5 ways to refresh your brand for the new year
We aren’t even finished the first month of the year and we’ve already seen a potential shut down of one of TikTok in the US, causing mass panic among creators and marketers. And let’s not forget about all the changes to Instagram in the past week. So, while it seems like a lifetime has been lived in 2025 (even though I’m not used to writing the proper year yet), I’m still going to talk about how to set yourself up for success this year.
You don’t need to overhaul your brand and business (unless it’s necessary), but the start of a new year is a natural time for businesses to take stock, set goals, and refocus efforts. A brand refresh will allow businesses to stay relevant and engaged with their target audiences. Small, strategic updates can make a big impact. Here are a few things to consider to refresh your brand for the new year.
1: Reassess your brand identity
Your brand identity is the foundation of how your audience perceives you. Start by revisiting your:
Mission and Vision: Are they still relevant? Do they reflect where your company is headed?
Core Values: Are your values being communicated effectively?
Visual Identity: Does your logo, color palette, and overall design feel modern and appealing?
This reassessment helps you identify what’s working and what might need changes.
2: Conduct a brand audit
A brand audit provides valuable insights into how your brand is performing. This includes:
Reviewing website and social media analytics.
Gathering customer feedback through surveys or focus groups.
Analyzing your competitors to identify gaps or opportunities.
The findings will guide your decisions on where to focus your refresh efforts. And remember, you don’t have to do it all. Prioritize the feedback and information you gather.
3: Update your messaging
Businesses rarely stay the same. You grow and change along with your customers’ needs and expectations. So, what you say and how you say it should also evolve over time – that means updating your messaging from time to time. Review your:
Tagline and slogans: Are they still resonating?
Tone of voice: Does it match your brand’s personality and target audience?
Content Strategy: Are you addressing the right pain points and delivering value?
Refreshing your messaging can help you connect more authentically with your audience.
4: Modernize your visuals
You can take a fresh look at your brand so it feels new, but still… you. Consider:
Tweaking your logo for a cleaner, more modern design. Think fonts, colours, layout, etc.
Updating your color palette to reflect current trends – even adding in another accent colour can spice things up.
Refining your typography to improve readability and style.
Redesigning your website for better user experience and mobile optimization.
Even subtle changes can make a significant difference.
5: Reintroduce your brand
Once your refresh is complete, plan a reintroduction strategy. This might include:
Launching a campaign to showcase your updated brand.
Hosting events or webinars to connect with your audience.
Sharing the story behind your refresh to build transparency and trust.
A brand refresh is more than a cosmetic update—it’s an opportunity to realign your brand with your mission, audience, and goals. Do you think you’ll do a bit of a refresh this year? Not sure where to start? Book a free 20-minute consultation with me and we can chat!