“What can be done at any time will be done at no time”, goes the proverb.  And reviewing your brand can often fall into this category – you hear or sense that changes could be valuable, but don’t have clarity on when is the time, or why that might be.

Over years of delivering brand work for clients from large corporates to small startups and charities, the team at Reverb has identified five drivers of a brand review or refresh.

1. To prove you have changed  – when audience expectations, strategy or leadership has undergone significant change, but your brand hasn’t. In this case, you want to show the world that you are not what they previously thought.
2. To catalyse change within your business – communications leaders can sometimes identify that a change is required in business strategy, through audience or market insights which differ from those others see. Revisiting brand is often used effectively to catalyse discussions about business priorities.
3. To attract funding or increase sales – cutting through and driving brand awareness with audiences in today’s always-on world is no easy task. If you are looking for greater cut through and more sustained brand stickiness and love, it may be time to revisit your brand.
4. To attract or retain employees – when you are in growth mode, seeking out new skills or struggling with retention. It is human nature to want to be proud of our work, and brand can often be the simplest thing for employees to share.
5. To drive trust or reputation – brand recognition is important. The way people feel about your brand shapes their willingness to partner with you, advocate for you, buy from you or even share your content.  If you feel like your brand isn’t delivering on these key drivers, it might be time to think about it again.