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Key Takeaways Common indicators that it’s time to refresh your brand include entering new markets, adding products or services, or hearing feedback that your messaging feels outdated or unclear.
Review your mission and values to ensure they still capture who you are and where you’re headed. Evaluate your UVP to ensure it continues to set you apart in your current market.
A successful brand refresh requires structure and collaboration. Define measurable goals and how success will be evaluated. Engage internal and external stakeholders early to encourage alignment and reduce friction.
Businesses evolve, and so should their brands. The identity that once defined your startup may not fully represent what you’ve become. As companies expand into new products, audiences or markets, they often need a brand that grows in step.
In fact, research shows that 75 % of companies have experienced a rebrand since 2020. Knowing when and how to refresh that identity can determine whether your brand continues to resonate or begins to feel out of sync.
Related: I Tried to Modernize a Brand — Here’s What Worked (and What Didn’t) at the 20-Year-Old Company
Recognizing when it’s time to refresh
As your organization matures, your original branding may no longer reflect your expanded offerings or evolved purpose. Common signals include entering new markets, adding products or services, or hearing feedback that your messaging feels outdated or unclear.
According to one study, 74 % of S&P 100 companies rebranded within their first seven years of operation.
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