. We are at a different mental state:

Another hint is as you evolve and grow, your company’s message will evolve as well. It’s important to develop one distinct voice that carries through in all your communications, from a social media post to a speech your CEO gives to in-store displays.


Fresh competition or rivals stepping up their game:

With new players entering your market, established brands might need to stand out more to connect with customers. This could mean refreshing your brand's message, and visual style, and even updating products and prices to keep up.


Your brand just doesn't vibe anymore:

Sometimes, you just know. If your brand hasn't seen any updates lately, it might start feeling out of touch and irrelevant to consumers. A revamp, even a minor one, can breathe new life into your brand, making sure it stays relevant and resonates with customers' desires.


So, what do we do?


We kicked off with a seemingly straightforward question: “When's the best time for a brand refresh?”


Here's what we think at BRS Branding: established brands should ponder how a brand refresh could fuel their growth, influence, and cultivate positive brand associations. This might come into play after a merger or acquisition, during a sales slump, or when introducing new products or services.


At times, it's about staying relevant, other times it's about drawing in fresh customers and reigniting the interest of existing ones.


And occasionally, it's just about steering the conversation in a new direction.


To sum up, if you're seeing a dip in sales, struggling to attract new customers, or finding it tough to reconnect with your current ones, it might be time to think about investing in a brand refresh.


Want to talk about your concerns about your brand?

Contact me:

Blanca Ruíz

Brand Strategy Consultant and Identity Designer





BRS Studio. Brand Strategy, Brand Identity Design, Logo design, marketing collateral design, style guides design, illustration.

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