8 Simple Steps to Refresh Your Brand Identity
Every brand evolves, and keeping your company’s identity fresh and relevant is crucial to remaining competitive. However, a full rebrand isn’t always necessary. There are practical ways to refresh your brand’s identity that can keep it relevant in the market while staying true to its core values. Here are eight key steps to revitalising a brand without the need for a complete overhaul, illustrated through our recent work with Polyflex, a leading premedia packaging specialist. 1. Conduct a brand audit Before any changes are made, assess your current brand identity. Identify what’s working and what no longer aligns with your company’s vision. A brand audit includes reviewing your visual elements, messaging, and customer feedback. 2. Refresh your logo Your logo is often the first thing people recognise about your brand. Whether a full redesign or a subtle change to your logo, updating your logo can modernise it while maintaining its recognisability. For Polyflex, we introduced a bold new wave shape to the “P” that reflects both the flexo printing process and the founder’s love of the ocean. This connected their heritage to the present while giving the logo a fresh, contemporary look. 3. Update your colour palette Refreshing your colour palette can breathe new life into your brand. Choose colours that evoke the emotions you want your brand to convey and that align with your updated brand positioning. To echo the ocean-inspired logo, we introduced teal to Polyflex’s colour palette and expanded it to include other complementary tones and aqua hues. This not only honoured the company’s legacy but also provided flexibility for future marketing materials. 4. Modernise your business materials Updating business cards, stationery, and internal documents with refreshed branding helps maintain consistency and professionalism across all customer touchpoints. Polyflex’s business cards were redesigned with the updated logo and colour palette, incorporating modern fonts and minimalist layouts to reflect the company’s commitment to innovation. 5. Revamp your website Your website is a key part of your brand’s identity. Refreshing the design, updating copy, and ensuring that the user experience reflects your company’s current offerings can be transformative. We refreshed Polyflex’s website to make it more user-friendly, ensuring their new brand identity was reflected in every element, from the visuals to the copy, making it more dynamic and easier to navigate for both customers and partners. 6. Redefine your values Ensure your company’s purpose and values are clearly communicated and aligned with where your business is headed. These should evolve as your company grows and adapts to market changes. We worked closely with Polyflex to define updated values that resonate with their employees and customers. This included crafting clear action statements that reflected their core beliefs, such as “Achieve more, together” and “Remember the man” – a gentle reminder to stay true to the values and commitments first espoused by Gerald Pollock, who started the business. 7. Refresh your signage Refreshing your brand includes making sure your physical spaces (both internal and external) reflect your new identity. Signage is a key part of that, whether in the office or at customer-facing locations. Polyflex’s internal and external signage was updated to reflect the new logo and colours, ensuring a cohesive look across all touchpoints, from reception areas to the production floor. 8. Launch with consistency Whether it’s social media, email signatures, or marketing collateral, ensure all refreshed elements are consistently applied across every platform to avoid confusion and reinforce your new identity. We helped Polyflex roll out their new brand identity across all platforms, from LinkedIn to physical products, ensuring their refreshed image was consistent everywhere their brand appears. Refreshing your brand identity doesn’t require a complete rebrand. By taking small, strategic steps like updating your logo, colours, and messaging, you can keep your company’s image relevant and engaging without losing sight of its roots. Polyflex is a prime example of how to successfully refresh a brand identity, staying true to its heritage while setting it up for future growth and expansion. If your brand is ready for a refresh or a CI update, get in touch – we’re here to help you bring your vision to life!