Your brand is more than just a logo or a set of colors. It’s the way people feel when they interact with your business. And let’s be honest: feelings can change.
Maybe you’ve noticed that your brand feels a little dated, or maybe your sales team is getting less traction than they used to. Your leadership team might be using phrases like, “It’s time for a new look.” As a marketing agency, this is one of the most common conversations we have with potential clients. Something feels “off,” but it’s hard to know whether to make a small shift or hit the full refresh button.
Here’s the truth: Not every business needs a brand refresh right this second. In fact, rebranding at the wrong time or without the right strategy can lead to confusion and costly missteps. At Green Apple, we don’t jump straight to design without taking the time to ask the right questions about why your marketing might not be working and think long-term about how branding impacts your business goals.
So how do you know if it’s time for a change?
5 Questions to Ask During a Brand Audit
1. Has your business changed?
If you’ve added new services, expanded into new markets, or shifted your business model, your brand might not reflect who you are today. A brand refresh can help you better align your marketing with your current direction and help customers understand what you do now.
2. Does your brand feel outdated?
Trends change. And while we never suggest chasing every new aesthetic, a brand that feels like it’s stuck in 2013 can quietly affect how customers perceive your relevance or expertise. If your visuals or messaging feel stale, it might be time for a modern upgrade.
3. Are you standing out or blending in?
In crowded industries, a generic brand is easy to overlook. If you’re saying the same things in the same way as your competitors, you’re missing an opportunity to differentiate. A brand refresh can help you clarify your voice and show off what makes you unique.
4. Is your team aligned on your brand story?
If your sales, marketing, and leadership teams each tell a slightly different version of your “why,” your brand might need some tightening up. A strong brand creates clarity internally before it ever reaches your audience.
5. Are you attracting the right customers?
Sometimes the brand you created years ago worked for who you were, not who you want to be. If your leads aren’t the right fit, or if they’re surprised by your pricing, process, or value, your brand might be sending mixed messages. It may be time to step back and define your ideal customer.
Brand Refresh Checklist: How to Navigate the Process with Purpose
Thinking it might be time for a refresh? Before jumping into new fonts or color palettes, here are some key steps to think through first:
Clarify your business goals.
Your brand should support your business objectives. Are you trying to grow into a new market? Launch a new service? Strengthen loyalty? Get clear on why you’re conducting a brand refresh before you decide how to move forward.
Involve the right voices.
A rebrand should never happen in a vacuum. Involve leadership, sales, customer service, and even a few trusted clients if possible. Their insights can reveal blind spots and spark better ideas.
Audit your current brand assets.
What’s working? What’s outdated? What feels inconsistent? Reviewing your website, social content, collateral, and pitch decks side-by-side can help you spot gaps and patterns so that you tell a unified brand story through your work.
Document your brand strategy.
This includes your brand story, messaging, voice and tone, visual identity, and usage guidelines. It doesn’t have to be 50 pages long, but it does need to be clear and consistent.
Create a rollout plan.
Whether you’re making small changes or launching something totally new, your brand refresh should be rolled out intentionally. That includes internal alignment, updating materials, and telling your audience why the brand is evolving.
Resources to Guide Your Brand Refresh
If you’re moving forward with a brand refresh, we’ve got you covered. Here are a few of our favorite guides to help you take your next step:
- Branding That Sticks: 5 Key Principles for Building a Strong Brand Identity
- Mood Boards: The Secret to Successful Branding and Creative Marketing
- Inspiring and Effective Examples of Brand Refreshes
- From Story to Strategy: Leveraging Your New Brand Narrative in Marketing Campaigns
- Building a Powerful Brand from the Inside Out (Why Employee Buy-In is Key)
Each of these blog posts was created to help businesses like yours bring clarity and creativity to your brand from the first brainstorm to the final launch.
Let’s Make Sure Your Brand Works for You
At the end of the day, your brand should be a business tool. It should help you sell, connect, differentiate, and grow. If it’s not doing that anymore, it may be time for a reset.
Whether you’re feeling uncertain or ready to dive in, our team at Green Apple would love to help you explore your options. We want to help you build something that works now and in the long run.
Reach out today to learn more about our process and how we can help.