A lot of brands talk about needing a refresh. I ask…

          “What does the brand feel like?”

Tired.
Diffused.
Fuzzy
Indistinct.
Difficult to hear in a crowded marketplace.

They might add that it feels a bit worn.
A little frayed around the edges.
Fatigued.
Predictable.

 

          “What has made the brand feel this way?”

Time. It’s been forever since we’ve taken a good look at our brand.
The market has changed while we’ve stayed the same.
Different people have different ideas – we’re not all on the same page.
We have new leadership and they want to put their stamp on things.

 

          “What do you want the brand to feel like?”

Fresh.
Clear.
Crisp.
Clean.
Focused.
Invigorated.
Vibrant.
Contemporary.

          What has happened to this brand?
          Where is the freshness?
          How do we find “fresh?”

Fresh is crystal clear.
Fresh is inspiring.
Inspiration is defined by passion, movement, vitality.
It stimulates and influences.
Inspiration speaks to the spirit of the company.
The driving force.
The guiding light.
Creativity.
Inventiveness

Tired brands have lost their way.
They have veered off path from the energy that formed them.
They have evolved away from the vision, from the spark that once inspired them.
They have reacted to trends and followed fashion.
They have become diluted and indistinct.

          How do you find the refresh button?

Recognize that brand isn’t defined by colors and fonts.
Understand that a hip tagline rings hollow without substance.
Know that authenticity matters.
Passion is the driver.
Enthusiasm can’t be faked.

Having a vibrant brand isn’t simple…and it isn’t easy.
Branding authentically takes courage.
Owning the vision that drives your brand – and expressing it – is audacious.

Leadership.
Stakeholders.
Employees.
Clients.

Everybody is part of the brand.
Everybody needs to be involved with the refresh.
Everybody needs to “get it.”

          Refreshing a brand is about clearing the clutter.
          Parting the clouds that cover your North Star.
          Your brand is already a part of who you are.
          No invention needed.
          It’s waiting for you.

Reveal your brand.
Own why you do what you do.
Go big.
Involve everybody.
Hit refresh.
Win.

Ready for a brand refresh? Let’s talk

 

 

 

 

 

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