Top 5 Considerations for a Brand Refresh

Refreshing a brand is one of our favorite challenges—it’s a chance to evolve, to better reflect your values, your level of service, and your position in the market. But whether you're updating your logo, website, or broader brand elements, a successful brand refresh takes thoughtful planning and a strategic rollout.

Here are the top 5 things we recommend keeping in mind before you dive in:

1. Create a Strategic Timeline

Your brand refresh isn’t just about the creative work—it’s also about how and when you launch your new look. Build a timeline that includes not only the design and development process, but also your rollout plan. Think about debuting the refreshed brand to your most loyal customers first, like newsletter subscribers, to build excitement and reward loyalty.

Also, be sure to audit every touchpoint where your logo appears—social media profiles, email signatures, business cards, signage, and more. A comprehensive rollout ensures your brand looks cohesive and intentional.

Pro Tip: Swapping out your logo on platforms like Facebook or Instagram (especially with Meta Verification) can take longer than expected. Pad your timeline to account for potential delays.

2. Get Team Buy-In

A brand refresh is not just a visual change—it’s a cultural one, too. Be thoughtful about who should be involved in the process and who needs to be informed. Whether it’s your internal team or key contractors, bringing them into the loop early fosters alignment and excitement.

Pro Tip: Host an internal brand reveal before your public launch. Give your team a first look—and maybe even some new swag to celebrate the shift.

3. Stay Open to Change

Change can be uncomfortable, especially when it’s tied to something as personal as your brand. It’s normal to feel a little resistance, whether it's coming from your team or yourself. Keep an open mind, and remind yourself (and others) that a refreshed brand is an investment in your future.

4. Don’t Skip the Brand Kit

Ask your creative team to deliver a full brand kit—not just a single logo file. You’ll need various formats: horizontal, vertical, icon, badge-style, and options for digital, print, and swag. Don’t forget essentials like your favicon (for browser tabs) and social media icons.

Pro Tip: Create a brand guide to ensure consistent usage across all platforms, vendors, and team members.

5. Celebrate Your New Look

Your brand refresh is a big moment—don’t let it quietly slip by. Create a “wow” piece to spotlight your new identity. That could be a bold new office sign, branded client gifts, or a fun giveaway.

Pro Tip: Running a small business? Etsy is a fantastic source for affordable, low-quantity custom swag while also supporting fellow entrepreneurs.

A brand refresh is more than a visual upgrade—it’s a chance to reaffirm your mission, connect more deeply with your audience, and signal your growth. With the right planning and intentional rollout, your refreshed brand can energize your team, engage your customers, and position you for long-term success. Embrace the process and make space to celebrate the transformation—it’s a big step, and it deserves recognition.

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