The Best Way to Do a Brand Refresh (Without Losing Your Identity)
When It’s Time for a Brand Refresh
Your brand isn’t meant to stay the same forever. As your business grows, your audience evolves, and market trends shift, your brand should adapt too. But that doesn’t mean throwing everything out and starting from scratch. A strategic brand refresh can keep you relevant, modern, and competitive—without confusing your audience or losing what makes your brand unique.
When I was working at Social Marketing @ Griffith, we conducted co-design workshops to test how proposed branding changes for one of their research brand projects would impact audience connection and reach. Through this process, we discovered that certain changes could have unintended negative effects, highlighting the importance of a strategic and research-driven approach to brand refreshes.
So, how do you refresh your brand the right way?
1.Identify Why You Need a Refresh (Not a Full Rebrand)
Not every brand needs a major change. The key to a successful refresh is understanding what needs updating and why. Ask yourself:
Has my audience shifted?
Does my brand feel outdated compared to competitors?
Am I expanding into new markets or services?
Are my visuals or messaging inconsistent across platforms?
If you answered yes to any of these, a refresh might be in order.
Example: Airbnb refined its logo and messaging to reflect its community-driven mission—without losing the recognition it had built over the years.
What not to do: Rebranding just because you feel bored with your logo can backfire. Your customers value consistency. Frequent changes can confuse your audience and weaken trust.
2. Keep Your Core Brand Elements Intact
Refreshing your brand doesn’t mean erasing its identity. The most successful brand updates preserve recognisable elements while refining details.
Update, don’t erase – Modify typography, tweak colours, or refine messaging while maintaining brand essence.
Maintain recognition – If your logo has strong brand equity, opt for small refinements instead of drastic redesigns.
Example: Google has refreshed its logo multiple times, but has always maintained its recognisable colour palette and simplicity.
What not to do: Changing too much too quickly. Tropicana once redesigned its packaging so drastically that customers didn’t recognise it—and sales dropped 20%.
3. Align Your Visuals & Messaging for Consistency
A brand refresh should be cohesive across all platforms. If your new logo is sleek and modern, but your website still looks outdated, the disconnect will confuse customers.
Update your logo, colours, and typography across all channels (website, emails, packaging, social media).
Ensure your messaging and tone of voice feel cohesive.
Create a brand style guide to keep things consistent moving forward.
Example: Mastercard removed its name from the logo while keeping its iconic red and yellow circles. The update was minimal but powerful, modernising the brand while maintaining recognition.
What not to do: Roll out changes inconsistently—if your website says one thing and your social media says another, customers will be left wondering what your brand stands for.
4. Involve Your Audience in the Process
Your brand isn’t just about you—it’s about the people who support you. Before making changes:
Gather feedback from customers – What do they love about your brand? What do they wish was different?
Test new visuals and messaging – A/B testing on social media can show what resonates most.
Communicate the change clearly – Let your audience know why you’re refreshing and what’s changing.
Example: Mailchimp embraced a playful and creative brand refresh, tweaking its logo, typography, and messaging while maintaining its fun personality. The company kept customers engaged by involving them in the process and rolling out changes gradually.
What not to do: Dropping a brand refresh without any explanation. Customers might assume your company got acquired or lost its identity.
5. Measure the Impact & Adjust as Needed
After launching your refreshed brand, track key metrics to see how it’s performing.
Are engagement and conversions improving?
Are customers responding positively to the new look and feel?
Do people still recognise your brand easily?
If something isn’t landing as expected, adjust accordingly. A refresh is about improvement, not perfection.
Example: Burberry did a brand refresh in 2018, modernising its logo and visual identity. It was met with mixed reactions, so the company reintroduced elements of its heritage to keep loyal customers engaged.
What not to do: Ignoring feedback after the refresh—your audience’s reaction is a key indicator of whether the changes are working.
Refresh Smart, Not Recklessly
A brand refresh can breathe new life into your business, but it should be done strategically. The best approach?
Keep what works, refine what doesn’t.
Ensure consistency across all platforms.
Put your audience at the centre of the process.
Measure impact and tweak as needed.
Are you thinking of refreshing your brand? Make sure it’s a smart, strategic move—not just a design trend.
References (APA 7 Style)
Keller, K. L. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson.
Aaker, D. A. (2022). Branding in the Digital Age: Building a Strong Brand Identity. Oxford University Press.
Kapferer, J. N. (2017). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (5th ed.). Kogan Page.
Maurya, U. K., & Mishra, P. (2012). What is a brand? A perspective on brand meaning. European Journal of Business and Management, 4(3), 122-133.
Miller, D. (2017). Building a StoryBrand: Clarify Your Message So Customers Will Listen. HarperCollins Leadership.
