Suit Up, It’s Time for a Brand Refresh.

There's not too much that strikes equal levels of excitement and dread into the heart of a Creative team as the moment an agency decides to rebrand itself. The team has likely been pondering a chance for a makeover, but when the day arrives, they remember the heavy lift these exercises can prove to be.

‍

So, why the makeover? Surely, what we have is sufficient. The simple answer is straightforward. Our brand and why we exist need to stay relevant and top of mind in an environment that is a burgeoning brand pressure cooker. There is more competition, noise, rubbish and confusion than ever before. Add that to the fact our attention spans are yay-shy of a gnat, comparatively speaking, and you can see why a refresh or adjustment is vital. Customer preference, market trends and competitive landscapes evolve, and a brand basking in the glory of its stasis, resting on its laurels, can rapidly find itself wanting. Consider how quickly pop culture morphs today. Of course, the cadence for every brand and category is different. Not every business has the same pressure to transform over time; some businesses need to shake their tail feather a little more vigorously and often, while some need to demonstrate varying degrees of stability and familiarity. No matter the timeline, a brand refresh allows a business to reflect contemporary values better, maintain its appeal to the changing perspective of current and new audiences, and stay aligned with cultural or technological shifts. Beyond aesthetics, a rebrand has the potential to signal growth and innovation, showing that a company is adaptable, forward-thinking and committed to staying relevant to its various targets.  

As I mentioned earlier, despite a team's eagerness to breathe fresh life into a brand, this process can present significant challenges, especially an internal refresh. The effort can be hampered as teams struggle to see themselves objectively, leading to a change that either pushes the pendulum too far or possibly not far enough. Emotional attachment to company lore, history and legacy branding— logos, slogans, or color schemes—can create resistance to necessary updates. Sometimes called “Founder’s Syndrome,” this nostalgia can cloud judgment and prevent a much-needed allowance for bolder, more impactful decisions and innovation.  You need to be ready to strip back some layers, if need be, because unlearning, letting go of what we “used to do,” needs to happen too.  

Another very real hurdle is the fatal "lipstick on a pig" scenario if the exercise is merely a makeover and not a manifestation of the company's raison d'être. Putting a pretty Band-Aid on a wound that needs stitches doesn't help anyone. One of the keys to the success of the TV series Queer Eye is their focus on the whole person, not just the inch-deep makeover. Understanding “why” the change matters is a foundational part of a successful reset.  

When Padilla made the decision to take a hard look at our brand, the agency was already neck-deep in its approach to why and what we do, founded on the platform of Transforming with Purpose. Key to a relatively pain-free process is using the same rigor we would harness with client work on our own project. Roles and responsibilities, check-ins and approvals help keep everyone focused. The biggest hurdle is often the most underestimated.  The development and resourcing of data for the insatiable content-hungry website is an enormous lift.  Given it is likely the number one place most people interact with our brand, this is such a vital part of the process. Thorough UX design and testing, internally and externally, needs to be undertaken. Keeping teams small and managing input helps immensely through this process, and if the discipline has been maintained, you can get through this labor of love and still actually love the outcome.  

‍

And while this is an ankle-deep chat about the importance of a brand refresh, we shouldn’t forget that one of the goals should be to develop a system that can morph and remain timely. Imagine renovating your kitchen every year. That would be an expensive and energy-depleting exercise! Creating a space that has great functionality while letting you successfully serve a variety of dishes is the smart way to go. Believe it or not, a kitchen reno and a website refresh have a lot in common when it comes to UX. Strive to develop an ecosystem that maintains its freshness and serves up your brand’s deliciously brilliant work and expertise.