GTM Dictionary

The Go-to-Market Dictionary: Brand Refresh

Learn everything you need to know about refreshing your brand and successfully launching it to the market with our comprehensive Go-to-Market Dictionary.

As businesses evolve and adapt to changing market landscapes, they will eventually encounter the need for a brand refresh. Whether it's due to a shift in target demographics, changes in consumer behaviors, or the introduction of new competitors, the decision to refresh your brand should never be taken lightly. In this article, we'll explore the concept of a brand refresh, its importance, key elements of a successful refresh, the refresh process, and successful case studies for your inspiration.

Understanding The Concept of a Brand Refresh

Before we dive into what a brand refresh entails, let's begin with a definition of the term.

A brand refresh is an important marketing strategy that aims to update and modernize an existing brand's identity, messaging, or visual elements. It is a way to breathe new life into the brand while still maintaining its core values and identity. A brand refresh can include changes to the brand's logo, color scheme, typography, messaging, and overall visual style.

A brand refresh is not a complete rebranding, which involves a complete overhaul of the brand's identity and messaging. Instead, a brand refresh is a way to evolve and adapt the brand to stay relevant in a constantly changing market.

What is Involved in a Brand Refresh?

A brand refresh can involve a variety of changes to the brand's identity and messaging. Some common elements that may be updated include:

  • The brand's logo
  • The brand's color scheme
  • The brand's typography
  • The brand's messaging and tagline
  • The brand's visual style and imagery

These changes can be subtle or more significant, depending on the goals and needs of the brand. The goal is to create a refreshed brand that is modern, relevant, and appealing to customers.

Why is a Brand Refresh Important?

A brand refresh is an important marketing strategy that can have many benefits for a company. Here are some reasons why a brand refresh may be important:

  • Stay Relevant: In today's fast-paced market, it's important for brands to stay relevant and up-to-date. A brand refresh can help a company keep up with the latest trends and consumer behaviors while still maintaining its unique identity and personality.
  • Attract New Customers: A brand refresh can help a company attract new customers who may have overlooked the brand in the past. By updating the brand's identity and messaging, a company can appeal to a wider audience and generate new interest in the brand.
  • Maintain Customer Base: A brand refresh can also help a company maintain its current customer base by keeping the brand fresh and exciting. Customers may become bored or disinterested in a brand that never changes, so a brand refresh can help keep customers engaged and loyal.
  • Distinguish from Competitors: A brand refresh can help a company stand out from its competitors by creating a unique and memorable identity. By updating the brand's messaging and visual elements, a company can differentiate itself from other brands in the same market.

Overall, a brand refresh is an important marketing strategy that can help a company stay relevant, attract new customers, and maintain its current customer base. By updating the brand's identity and messaging, a company can create a refreshed brand that is modern, relevant, and appealing to customers.

Key Elements of a Successful Brand Refresh

A brand refresh can be a powerful tool for staying relevant and competitive in today's fast-paced business world. While each brand refresh is unique, there are specific key elements that all successful refreshes share. A successful brand refresh can help you build brand awareness, increase customer engagement, and ultimately drive sales and revenue.

Reevaluating Your Brand Identity

The first step in any successful brand refresh is to take a step back and reevaluate your brand identity. This means looking at your brand's values, personality, and message to ensure they align with your current market and target audiences. By doing this, you can identify areas that need refreshing and make changes that will help your brand better resonate with your customers.

When reevaluating your brand identity, it's important to consider your brand's mission statement, brand promise, and brand personality. Your mission statement should clearly define your brand's purpose and goals, while your brand promise should communicate the value your brand delivers to customers. Your brand personality should reflect the emotions and characteristics that your brand embodies, such as trustworthiness, innovation, or creativity.

Updating Your Brand Messaging

Your brand messaging is a critical component of your brand identity, as it tells a compelling story and communicates your brand's unique value proposition. Updating your messaging can help ensure it resonates with your target audience and sets your brand apart from competitors. Your messaging should be clear, concise, and consistent across all channels and touchpoints.

When updating your brand messaging, it's important to consider your target audience and the key benefits your brand delivers to them. You should also consider the tone and voice of your messaging, as well as the language and terminology you use. By crafting messaging that resonates with your target audience, you can build stronger connections and drive greater engagement with your brand.

Redesigning Your Visual Identity

Your visual identity is often the first thing customers will notice about your brand. A successful visual redesign will help modernize your brand without losing its core identity and personality. You may also consider updating your logo, colors, and typography to create a more cohesive and memorable visual experience.

When redesigning your visual identity, it's important to consider your brand's personality and values, as well as the preferences and expectations of your target audience. You should also consider the visual trends and styles that are currently popular in your industry, as well as the unique visual elements that set your brand apart from competitors.

Aligning Your Brand with Current Market Trends

Staying current with market trends is critical to keep your brand relevant and competitive. This may include changes to your marketing and advertising strategies, such as incorporating new social media platforms or adjusting your messaging to meet the needs of new market segments.

When aligning your brand with current market trends, it's important to consider the evolving needs and preferences of your target audience. You should also stay up-to-date on the latest industry trends and innovations, and be willing to adapt your brand strategy as needed to stay ahead of the competition.

By following these key elements, you can ensure that your brand refresh is a success and helps your brand stay relevant and competitive in today's fast-paced business world.

The Brand Refresh Process

The brand refresh process is an essential step for any brand looking to stay relevant and competitive in their industry. It involves a series of steps that must be executed with care and precision to ensure the brand's success.

Conducting a Brand Audit

The first step in the brand refresh process is to conduct a brand audit. This involves taking a deep dive into your brand identity, messaging, and visual elements to identify areas for improvement. A brand audit can help you understand how customers perceive your brand and identify any gaps in your branding strategy.

During the brand audit, you should review your brand's mission statement, values, and messaging to ensure they align with your target audience's needs and wants. You should also analyze your visual identity, including your logo, color palette, and typography, to ensure they are consistent and memorable.

Identifying Areas for Improvement

After completing your brand audit, you'll have a better understanding of where your brand falls short. Use this information to identify specific areas for improvement and set clear goals for your refresh. These goals should be realistic, measurable, and aligned with your overall business objectives.

For example, if your brand's messaging is inconsistent, you may set a goal to develop a clear brand voice and tone that resonates with your target audience. Or, if your visual identity is outdated, you may set a goal to redesign your logo and update your color palette to better reflect your brand's personality.

Developing a Brand Refresh Strategy

With your goals in mind, it's time to develop a strategy for your brand refresh. This will likely involve collaboration with your marketing team or outside agencies to design and execute a refresh that meets your vision and goals.

Your brand refresh strategy should include a timeline, budget, and a detailed plan for executing each element of the refresh. This may include redesigning your website, updating your social media profiles, creating new advertising campaigns, and updating your product packaging.

Implementing the Refreshed Brand Elements

Once the strategy is in place, it is time to implement the refreshed brand elements into all touchpoints, including your website, social media profiles, advertising, and product packaging. This process should be well organized and implemented with care to ensure accuracy and consistency across all customer touchpoints.

During the implementation phase, it's essential to pay attention to the details. Make sure all brand elements are updated and consistent across all platforms and that any new messaging is aligned with your brand's values and personality.

Measuring the Impact of Your Brand Refresh

To ensure your brand refresh was successful, you'll need to measure its impact. Metrics like increased website traffic, social media engagement, and sales figures can all help determine the success of your brand refresh.

It's important to track these metrics over time to see how your brand refresh has impacted your business. If you're not seeing the results you expected, you may need to adjust your strategy or messaging to better resonate with your target audience.

Overall, a brand refresh can be a powerful tool for reinvigorating your brand and staying competitive in your industry. By following a thoughtful and strategic approach, you can ensure your brand refresh is a success and helps your business achieve its goals.

Case Studies: Successful Brand Refreshes

Now that we've explored the concept of a brand refresh and key elements of a successful refresh, let's take a look at some case studies of successful brand refreshes for inspiration.

Example 1: Company A's Brand Refresh Journey

Company A was an established healthcare company that needed to refresh its aging brand to remain competitive. They conducted a comprehensive brand audit, identified weaknesses, developed a refresh strategy, and implemented the refreshed elements across all touchpoints. The company saw a 30% increase in website traffic and a 20% increase in customer engagement.

Example 2: Company B's Rebranding Success

Company B was a startup in the legal tech space looking to differentiate itself from its competitors. They undertook a rebrand and successfully updated their messaging to reflect their unique value proposition. This, coupled with a comprehensive digital marketing campaign, helped them achieve a 35% increase in customer acquisition in just six months.

Example 3: Company C's Brand Evolution

Company C was a luxury fashion brand that needed to modernize its image to appeal to a younger audience. They conducted a brand audit, updated their visual elements, and aligned their messaging with current market trends. In just one year, the company saw a 50% increase in sales figures and a 25% increase in brand awareness among their target demographic.


A brand refresh is an effective way to modernize and update your brand without losing its core identity and personality. By following the key elements of a successful refresh and a well-organized process, you can update your brand to remain relevant and competitive in your market. Remember to monitor the results of your refresh continually to ensure it meets your goals and resonates with your target audience.