{"id":778,"date":"2019-03-22T03:48:00","date_gmt":"2019-03-22T07:48:00","guid":{"rendered":"https:\/\/dev.ironmarkusa.com\/how-to-prepare-for-a-brand-refresh\/"},"modified":"2025-08-29T14:25:53","modified_gmt":"2025-08-29T18:25:53","slug":"how-to-prepare-for-a-brand-refresh","status":"publish","type":"post","link":"https:\/\/ironmarkusa.com\/how-to-prepare-for-a-brand-refresh\/","title":{"rendered":"How to Prepare for a Brand Refresh"},"content":{"rendered":"\n

It\u2019s difficult to admit, but you\u2019ve fallen out of love. Your brand used to give you butterflies in your stomach, but now, you\u2019re wondering if you\u2019d be better off as friends.<\/p>\n\n\n\n

Instead of giving up on your brand completely, it might be time for a refresh. A brand refresh will bring back that loving feeling for you and your customers.<\/p>\n\n\n\n

What to Expect During a Brand Refresh<\/h2>\n\n\n\n

A brand refresh is an opportunity to change your messaging and the emotional appeal you make to your customers. The refresh should also incorporate the changes your business has made since the brand was originally built.<\/p>\n\n\n\n

This process can seem overwhelming. You will have to change marketing materials, and you might need to redesign your logo and other graphics. Even your social media channels will be impacted.<\/p>\n\n\n\n

While it seems like a lot to handle, you can make the process simple with the right amount of preparation.<\/p>\n\n\n\n

Related:\u00a05 Things You Need for Your First Design Meeting<\/strong><\/a><\/p>\n\n\n\n

1. Have a Specific Goal in Mind<\/h3>\n\n\n\n

Define your brand\u2019s priorities and values, and then use that information to set your goals. What do you want your brand to look like after the refresh? What do you hope to accomplish? Use SMART goal setting<\/a> (specific, measurable, achievable, relevant, and time-bound) to give your company honest expectations and hopes for the process.<\/p>\n\n\n\n

2. Know What You Like and Don\u2019t Like About Your Current Branding<\/h3>\n\n\n\n

You\u2019ve worked hard to create your current brand identity, and you do not want to start from scratch during the refresh. Identify the aspects of the identity that you like, so you can incorporate them into your new branding.<\/p>\n\n\n\n

At the same time, it\u2019s also important to understand what you don\u2019t like. If you are unhappy with an aspect of your branding \u2013 logo design, tagline, brand colors, in-store signage, personality \u2013 you need to leave it on the cutting room floor during the refresh. At the very least, that aspect needs to be updated to reflect your current goals.<\/p>\n\n\n\n

Related:\u00a0What Your Graphic Designers Need to Hit the Mark<\/strong><\/a><\/p>\n\n\n\n

3. Identify Your Brand\u2019s Story<\/h3>\n\n\n\n

Storytelling is a huge part of the branding process. The most successful brands know how to tell stories. Even if your business is relatively new, you can talk about how your company was founded, you can spotlight employees, and talk about your mission or vision for the future. Find a way to incorporate our unique voice into your brand refresh.<\/p>\n\n\n\n

4. Conduct Market Research<\/h3>\n\n\n\n

Analyze the market and competitors to ensure your new branding will be a hit with your buyer personas<\/a>. Look at design elements and messaging so your refresh will be on point. The idea is to pull even more target customers in with the refresh, and research can help with that.<\/p>\n\n\n\n

5. Maintain a Consistent Message<\/h3>\n\n\n\n

A brand refresh is an excellent time to make changes, but don\u2019t change the focus of the brand too much. Your brand messaging needs to stay consistent at its core, even though you can adopt some key changes. If you have a large customer base, don\u2019t make radical changes that could put off your customers.<\/p>\n\n\n\n

Related:\u00a0How to Write a Creative Brief Your Designer Will Love<\/strong><\/a><\/p>\n\n\n\n

Don\u2019t Be Afraid of Change<\/h3>\n\n\n\n

Many brands are afraid of a refresh because they fear change. Change can be frightening, but it can also be beneficial. If your brand is feeling a bit stale, analyze the issue and come up with fun and creative ways to give it a much-needed spark.<\/p>\n\n\n\n

If you\u2019re not sure exactly how to get started, that\u2019s OK. The creative and marketing experts at Ironmark can help you evaluate what is and isn\u2019t working for your brand and make recommendations for the future. Drop us a line today<\/a> to see where your new branding can take you!<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s difficult to admit, but you\u2019ve fallen out of love. Your brand used to give you butterflies in your stomach,…<\/p>\n","protected":false},"author":22,"featured_media":779,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[35,19],"class_list":["post-778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-industries","tag-branding","tag-design"],"acf":[],"yoast_head":"\nHow to Prepare for a Brand Refresh - Article<\/title>\n<meta name=\"description\" content=\"So you\u2019ve fallen out of love with your brand... Instead of giving it up on it completely, it might be time for a refresh. A brand refresh will bring back that loving feeling for you and your customers. 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