When times are tough, many businesses hunker down. They focus on cutting costs, trimming back projects, and waiting for the storm to pass.
That’s understandable. But as the economic climate begins to stabilise and we look ahead to better times, the organisations that come out strongest are those that use these moments to review, rethink, and get themselves future-ready.
One area that often gets overlooked is brand. For many leaders, brand feels like something fixed and permanent - something you set and forget. The reality is that your brand, just like your strategy, people, and operations, needs to evolve with the times.
So, is now the right time to review and refresh your brand? In this article, I’ll explore three big questions that every CEO, board member and senior marketer should be asking:
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Is it time to review your brand positioning?
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What are the signs your brand and visual identity may need a rethink?
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How do you actually go about refreshing your brand?
1. Is it time to review your brand positioning?
Think back to your business five years ago. Chances are, it looks and feels very different today. COVID upended entire industries forcing organisations to pivot almost overnight. Supply chains were re-engineered, product ranges were cut back or reinvented, and whole markets shifted as businesses fought to survive.
But the changes didn’t stop once the lockdowns ended. The economic shocks that followed altered customer expectations in ways that are still unfolding. People are now far more conscious of value, and not just in the narrow sense of price. They’re looking for companies that align with their own priorities including sustainability, community connection, or a sense of purpose beyond the transaction.
Technology has also raised the stakes. Artificial intelligence is reshaping how businesses operate, and in many sectors, barriers to entry have reduced. A laid-off worker with a laptop and some smarts can set up shop from home, fragmenting markets that used to be dominated by a handful of big players. At the same time, climate change and social licence have moved from being side notes in strategy documents to core business drivers. Staff, customers, and investors are all demanding evidence that businesses are taking these issues seriously.
All of this begs the question: does your brand still tell the right story? It might have been perfect when you first launched it, but does it still reflect who you are now and what matters to the people you most need to engage? If it doesn’t, then it’s probably time to take a closer look. And here’s the kicker: the economy is finally showing signs of improvement. That makes now the perfect moment to get your brand ready for the upswing.
2. Signs your brand might need a rethink
Sometimes the need to rebrand hits you over the head: A crisis damages your reputation; you launch a major new product; or expand into a new market, and suddenly the old brand doesn’t fit anymore. But more often, the signs creep up quietly.
Maybe you’re finding it harder to win the contracts or clients you used to secure without question. Or perhaps your long-term customers are drifting away, choosing competitors who, at least on paper, don’t seem to have anything you don’t. That kind of slow leakage is often less about capability and more about perception - the story your brand is or isn’t telling.
It can show up in your people too. If recruitment feels like pulling teeth, your brand may not be signalling the kind of culture, opportunity and sense of purpose that today’s talent is looking for. On the inside, if staff are creating their own sales materials because the official brand toolkit doesn’t work for them, you end up with a patchwork of inconsistent messages that confuse the market rather than build confidence.
Another red flag: your marketing just isn’t landing the way it used to. Campaigns that once delivered results now barely make a ripple. You find yourself competing more and more on price, because customers can’t clearly see the difference you bring. That’s the brand doing you a disservice.
None of these things on their own prove your brand is broken. But if several of them sound familiar, it’s probably time to ask whether your brand is helping - or holding you back from - achieving your goals.
Use our Brand Health Checklist to see if it’s time to rethink your brand.
3. How to go about refreshing your brand
Here’s the part where many leaders hesitate. The word rebrand can conjure up images of huge costs, major effort and significant disruption. It doesn’t have to be that way, and more often than not, it isn’t.
A brand refresh is first and foremost a conversation. It starts with asking simple but powerful questions: who are we today, what do we want to stand for, and how does that compare with how others see us? From there, it’s about listening, talking to customers, prospects, employees, and stakeholders to understand what’s resonating and what isn’t. Sometimes the gaps are small, and a small refresh of your story and visual identity is enough to bring everything back into alignment. Maybe the gap is a little bigger, and a brand evolution sees a rethink of some aspects of your story and/or identity.
Other times, the gap is big. Maybe the market has shifted dramatically, or your business has changed so much that the old brand feels like a suit that no longer fits. In those cases, a more fundamental rebrand may be needed. Yes, that requires more investment and effort but it also tends to deliver a bigger payoff, because it’s solving bigger challenges.
The most important thing is authenticity. A rebrand isn’t about inventing a shiny new image that you think will sell better. It’s about reflecting your true identity in a way that connects with the audiences who matter most. When done well, it doesn’t just change the way your business looks, it can galvanise your people, reinvigorate your customers, and signal to the market that you’re a business built for the future.
Final thoughts
Your brand is one of the most valuable assets your business has. It’s how people recognise you, trust you, and decide whether to engage with you. But like any asset, it can lose relevance if it’s not maintained and renovated to match your changing needs.
Right now, as the economy starts to turn and businesses look ahead to growth, is the perfect time to step back and ask: is our brand still telling the right story? Does it reflect who we are today, and where we want to go tomorrow?
For those brave enough to ask the question, and act on the answer, the rewards can be significant. Stronger positioning. Greater resilience. A more engaged team. Enhanced sales. And a brand that’s truly fit for purpose.
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At Insight Creative we have 50 years of helping our clients develop, maintain and refresh their brands in ways that engage with their audiences, helping shape perceptions, drive behaviours and deliver the business results they need.
