09/04/2026
Our expert takes series continues with our very own President, Leah Berg. From evolving audiences to outdated messaging, she’s sharing the top signs your brand may be ready for a refresh. Take a look below.
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"There isn’t a one-size fits all approach when a brand needs a refresh. Here’s a sampling of a few top triggers for me:
- A legacy brand that feels like they don’t appeal to any new audiences - you can’t just be grandpa’s trusted brand. If your products are innovative and you’re continuing to evolve as a brand but your reputation comes off old, stoggy, not new or innovative - it’s time for a reframe and refresh of who you are as a brand.
- Brands that haven’t kept up with the modern times - this example doesn’t always mean their offerings haven’t kept up but their logo, tagline, or other brand elements aren’t optimized to fit modern technology. For example, a brand that has an intricate logo that doesn’t scale for social media profile pics and isn’t responsive for other digital platforms.
- Brands that evolve and grow their product offerings whether through innovation or acquisitions may need a refresh to provide some hierarchy or consistency across a parent company and sub brands. If your brand is trying to do too much - it’ll cause confusion, instill some hesitancy and doubts in the consumer.
As always - sometimes a brand doesn’t need a refresh even if it’s used the same logo or tone. Sometimes a refresh can cause a revolt from brand loyalists."
