A Brand Refresher

By Kelly Farrell | April 26, 2016

Kelly---April-Blog

A brand refresher is kind of like a spring-cleaning: getting the dust out and letting the fresh air in.

Here’s what we do at my house:

  • Remove everything from a room
  • Wipe down the walls and windows
  • Open the windows
  • Clean the floors
  • Beat the rugs
  • Clean everything before it comes back in the room
  • Get rid of what doesn’t fit anymore

Same with a brand refresher — review how your brand looks and acts and make sure it’s connecting with people.

Here’s how we do a brand refresher at dRC:

Gather our brand assets, everything we can find:

  • Signs
  • Ads
  • Articles
  • Brochures
  • Shirts
  • Swag
  • Products
  • Packages
  • Social posts
  • Digital assets

(Please don’t remove signs from your building! Just take some pics of what everything looks like.)

Put all these assets out for the team to see.

It may have been some time since you pulled all of your branding components into the light for a good once-over and quick checkup. It’s healthy to see your branding, marketing and sales components all in one place.

Look at as many things as possible and wipe them all down.

Does everything work together? Are they consistent? How many different logos can you find? How many typefaces? Check your brand standards and see what violates your brand guidelines. Take note of what really worked for your brand, you’ll want to do more of that.

Then make brand refresher decisions.

Decide what assets can be tossed out or put away for future use, what can be recycled and re-used, what assets need to be updated or re-created, and what assets can go back to work as they are.

It’s a healthy, cathartic exercise, and one that doesn’t take as long as you think. Your audience will love it. So will you, because it’s literally a breath of fresh air for your brand.

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Author

Kelly Farrell

Kelly has a unique talent for uncovering what's special about her clients. It’s her specialty, and the heart of how designRoom approaches branding. Kelly learned design and branding while working in advertising as an Art Director, Designer, and Account Representative for several national/regional brands; Cellular One/Ohio, Northfield Park, National City Bank, and Mr. Hero. Her future, however, included a more passionate approach to the work and more direct engagement with her clients. In 1990 designRoom was born. One room. One designer. And lots of room to grow. Today, under Kelly’s leadership, designRoom is a national, award-winning branding and design firm. With her innate ability to see the right solution and her passion for helping clients reach their goals, Kelly is a fierce brand advocate for behavioral health organizations across the U.S. Her unique approach makes her a sought after national speaker on the importance of branding in behavioral health. Kelly focuses on how branding can unify an organization internally, amplify their unique market position, and help them move in a positive, sustainable direction.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

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Carole Boye, CEO, Community Alliance

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Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

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Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

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Jonathan Lee, President & CEO, Signature Health, Inc.

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Travis Mlakar, President, Millcraft Paper

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