Time for a Refresh

As I am sitting here at a rented condo near some beach, some where, I am thinking about the importance of a refresh.

Life needs refreshes. People need refreshes. This is certainly doing the trick despite the rain. I've learned long ago that rain shouldn't be a wrecker of good times. It should just make the challenge of a good time that much more exciting.

Having a break from the everyday tasks will be enough for a personal refresh.

However, businesses also need a refresh. This can mean a bunch of things. In the case of a brand refresh, it is thought that it is for the purpose of the customers. Really, this is for the employees and entire staff. Because if they are rejuvenated, then that excitement has no where else to go BUT to the customers.

I love that excitement and that's why I love creating, then implementing brand refreshes.

Here's some thoughts:

Three reasons for a brand refresh.

1. Change of ownership. You're the new owner, you have a vision, and the trajectory is about to change. Make sure the brand is trajectory-ing in that same direction.

2. Clarified goals in your business. This is generally after a few years in operation. You see the business growing strong, gears are turning, but the 'startup' logo and branding is no longer relevant for the target market. Think of it as a sports team. You want your customers to LOVE your brand so much they cheer for you in public.

3. Change in name. In some cases, you do not need to change your brand. But if the name changes, therefore labeling needs to change, this is a great opportunity to refresh the branding. This is like giving your home a new coat of paint, inside and out.

There are more reasons to do a refresh and different levels of implementation. No matter how successful a business can be, the brand can get away from you. The above image is a refresh I did for the Sevier County Heritage Museum in 2019. Now that it is changes hands, I am wondering if this is about to be refreshed again... We shall see.

I dare you to take this PDF checklist below and review your brand. You might be surprised at what is missing, outdated, or completely incorrect in its design. Inconsistent branding will influence the branding of customer service, the messaging, the sales, oh my!

Do you need a complete refresh or simply a "spring cleaning"?

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Rate your Brand Stand-ing

If all are consistent: Superstar rating!

10-15 items complete: Meh, but there's hope.

Less than 10: Please call me. I will be easy on you.