5 questions to ask before a brand refresh

"Many of the best brands refresh every two to three years, not because they're broken, but because markets evolve, technology advances, and customer needs shift. The key is to ask the right five questions before you begin. 1. Is this what's best for the customer? This should be your North Star question throughout the brand refresh process. Every decision must be rooted in what delivers real value to the customer, not what simply satisfies internal preferences or fleeting trends."

"This question helped our renewed mission become clear: elevating human potential by managing, automating, and protecting data and technology to empower continuous innovation. It directly addresses the pain points and daily battles, not only for our customers but also our internal IT and security teams. This isn't just a message. It's a commitment to tackling the real problems our customers face, helping both IT and security teams reclaim time and focus"

Brand refreshes align the brand with the company's current position and future direction and often include updated logos, taglines, and messaging. Many strong brands refresh every two to three years as markets evolve, technology advances, and customer needs shift. A brand refresh should be guided by what delivers real value to the customer rather than internal preferences or fleeting trends. Organizations serving IT and security professionals must address complexity by offering solutions that transform challenges into opportunities and enable teams to focus on innovation. A clear mission can emphasize elevating human potential by managing, automating, and protecting data and technology to empower continuous innovation.

Read at Fast Company