Branding
Decide between a rebrand and a visual refresh
Rebrands change strategic identity; refreshes improve expression. Scope should follow the underlying problem.
Put it into practice
- Identify positioning or usability issues.
- Gather customer evidence.
- Estimate physical and digital rollout costs.
Begin with material customers already encounter: your website, enquiry replies, proposals and service experience. Compare those touchpoints with the promise you want people to remember. The aim is a system your team can use consistently, not an isolated design presentation that becomes difficult to maintain.
A practical example
Strong recognition with unreadable mobile typography may need a focused refresh.
What to measure
Tie measures to the original problem.
Internal boredom with a logo is not evidence of customer need.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.