The Crimson Wizard

8 Strategies for a Successful Brand Refresh: Transforming Your Business for Success

A brand refresh is like giving your existing brand a makeover, without completely changing its core identity. Today, maintaining a relevant and appealing brand image is paramount. This is where a strategic brand refresh comes into play. A brand refresh involves updating and revitalizing key elements of your brand, such as your logo, messaging, and overall visual identity. It’s not about a complete overhaul but rather a strategic refinement to ensure that your brand stays in tune with the changing market dynamics.

Why is a Brand Refresh Important for Companies?

1. Adaptability to Market Trends: Markets are dynamic, and consumer preferences constantly evolve. A brand refresh empowers your business to gracefully navigate these dynamic changes, guaranteeing that your brand not only keeps pace with the evolving landscape but also radiates contemporaneity, establishing a profound connection with your intended audience.

Let’s take Starbuck as an example. In 2017, Starbucks underwent a brand refresh by simplifying its iconic logo. The removal of the brand name and focus on the Siren symbol not only modernized the brand but also made it more adaptable across various platforms and merchandise.

2. Competitive Edge: In a competitive business environment, standing out is crucial. A meticulously implemented brand refresh serves as a strategic catalyst, endowing your company with a distinct competitive edge. This differentiation from competitors not only grabs the spotlight but also captivates the interest of potential customers, setting the stage for heightened attention and engagement.

Domino’s Pizza, for example,  embarked on a brand refresh in 2012, acknowledging criticisms about the quality of their pizza. They not only revamped their recipes but also updated their logo and messaging. This move helped them differentiate from competitors and improve their market position.

3. Alignment with Company Growth: As your company grows and evolves, so should your brand. A brand refresh aligns your visual identity and messaging with your current business goals and values, fostering a cohesive and unified image.

Consider, for instance, that in 2000, Amazon unveiled its new logo, incorporating a curved arrow from A to Z, symbolizing the extensive range of products available on the platform. This symbol conveys the happiness and satisfaction of the customer after making a purchase on Amazon.

4. Relevance and Modernity: An outdated brand can send the wrong message to consumers. A brand refresh ensures that your business looks current and relevant, conveying the impression of a company that is in touch with the latest trends and innovations.

Let’s look at Old Spice, a classic men’s grooming brand, which underwent a remarkable brand refresh in the late 2000s. Traditionally associated with an older demographic, the company aimed to capture the attention of a younger audience. The use of social media platforms, engaging content, and a witty tone in advertising contributed to a significant shift in perception. Old Spice successfully navigated the challenge of staying relevant while preserving its heritage, proving that a brand refresh can transcend generational boundaries and breathe new life into established brands.

5. Digital Presence Optimization: With the increasing importance of online presence, a brand refresh often includes optimizing your digital assets. This contributes positively to the impact of the company’s search engine ranking as well as makes it easier for potential customers to discover and engage with the brand online.

Google Workspace is a great example to explain this. In 2020, Google updated its G Suite to Google Workspace, featuring a brand refresh. The move not only streamlined its product offerings but also optimized its digital presence, making it more user-friendly and accessible for businesses relying on collaboration tools.

6. Enhanced Customer Perception: The way customers perceive your brand directly influences their purchasing decisions. A refreshed brand communicates that your business is proactive, innovative, and committed to delivering value, thereby enhancing customer trust and loyalty.

Let’s see an example of McDonald’s to understand this. In the mid-2010s to address changing consumer preferences McDonald’s introduced a new logo and restaurant design, emphasising a more modern and welcoming atmosphere. Importantly, McDonald’s also revamped its menu by incorporating healthier options, responding to the growing demand for nutritious choices.

Pivotal aspects in which a brand refresh takes place:

1. Logo Evolution:

The logo is the face of your brand, and subtle changes can make a significant impact. A brand refresh might involve modernizing the logo, simplifying its design, or adjusting its elements to better align with the evolving brand identity.

Read More: 12 Do’s and Don’ts for Creating a Perfect Logo

2. Color Palette Reimagining:

Colors evoke emotions and perceptions. A brand refresh often includes a reconsideration of the color palette to ensure it reflects the desired brand personality. This may involve introducing new colors, adjusting shades, or simplifying the palette for a more cohesive look.

3. Typography Refinement:

Fonts play a crucial role in conveying brand tone and style. A brand refresh might involve updating the typography to achieve a more contemporary or timeless appearance. This includes choosing fonts that align with the brand’s personality and are easily readable across various platforms.

4. Website Overhaul:

In the digital age, your website is often the first point of contact for potential customers. A brand refresh frequently includes a website overhaul, incorporating modern design trends, improving user experience, and ensuring seamless navigation. This not only enhances the visual appeal but also aligns the online presence with the refreshed brand identity.

Read More: Navigating the 8 Stages of Web Development Process for Digital Excellence

5. Collateral Material Redesign:

Business cards, brochures, and other printed materials are extensions of your brand. A brand refresh may involve redesigning these collateral materials to showcase the updated visual elements, ensuring consistency across all touchpoints and reinforcing the refreshed brand image.

6. Messaging Adjustments:

Words matter. A brand refresh often includes a review of messaging to ensure it aligns with the updated brand identity. This might involve refining taglines, updating mission statements, and crafting communication that resonates with the target audience.

7. Social Media Realignment:

Social media is a powerful platform for brand communication. A brand refresh includes realigning social media profiles with the updated visual elements, ensuring a cohesive and recognizable presence across various social channels.

8. Product and Packaging Enhancements:

For companies offering physical products, a brand refresh may extend to product design and packaging. This can involve incorporating new visual elements, updating packaging materials, or aligning product aesthetics with the refreshed brand identity.

Strategies for Brand Refresh:

1. Clear Objectives:

Define clear and specific objectives for the brand refresh. Understand why the refresh is necessary and what goals it aims to achieve.

Key Considerations: Identify whether the refresh is driven by a need for modernization, a shift in target audience, addressing negative perceptions, staying competitive, or other strategic reasons.

2. Comprehensive Brand Audit:

Conduct a thorough brand audit to assess the current brand positioning, market perception, visual identity, messaging, and overall brand equity.

Key Considerations: Evaluate the strengths, weaknesses, opportunities, and threats (SWOT) of the existing brand. Understand what elements are working well and what areas need improvement.

3. Consumer Research:

Gather insights from your target audience through consumer research. Understand their preferences, expectations, and perceptions of the brand.

Key Considerations: Conduct surveys, focus groups, interviews, or use other research methods to gain valuable input from your audience. Analyze the data to inform the refresh strategy.

4. Alignment with Brand Values:

Ensure that the refreshed brand aligns with the core values, mission, and vision of the organization. Consistency with the brand’s essence is crucial.

Key Considerations: Assess whether the proposed changes resonate with the fundamental values that define the brand. Ensure that the refresh maintains the authenticity and integrity of the brand.

5. Consistent Brand Experience:

Ensure consistency across all touchpoints. The refreshed brand should deliver a cohesive experience across products, services, marketing materials, and online platforms.

Key Considerations: Evaluate how the changes will manifest in various elements, including logos, colors, messaging, packaging, and the online presence. Consistency builds brand recognition and trust.

6. Effective Communication Strategy:

Develop a comprehensive communication strategy to unveil the brand refresh. Clearly communicate the reasons behind the changes and the benefits for the audience.

Key Consideration: Utilize a mix of PR, marketing, and digital channels to communicate the brand refresh. Provide a narrative that tells the brand’s story and resonates with stakeholders.

7. Measurable Metrics for Success:

Define key performance indicators (KPIs) to measure the success of the brand refresh. Establish benchmarks and goals to track progress.

Key Considerations: Metrics may include changes in brand perception, customer engagement, sales, market share, and other relevant indicators. Regularly assess performance against established benchmarks.

8. Flexibility for Future Growth:

Consider the long-term implications of the brand refresh. Ensure that the refreshed brand is flexible enough to accommodate future growth and changes in the business environment.

Key Considerations: Anticipate how the brand will evolve over time. Build a refreshed identity that can adapt to emerging trends and market shifts without requiring frequent major overhauls.

Here’s an example of a successful brand refresh: Burger King

Burger King faced challenges such as declining sales, a lack of differentiation from competitors, and a somewhat outdated image. Their branding felt generic and lacked a clear identity, with a logo that hadn’t significantly changed in decades.

In 2021 Burger King opted for a bold refresh that reintroduced elements from its past:

  • Retro-inspired logo: They revived a version of their 1969 logo—a stylized bun encasing the brand name—evoking a sense of nostalgia and authenticity.
  • Simplified color palette: Burger King reduced their colors to a classic red, brown, and orange scheme, creating a more cohesive and visually appealing look.
  • Focus on core menu items: They emphasized their signature flame-grilled burgers and classic menu items, reinforcing their commitment to quality and taste.
  • Playful and irreverent tone: Burger King embraced a more humorous and unconventional approach to marketing, standing out from competitors and connecting with younger audiences.


The refresh has been well-received, generating positive buzz and results:

  • Increased brand awareness and engagement: The nostalgic logo and playful marketing sparked conversations and social media engagement, boosting brand visibility.
  • Enhanced brand perception: Burger King is now seen as a more authentic, fun, and confident brand, appealing to a broader audience.
  • Improved sales performance: Early reports indicate a positive impact on sales, suggesting customers are responding well to the refreshed brand.

Example of an unsuccessful Brand refresh: Gap

One of the most well-known and widely discussed examples of an unsuccessful brand refresh is Gap’s logo change in 2010. Here’s why it didn’t work:

The New Logo:

  • Loss of Recognition: The new logo replaced the iconic blue box and Helvetica font with a plain “gap” in a thinner, sans-serif typeface. This drastic change left customers confused and unable to easily recognize the brand.
  • Lack of Connection: The new logo felt generic and devoid of personality, losing the warmth and familiarity associated with the original design.
  • Poor Timing: The refresh coincided with a period of declining sales and competitive pressure, leading to speculation that the logo change was a desperate attempt to revive the brand, further alienating customers.

Communication Mishaps:

  • No Explanation: Gap failed to adequately explain the reasoning behind the new logo, leaving customers feeling uninformed and disengaged.
  • Public Backlash: The negative feedback online and in the media was swift and overwhelming, forcing Gap to backtrack and revert to the original logo within a week.

Lessons Learned:

  • Respecting Brand Heritage: Brands like Gap have built an identity over decades. A refresh should carefully consider and evolve existing elements, not discard them entirely.
  • Understanding Customer Perception: Consumer opinion matters. Extensive research and testing before implementation can prevent misunderstandings and negative reactions.
  • Transparent Communication: Clearly explain the rationale and desired outcome of a brand refresh to engage customers and avoid confusion.

Final Thoughts

Brand refreshes, extending beyond mere cosmetic changes, serve as a strategic tool for companies to stay in the public conversation. By embracing modern aesthetics, aligning with market trends, and enhancing customer perception, a well-executed brand refresh positions a company as dynamic, forward-thinking, and attentive to the needs of its audience. In an era where first impressions are often digital, a refreshed brand not only captures attention but also ensures a lasting impact in the minds of consumers, fostering trust and loyalty.

Embark on a journey of brand refresh with The Crimson Wizard. Our team of creative experts is committed to crafting your unique and compelling brand identities ideas that resonate with your audience. From logo redesigns to new website designs, our services are tailored to elevate your brand. Check what services we provide here. Explore our portfolio to witness the transformative impact of our work here. Let The Crimson Wizard be your partner in revitalizing your brand for a future of success.

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