By using this website, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our privacy policy for more information.

Book a Call

Contact Us

Thank You!

Thanks for reaching out to us. We'll be in touch shortly.
Something went wrong while submitting the form.
Please try again.
All Blog Posts

Is it Time to Refresh Your Brand?


In the world of ever-evolving market trends and consumer expectations, is your brand keeping up? Or is it stuck in a time capsule, unable to connect with today's consumers? Let's delve into some reasons why it may be time to refresh your brand.

Your current brand is outdated

The first sign that you need a brand refresh is if your brand feels outdated compared to the current market trends. In such scenarios, your logo might look old-fashioned, or your messaging fails to resonate with the younger audience. Keeping your brand relevant requires continuously revisiting and revising your brand elements. An out-of-date brand can cause potential customers to perceive your business as out of touch, hurting your reputation and bottom line. Health Camp Burgers & Shakes is a great example of revamping a brand that had a beautiful history – but needed a little visual refresh. Sidekick worked with the Waco-staple restaurant to modernize their brand, while still keeping their classic feel. Along with the logo, Sidekick implemented a complete brand overhaul for Health Camp, including brand guidelines, colors, typography, signage, menus, and merchandise.  

Health camp logos before and after rebrand by Sidekick

You're launching a new product or service

A brand refresh can be a great opportunity when launching a new product or service. This signifies an evolution in your business and communicates to your customer base that you're continually improving and expanding your offerings. By refreshing your brand during this phase, you show that the new product or service fits cohesively within your overarching brand story.

Dunkin' Donuts did this in 2019, when they decided to refresh their brand as they expanded their menu beyond just donuts. They shortened their name to "Dunkin'" to reflect the wider range of products, including sandwiches and drinks. This rebranding was a strategic move to attract more customers who were looking for more than just sweet treats.

You want to reach a wider audience

If you're aiming to reach a new demographic, a brand refresh is often needed. You must adapt your brand to appeal to this new audience without alienating your existing customer base. A well-executed brand refresh can help bridge this gap, embodying values that both your current and prospective customers can connect with.

An excellent example of a brand refresh for this purpose comes from Starbucks. In 2011, Starbucks decided to refresh their brand by simplifying their logo. They removed the words "Starbucks" and "Coffee," leaving only the iconic mermaid image. This change was made to appeal to a global audience, as it eliminated language barriers and allowed the company to expand beyond just coffee products.

Starbucks logos before and after 2011 rebrand

You want to stand out from the competition

In a saturated market, refreshing your brand can help you stand out from the pack. A differentiated branding strategy not only distinguishes you from others but also underlines your unique selling proposition. Remember, in the eyes of your customers, your brand is a promise of value and quality that they can expect from your products or services.

In the world of technology, Microsoft is a prime example of a company that has refreshed its brand to stand out from competitors. In 2012, they introduced a new logo for the first time in 25 years, replacing the italicized, bold typeface with a simpler, cleaner design. This rebranding was part of their strategy to present themselves as a modern, forward-thinking company, differentiating them from other tech giants like Apple and Google.

Microsoft logos before and after 2012 rebrand

You want to convey a different message or tone than before

Lastly, if your brand's message or tone needs to change, a refresh is necessary. Maybe your brand story has shifted, or perhaps societal sentiments have evolved. Either way, you need to update your branding to reflect these changes accurately and resonate more powerfully with your audience.

In 2010, Old Spice, a long-standing men's grooming brand, decided to revamp their image. They launched a new marketing campaign featuring funny and outrageous commercials that quickly went viral. This bold move transformed their old-fashioned reputation into a modern, engaging brand, proving that even established businesses can successfully reinvent themselves.


In conclusion, refreshing your brand can be transformative for your business. It's about staying current, relevant and differentiated in this dynamic marketplace. Remember, your brand is not just a logo or tagline; it's the sum total of how your customers perceive you. Book a call with Sidekick to get started on your brand refresh today!

Brand Refresh Q&A

Why should I consider refreshing my brand?

Refreshing your brand helps keep it relevant, reach new audiences, differentiate from competition, and convey updated messages or tones.

When is a good time to refresh my brand?

You might consider a refresh when your brand feels outdated, you're launching a new product or service, aiming to target a new demographic, or want to stand out from the competition.

How do I know if my brand is outdated?

If your logo looks old-fashioned or your messaging doesn't resonate with modern consumers, your brand may be outdated.

How can a brand refresh help me reach a wider audience?

By adapting your brand to appeal to new demographics, a brand refresh can make your brand relatable to a broader audience.

How can a brand refresh help me stand out from the competition?

A well-executed brand refresh underscores your unique selling proposition, helping you stand out in a saturated market.