Brand Identity

When should you refresh?

A light bulb. Clothes. The TV channel. Some things are easy to change, and it's obvious when they need changing (at least we hope so). Brands, on the other hand, do not fall into this category. When do you change your brand identity, and how much do you change it? Should it be subtly refreshed or totally redesigned? Although there is no scientific formula, there are several indicators that can let you know it's time for fresh eyes on your brand.

An easy place to start is age. How many years have you had the same brand? In a world where the career of a popstar is measured in weeks, it's a good idea to reassess your brand and its freshness at regular intervals.

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