Brand refresh checklist

A brand refresh checklist is a tool that businesses use to ensure that their brand stays consistent and up-to-date. It typically includes items such as checking the brand messaging, updating the visuals, and reviewing the brand guidelines.

A brand refresh checklist also helps to ensure that branding is consistent across all platforms, from social media to physical stores. It can also help to identify any potential areas of improvement, allowing businesses to make necessary changes to ensure their brand remains relevant. Take a look below and review the checklist below to ensure you have covered everything regarding a brand refresh.

Once you have reviewed all of the items, you can then create a plan of action and start implementing the changes. It is important to stay organised and track progress to ensure that the refresh is completed in a timely manner. Additionally, it’s important to have a team dedicated to managing the process.

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Make sure you have covered everything regarding a brand refresh by reviewing the checklist below.

Step 1. Conduct competitor analysis and do a brand audit
Competitor analysis is a fundamental step in the brand refresh. It is beneficial to check if other brands have already carried out this process and what changes they have made. It is also worth investigating which company in your industry is attracting the most new customers and has a leading edge in the market. Based on the observations, you can draw conclusions, which will enable you to develop an appropriate brand refresh strategy.

Another very important part of the brand refresh is the brand audit, i.e., an analysis of your current brand situation in order to decide what needs to be changed.

Step 2. Change your brand logo
Your existing logo may become boring and fails to attract attention. It is sometimes helpful, or even necessary, to implement far-reaching changes. A new logo design may require updating all the design elements, such as adding new fonts, graphics, and colours.

These changes will help your brand to be noticed (and very likely appreciated), especially if they are consistent with the entire brand image. This is a simple step for a company to increase sales and a chance of succeeding.

Step 3. Awaken new emotions in recipients
It is worth considering whether you brand still evokes any emotions. What interested your prospects just a few years ago has probably now evolved in completely different directions. If that is the case, it is time for a change in communication. A brand refresh is not only about changes to visual identity, but also in regards to communication on your website or in social media channels. Brand ambassadors also evoke emotions among customers, especially if they are valued and famous people.

Step 4. Open new communication channels with customers
When you refresh the brand, you should take opening new communication channels with customers into account. If you run an online store, think about a store blog that will position you as an industry expert. You can also set up a YouTube channel or social media accounts. Communication is one of the most important marketing activities that you should focus on very intensively. Recipients really appreciate this element of branding. It can also help you significantly expand your customer base.

Step 5. Create a new brand identity
The visual refresh includes not only updating the old logo, but also other elements of the visual identity. Visual branding is extremely important if a brand is to be successful and gain new audiences. In addition to the new logo, a colour palette and typography also should be considered.

Step 6. Refresh your website
If you have decided to refresh the visual identity of your brand, you must also modify the website. However, this does not require you to create a completely new digital space. All you need to do is add a new logo or change the colours, fonts and graphics.
However, if you introduce changes in communication with customers, it is worth informing them about it on the website. Add social media icons if you have created new accounts, and implement a chat or a contact form if you have not done this already. Any such action will be beneficial for your company and will increase interest in your products.

Step 7. Start new PR and Social activities
You should also launch a PR/Social campaign to inform prospects about the recent brand updates. What actions can you take? For example, buy sponsored articles, add a case study on your business blog, send a newsletter, or even get the industry media interested in changes in your company.


What is a brand refresh?

A brand refresh is a marketing technique which updates a company's existing brand identity to better reflect the current trends and values of the target market. This is done by updating the brand's visual elements, such as logo design, color palette, and typography. Additionally, the company may also update its messaging and strategy to better align with the target audience.

Why is it important to keep your brand up to date?

Keeping your brand up to date is important because it ensures that your brand stays relevant and resonates with your target audience. It also helps to create an image of stability and consistency, which can help to build trust and credibility. Additionally, staying up to date can help to create a competitive edge and ensure that your brand stands out from the competition.

What is the difference between branding and rebranding?

Branding is the process of creating a brand identity, which includes creating a unique name and logo, as well as creating a message and image that resonates with the target audience. Rebranding is the process of updating an existing brand identity to give it a more modern or contemporary look.

What is involved in a brand strategy project?

A brand strategy project involves analysing a company's brand identity, values, and goals to determine the best way to communicate those to the public. It typically includes developing a comprehensive marketing plan, creating a brand identity, and creating a strategy for engaging with customers.
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