VP of Brand & Creative Strategy
Refreshing your brand is like a car wash for your company- it’s the perfect chance to clean shop, spruce up, and make your organization shine.
Why do a brand refresh? The answer is simple: for a better-looking and functioning business that drives more customers to your doorstep!
Read on to find out why brand refreshes are so important, the benefits and costs of doing one, our refresh checklist, and how a creative agency can help you succeed in continuing brand development.
A brand refresh is the process of tweaking and updating your brand without a complete overhaul in image. This can be done with:
Doing a rebrand is like erasing and starting with a clean slate. Branding experts at creative agencies tear down the old to build something different, such as rebranding from marketing consultant to interior designer. This includes:
As you think about doing a brand refresh vs. a rebrand, it’s essential to keep in mind your company’s future. The visuals need to match where you are headed. Ask yourself- has your audience remained the same? Is your message still relevant?
If your brand is a little dated or has lost its energy but still serves as an excellent representation for your business, then you should opt to hit the refresh button.
Simply put: evolve with the times. What may have worked five to ten years ago might not work now.
Think about an iceberg- sometimes, what’s underneath is much more substantial (and just as important) as what is apparent to the naked eye.
It takes evaluating what’s below the surface, such as website function, customer demographic, customer support, and social media strategies, to ensure that what’s visible (your logo, color pallet, mission statement, website, and marketing channels) is at its best version.
Brand refreshes are a chance to address what’s not being seen, so that what is seen is a beautifully accurate representation of your company!
By making minor improvements, you can reap the benefits, including:
Why Does This Matter?
Step 1: Do a brand investigation phase, and be honest with yourself
Step 4: Plan your refresh
Above all, ensure that all of the updates reflect your current objectives!
The most important part of this step is internal communication: having your employees buy into the marketing strategy is critical. Make sure your team is on board, informed, and effectively communicating your message.
Launch your brand refresh across your website and all of your marketing platforms. Watch as your brand will transform while maintaining its authenticity and customer relationships along the way!
Part of the battle is enlisting the proper creative agency to refresh your brand. We, at Cumberland Marketing, have extensive experience in this area.
Check out how we took Prendergast Construction to the next level by refreshing their branding, website, and video & photography content.
Through corporate video production, website hero videos, and elevated product demonstrations, we were able to help countless brands better reflect who they are and influence new customers.
Statistically speaking, brand refreshes are more cost-effective than rebrands- and they can be done very quickly.
On average, expect it to take 2-4 months, and the price depends on how intensive the project is, how many team members it involves, how much time it will take, and if a company needs help pitching it to their key stakeholders. A brand refresh is typically priced per project, so it’s best to reach out for a consultation. Whether you’re updating just digital or digital and print will make a difference in cost.
Fear not: We work with brands across a variety of industries to help find the best budget-friendly fit for them!