Phasing a brand refresh is a smart way to modernize your identity without alienating loyal customers. Instead of overhauling everything at once, this approach allows you to test changes, gather feedback, and refine your strategy while maintaining brand recognition. Here’s how to do it:
- Start with a Brand Audit: Review your logo, colors, messaging, and customer interactions to identify strengths and areas for improvement.
- Set Clear Goals: Align your refresh objectives with business priorities, using measurable targets like increasing customer engagement or expanding into new markets.
- Roll Out Changes Gradually: Update digital assets like your website and social media first, then move to physical elements like packaging and signage.
- Preserve Legacy Elements: Retain familiar colors, logos, or taglines to maintain trust and continuity.
- Engage Stakeholders: Involve employees, customers, and partners early to reduce resistance and build support.
- Track Metrics and Adjust: Monitor customer sentiment, engagement, and sales data to measure success and make necessary tweaks.
This step-by-step method ensures a smooth transition, balancing innovation with familiarity. Companies like Burger King and Old Spice have successfully used phased strategies to refresh their brands while boosting customer loyalty and sales.
Behind the Curtain of a Brand Refresh
Assess Brand Readiness and Set Goals
Taking stock of where your brand stands today and setting clear goals for the future can save you from costly missteps and help you make a meaningful impact.
Conduct a Brand Audit
A brand audit is like holding up a mirror to your business – it shows your strengths and highlights where improvements are needed. This process involves evaluating every point of interaction between your customers and your brand. Think of everything from your logo and website to the way your customer service team communicates and how your brand shows up on social media. It’s also about diving into data, like website analytics, social media engagement, and online reviews.
Start with your visual identity. Are your logo, colors, typography, and overall design consistent across all platforms? Then, move on to your messaging. Use tools like surveys, focus groups, Net Promoter Score (NPS), and Google Analytics to understand how customers perceive your brand and whether your messaging resonates[2][3].
Next, take a close look at your competitive positioning. How does your brand compare to others in terms of design, messaging, and presence in the market? This research can uncover gaps in the market and opportunities to stand out.
CRC’s "Brand Clarity" phase highlights the importance of collaboration and competitor analysis in creating a standout identity:
"Through deep collaboration with your key stakeholders, we’ll craft a Brand Identity that’s unique and authentic to you, outlining your brand essence, your USPs, and clearly differentiating you from the competition."
Don’t forget to analyze sales data. Look for patterns that might reveal strengths or weaknesses in specific markets or demographics. And focus on the elements that customers connect with most – like signature colors or memorable taglines – while moving away from outdated features[1][2][4].
Once you’ve gathered these insights, you’ll be in a strong position to set clear goals that align with your business objectives.
Define Objectives and Align with Business Goals
With your audit findings in hand, it’s time to set objectives that bridge the gap between creativity and strategy. Clear, measurable goals ensure your brand refresh is more than just a visual update – it becomes a strategic move that supports your broader business goals. Maybe you want to modernize your image, break into a new market, or win back customers who’ve drifted away. Whatever your aim, tie it directly to your company’s overall strategy.
The SMART framework is a great tool here. For example, instead of saying, "We want to improve brand awareness", try something more concrete, like, "Increase brand recognition among 25–34 year-olds by 30% within 12 months of the refresh launch."
Bring key stakeholders into the conversation during this phase. Leadership, marketing teams, sales staff, and even key customers can provide valuable input. This collaboration not only sharpens your goals but also fosters buy-in across the organization[2][3][4].
CRC underscores the importance of knowing your audience when setting goals:
"With our deep and thorough Competitive Marketplace Assessment, we’ll help you identify and understand your most valuable audience, and position your brand to reach them most effectively."
When planning, be realistic about your resources and timeline. Consider your team’s bandwidth, budget limitations, and business cycles. A phased approach can help spread costs and allow for adjustments based on early results.
Set key metrics to track progress, such as brand awareness, customer sentiment, engagement rates, website traffic, and sales performance. Establish baseline measurements before launching your refresh so you can measure success accurately[2][3].
Finally, remember that emotions play a huge role in buying decisions. According to a study by Forrester, emotions influence purchasing decisions and customer loyalty 1.5 times more than any other factor[5].
Budget wisely for this phase. Allocating around $5,000 for brand identity, positioning, and narrative development can save you from far more expensive mistakes during rollout.
Develop a Phased Rollout Strategy
Updating your brand is no small task, and a phased approach can help you make the transition smoother. By breaking the process into smaller, manageable steps, you can test, refine, and roll out changes while minimizing disruptions. Think of it as running a series of experiments that allow you to adjust based on feedback before fully committing.
Update Brand Touchpoints Gradually
Your brand lives in many places – your website, social media, packaging, store signage, and even customer service interactions. Instead of overhauling everything at once, prioritize updates based on what’s most visible and impactful.
Start internally. Update training materials and back-office systems first. This gives your team time to get familiar with the changes before they reach your customers. Once your team is on board, move to digital platforms like your website, social media profiles, and email templates. These are quick to update and provide instant feedback through analytics.
Burger King’s 2021 rebrand is a great example of this approach. The company introduced its retro-inspired logo and packaging bit by bit, testing the waters in different markets and touchpoints. This allowed customers to adapt gradually and provided valuable insights into what worked best[2].
Physical updates, like packaging and store signage, should come later. These changes are more expensive and harder to tweak once implemented, so it’s wise to be sure of your direction before diving in. To stay organized, create a touchpoint priority matrix. This will help you rank updates based on customer visibility and cost. For example, low-cost, high-visibility changes like social media headers should come early, while expensive updates like storefront signage can wait until the new brand elements are fully validated.
Consistency doesn’t mean rushing everything. Apple’s logo evolution is a perfect case study. Over the years, they transitioned from a detailed illustration to a sleek, minimalist icon while keeping the recognizable apple shape intact[4].
Include Early Access and Feedback
Your most loyal customers and engaged employees can be your best allies during a brand refresh. They care about your brand’s success and can offer insights that help you avoid costly missteps. Early access programs let these stakeholders feel involved, turning them into collaborators instead of just spectators.
Set up pilot programs for select groups, such as loyalty program members or long-term clients. Share new brand elements through exclusive previews, surveys, or focus groups. Ask targeted questions like: Does this still feel like the brand you know? What emotions does this design evoke? Would you recommend this to others?
For digital touchpoints, A/B testing is invaluable. Run different versions of your website, email campaigns, or social media content to see how audiences react to the new versus the old. Metrics like engagement rates and click-through rates will reveal what resonates most.
Internally, create feedback channels where employees can share observations about customer reactions. This could be through surveys, team meetings, or dedicated platforms. Testing new elements with small groups allows you to refine your strategy. For instance, maybe your updated tagline isn’t landing well, but the new color palette is a hit. Early feedback helps you make adjustments before finalizing anything.
Keep track of all feedback, grouping it by touchpoint, audience type, and sentiment. This organized data will guide decisions on what to keep, tweak, or reconsider while ensuring the core identity of your brand remains intact.
Maintain Legacy Elements for Continuity
Refreshing your brand doesn’t mean throwing away everything your customers already love. Certain legacy elements – like signature colors, logos, or taglines – carry emotional weight and recognition. Preserving these can help maintain trust and familiarity as you evolve.
Start by researching what customers associate most strongly with your brand. Is it a specific color? A font? A jingle? These elements can act as a bridge between the old and the new.
Signature colors are especially powerful. They’re instantly recognizable and can be carried into your updated design. For example, if your brand has used a specific shade of blue for decades, consider keeping it as a primary or accent color in your refreshed palette.
Heritage elements, like symbols or shapes in your logo, can also provide continuity. You might modernize the design while retaining the core feature customers recognize. For example, you could update typography or layout while keeping your established logo intact.
Blending legacy elements with modern updates helps ease the transition for customers. Think of it like keeping the heart of your brand while giving it a fresh look. This approach doesn’t just honor your history – it shows customers that while you’re evolving, you’re still the same brand they’ve come to trust.
Keeping some legacy elements is practical, too. It reduces the scope of changes needed across all touchpoints, which can save both time and money. By striking the right balance between old and new, you can make your brand refresh feel intentional and seamless.
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Engage Stakeholders and Manage Change
Once you’ve mapped out a phased rollout, the next step is ensuring a smooth transition by actively involving stakeholders. A brand refresh touches everyone connected to your business – employees, partners, customers, and investors alike. Without meaningful engagement, even the best-laid plans can hit roadblocks. Change often meets resistance, especially when people feel excluded or left in the dark. By bringing stakeholders into the process early, you can reduce pushback. Additionally, aligning internal teams is essential to maintain consistent messaging throughout the organization.
Align Internal Teams and Leadership
Your internal team is the backbone of any successful brand refresh. If employees don’t fully understand or support the changes, that disconnect will be obvious to customers. Leadership plays a critical role here – they must not only endorse the refresh but also clearly communicate why it’s happening and what it aims to achieve.
Host town halls or leadership meetings to explain the reasoning behind the refresh. Use market research and customer insights to back up your decisions. Detailed rollout plans are also key – they help teams understand what’s coming and when, reducing uncertainty.
Training is another vital piece of the puzzle. Develop branded toolkits that include updated messaging guidelines, visual standards, and talking points. These resources ensure every department is on the same page, from sales teams presenting the refreshed brand to customer service staff addressing questions with confidence.
A 2021 Harvard Business Review article notes that companies engaging employees in brand refresh efforts see up to a 30% higher success rate in adoption and customer acceptance compared to those that don’t[6].
Workshops can also be invaluable. They give employees a chance to ask questions and offer input, fostering a sense of collaboration rather than top-down change. Recognition programs that celebrate employees who actively support the new brand can further drive enthusiasm and create internal advocates.
Leadership must go beyond words to show their commitment. When executives consistently use updated messaging and visuals in their presentations, it signals that the refresh is a priority for the entire organization.
Monitor Feedback and Adjust the Process
To ensure the rollout stays on track, establish multiple feedback channels to capture reactions from all stakeholder groups.
Social listening tools can provide real-time insights into customer sentiment online. Monitor mentions, hashtags, and comments to see if people are excited, confused, or resistant to the changes. Regular surveys targeting employees, customers, and partners can offer structured feedback over time. Ask direct questions like, "Does the refreshed brand align with our values?" or "What concerns do you have about the changes?"
For deeper insights, focus groups are invaluable. These face-to-face discussions can reveal emotional responses or concerns about losing key aspects of the brand’s identity. Additionally, form a cross-functional feedback team with representatives from marketing, customer service, sales, and leadership. This team can review data weekly to identify trends and adjust the strategy as needed.
Burger King’s 2021 brand refresh led to a 14% increase in positive brand sentiment and a 7% rise in sales within the first six months[2].
Organize feedback systematically, categorizing it by source, sentiment, and urgency. This approach helps you spot patterns early and make informed decisions about whether to adjust your rollout strategy.
Manage Resistance and Encourage Buy-In
Resistance is a natural reaction to change, especially when stakeholders feel emotionally tied to a brand. Use structured feedback to address concerns directly and refine your approach. Highlight the elements of the brand that remain unchanged and clarify what the refresh will and won’t impact. If employees worry the refresh signals broader changes, be transparent about what’s happening and why.
Storytelling can help bridge the gap between your brand’s history and its future. Share the journey that led to the refresh and craft a narrative that frames the change as progress rather than a departure from your roots.
Dunkin’s transition from "Dunkin’ Donuts" to just "Dunkin’" succeeded because they emphasized their heritage while explaining the practical benefits of the change[4].
Create spaces for open dialogue, such as employee Q&A sessions or customer feedback portals. When stakeholders feel heard, they’re less likely to resist. Offering exclusive previews or recognition for those who embrace the refresh can also turn reluctance into excitement.
Finally, acknowledge that change can feel unsettling. It’s okay to admit that the transition may take some getting used to while emphasizing the long-term benefits. Over time, as early adopters champion the refreshed brand, even skeptics may come around, helping the new identity gain momentum.
Measure Success and Iterate
A phased brand refresh isn’t just about making changes – it’s about tracking progress and refining as you go. To ensure your efforts pay off, measure success using data tied to your business goals. Keep an eye on customer behavior, employee satisfaction, and how the refresh impacts conversions.
Key Metrics for Evaluating Effectiveness
Your metrics should directly reflect the objectives of your refresh. For example, monitoring customer retention can help confirm that your core audience remains loyal. Look at engagement across all channels – website traffic, social media activity, and email performance – and track conversion rates to see if increased interaction leads to tangible results like purchases, sign-ups, or inquiries.
Brand sentiment is another critical area to assess. Use tools like surveys, customer reviews, and social listening to understand how people feel about the changes. A Net Promoter Score (NPS) can be especially helpful, as it measures how likely customers are to recommend your brand to others.
Sales data offers a clear way to measure success. Track metrics like revenue, average order value, and market share to see if your refresh is driving growth.
Old Spice revamped its brand in 2021 with updated packaging, a fresh tone of voice, and targeted digital campaigns. The result? A 15% increase in market share among Gen Z consumers and a 22% boost in social media engagement over the next year[2].
Don’t overlook internal metrics either. Employee satisfaction surveys can reveal whether your team feels confident representing the updated brand. Additionally, brand adoption scores can show how well your team has embraced the new direction.
Use Feedback for Continuous Improvement
Data alone doesn’t tell the whole story. To truly understand what’s working – and what’s not – you need structured feedback. Surveys are a great way to gather quantitative feedback from both customers and employees. Ask focused questions about how the refreshed brand is perceived, its usability, and the emotional connection it creates.
For deeper insights, turn to focus groups. These discussions can uncover emotional reactions and highlight concerns that might not surface in a survey. Conduct focus groups after each major phase of the refresh to capture timely feedback.
Social media monitoring gives you real-time insights into how your audience is reacting. Keep an eye on both the volume of feedback and its tone – a surge in negative comments could point to issues that need immediate attention.
Customer service teams are another valuable source of feedback. Train them to document common questions or complaints related to the refresh. These frontline insights can reveal practical challenges that more formal research might miss.
Brands that actively collect and act on customer feedback during a refresh often see a 30% boost in engagement rates after launch compared to those that don’t[3].
Organize feedback into positive, negative, and neutral categories to identify recurring themes. Use sentiment analysis tools or rating scales to quantify qualitative feedback, and create dashboards to track trends over time. This approach helps you spot patterns and adjust quickly.
Schedule Periodic Reviews and Updates
A brand refresh isn’t a one-time project – it’s an ongoing process. Markets shift, customer preferences evolve, and business goals change. To stay on track, schedule quarterly reviews. These provide enough time to gather meaningful data while allowing you to respond to changes in the market.
During each review, compare your key metrics against the goals you set for that phase. Focus on trends rather than isolated data points – a short-term dip in engagement might not be a problem if the overall trajectory is positive.
Annual reviews should take a broader perspective, looking at how the refresh has influenced long-term brand health and business performance. This is also the time to consider larger adjustments or plan the next phase of your brand evolution.
Brands that consistently monitor sentiment and adjust their strategies post-refresh often see a 10–20% improvement in brand perception within the first year[6].
To ensure consistency, use review templates that include sections for analyzing metrics, summarizing stakeholder feedback, noting competitive changes, and outlining recommended actions. This structured approach makes it easier to track progress and stay focused.
For major reviews, consider bringing in external experts. Agencies like ChrisRubinCreativ (CRC) can provide an objective analysis of your refresh’s performance and suggest improvements based on data and experience. Their expertise in brand strategy and storytelling can uncover opportunities you might miss internally.
Conclusion
Refreshing a legacy brand requires careful planning, step-by-step execution, and ongoing evaluation. Start by auditing your brand to understand its current state and set clear, strategic goals. From there, implement updates gradually, ensuring you keep the elements your audience already trusts. This approach lays the groundwork for effective stakeholder engagement.
Involving stakeholders early in the process is key to gaining support and minimizing pushback. In fact, 70% of companies that engage key groups early report smoother transitions[4].
Track metrics like customer retention, brand sentiment, and sales performance, and use regular feedback to fine-tune your strategy. Real-world examples, such as the brand refreshes of Burger King and Lego, show how a phased approach can mitigate risks while driving growth[2].
This step-by-step method helps avoid alienating customers or disrupting operations. Instead, it allows you to test, learn, and adapt along the way. Consistent branding has been shown to increase revenue by up to 23%[2], making a structured refresh strategy a smart investment.
For brands looking to modernize without losing their essence, working with experienced professionals can make all the difference. ChrisRubinCreativ (CRC) brings over 25 years of expertise to help legacy brands clarify their identity, refine positioning, and maintain resonance. With experience spanning startups, SMEs, and Fortune 500 companies, CRC knows how to balance heritage with innovation, ensuring meaningful growth and long-term success.
FAQs
What are the advantages of refreshing a legacy brand in phases rather than all at once?
Phasing the refresh of a legacy brand can make the transition much smoother while keeping disruptions to your business operations in check. By rolling out changes step by step, you have the chance to test and tweak each aspect, ensuring it connects with your audience and stays true to your objectives.
This gradual approach also helps manage costs by spreading expenses over time instead of requiring a hefty upfront investment. Plus, it gives you the flexibility to respond to unexpected challenges or feedback, lowering the chances of mistakes along the way.
How can we engage stakeholders to ensure a smooth brand refresh?
To make a brand refresh go smoothly, it’s crucial to bring stakeholders into the process early and keep them involved throughout. Begin by clearly explaining why the refresh is happening and what benefits it brings. Take the time to address any concerns and invite their input – this helps them feel invested in the outcome.
When stakeholders are part of the journey, it encourages teamwork, minimizes pushback, and helps everyone rally around the updated brand vision. By sharing a clear and honest story about the refresh, you can build trust and generate excitement for the changes ahead.
What key metrics should you monitor to evaluate the success of a phased brand refresh?
To gauge the success of a phased brand refresh, it’s crucial to track metrics that align with your objectives and provide insight into your brand’s performance over time. Key areas to monitor include:
- Brand awareness: Keep an eye on shifts in website traffic, social media interactions, and search volume for your brand name. These indicators can reveal how well your refreshed brand is capturing attention.
- Customer sentiment: Leverage tools like surveys, online reviews, and social listening to understand how your audience feels about the updated brand identity.
- Sales performance: Dive into data on revenue growth, conversion rates, and customer acquisition costs to see how the refresh impacts your financial outcomes.
By consistently analyzing these metrics, you can determine whether your brand refresh is striking the right chord with your audience and driving impactful results.