After working hard to develop a good reputation and loyal customers who recognise your brand why would you consider a refresh?

• A refresh illustrates company development/growth and success
•  It shows investment in the future
• Modernising your brand appeal to a wider ‘evolving’ audience
• Gives you the opportunity to review all communication materials to ensure a consistent up to date message
• Re-vitalises your approach to market
• Draws attention on your company not just your product/services
• If your services have matured a re-fresh will re-invigorate their appeal
• It allows you to re-connect with your past and existing customers.
• Adds value to your company!

Key tips – Maintain elements of your existing brand:

• It takes time to develop brand recognition by keeping elements or a flavour of your previous brand you appear to be true to your roots, while moving to the future. This allows you to retain current customer loyalty while appealing to new audiences.
• Brand re-development is not a regular thing. Because of the time it takes to establish a brand within the market a brand re-fresh should only be done when there is a big strategic repositioning required within the marketplace, or to establish your foothold in a highly competitive market.