The Top 3 Things to Consider When Refreshing Your Brand

Oct 14

Thinking about a brand refresh? Discover the top three things to consider—from refining your strategy to modernizing your design—to make your brand more relevant, engaging, and future-ready.

A Fresh Look, Backed by Strategy

Refreshing your brand isn’t just about a new logo or updated color palette—it’s about realigning who you are with where you’re going. Whether your company is evolving, expanding, or simply feeling out of sync with its audience, a well-executed brand refresh can breathe new life into your business.

At Barnett Brand Co., we help organizations evolve with intention. Here are the top three things to consider when refreshing your brand to ensure your investment drives long-term results.

1. Start with Strategy, Not Design

Before diving into visuals, step back and ask: What’s driving this refresh?

Is your audience changing? Has your business model evolved? Are competitors repositioning in a way that’s shifting your category?

Your brand refresh should be grounded in a clear strategic foundation. This means revisiting your:

Brand positioning – How are you different and why does it matter?
Audience insights – Who are you trying to reach, and what do they value most?
Core messaging – Does your current voice reflect your purpose and direction?

By leading with strategy, you ensure that every creative decision—colors, typography, imagery, tone—reinforces a consistent and meaningful story.

2. Modernize Without Losing Equity

When refreshing your brand, it’s important to evolve without alienating the audience that already trusts you.

Audit what’s working and identify what should stay. Maybe it’s your logo’s core shape, your tagline, or a signature brand color that customers instantly recognize. These are valuable brand assets that help maintain continuity.

A smart brand refresh modernizes your look and feel while preserving brand equity. Think of it as an evolution, not a reinvention. Subtle refinements can have a major impact on how your brand is perceived—especially when they’re guided by strategy and insight.

3. Activate Consistently Across Every Touchpoint

The most successful brand refreshes don’t stop at launch day. They come to life across every audience interaction—from your website and social channels to sales materials and signage.

Develop clear brand guidelines that define how your refreshed brand should look, sound, and feel. Make sure internal teams understand not just what has changed, but why it matters.

Consistency builds credibility. When your refreshed brand shows up cohesively everywhere, it reinforces trust and amplifies the impact of your investment.

Refresh with Purpose

A brand refresh is an opportunity to realign your business with its future. When done strategically, it can increase relevance, improve perception, and inspire new engagement.

At Barnett Brand Co., we believe in building brands that evolve with clarity and confidence. Whether you’re updating your identity, refining your voice, or redefining your position in the market—we help you move forward with purpose.

Jonathan Barnett

Jon is an industry vet with extensive experience across multiple verticals. His client experience includes global brands like Instagram, Molson Coors, Kraft Heinz Co. and Microsoft, as well as a number regional banks and credit unions.

As a client leader, Jon has a keen ability to see around corners. He’s an active and attentive listener who is easy to work with and has a knack for solving complex business problems with simple, creative solutions.

But after over a decade at some of the industry’s top agencies, Jon realized there was an opportunity to shake up the old agency model. And thus, the Barnett Brand Co. was born.

https://barnettbrandco.com