Could a Brand Refresh be just what you need to rekindle the passion in your business and unleash the Power of Your Brand for 2024?


From small independents to multinationals, the cost of goods and services is probably the highest it’s ever been. There is an inevitability about the challenge – how and when do you raise prices? And how to justify this rise to your customer? Enter your company’s secret power, the power of your Brand.

A bit like a spring clean, sometimes it’s good to start the year by clearing out the business cupboards and dusting away the cobwebs. It’s an opportunity to remind yourself why your business exists, what your vision is, and revitalise and excite the minds within your company.

In this article, we will explore the concept of a brand refresh and support your business to elevate into the premium space through your Brand Experience in 2024.

Benefits of a Brand Refresh:

A brand refresh can bring numerous benefits to your business.

  • Firstly, it keeps you connected with the shifting values of your current and potential customers. By understanding and aligning with their values, you can establish a stronger connection and gain a competitive edge in the marketplace.
  • A brand refresh also marks you out as being current and at the leading edge in your industry, enhancing your credibility and reputation.
  • Moreover, it enables you to reflect how your company and product offering have recently grown and improved.

Ultimately, a brand refresh has the power to improve your bottom line and drive business success.


Understanding Branding:

Before delving deeper into the brand refresh process, it’s important to understand the history and meaning of branding.

  • Brands have been around for centuries, with their origins dating back to 2700 BC when farmers used branding to promote ownership and perceived quality.
  • The discipline of brand management as we know it today emerged less than 100 years ago.

At its core, a brand is the “expression of a business in the marketplace”. It distinguishes one seller’s goods and services from those of competitors and holds meaning for the audience.


Building Brand Equity:

Brand equity is a crucial component of brand growth.

It consists of two parts: Awareness and Brand associations.

  • Awareness refers to how well your target audience knows your brand exists.
  • Brand associations are the thoughts and perceptions associated with your brand.

By building high awareness and positive, valuable brand associations, you can greatly benefit your company.

Examples of brilliant brand associations:


When people think of Redbull, they don’t always think of the beverage’s taste, but they usually associate it with sports, adventure, and physical activity. The brand successfully builds a positive connection with its audience who love to discover new or extreme things and need a caffeinated beverage to boost their adrenaline.


Who doesn’t think of Netflix as a personal movie theater? Or a time to chill and enjoy by yourself or with friends at home? Netflix built this hyped brand experience and connected the brand with fun times, chill times, and times to break free from stressful days.

3- Starbucks

Have you ever been to Starbucks excited to see how they write your name to post it on social media? Starbucks’ built some buzz around the brand with their fun personalization experience that continues to attract customers until today.



Brand Refresh: Revitalising Your Brand’s Visual Expression:

A brand refresh involves updating your brand’s visual expression in the market. It goes beyond simply changing your logo or advertising. Instead, it requires a thoughtful approach to revitalise your brand’s identity and align it with your company’s purpose and values.


Case Study

One notable example of a successful brand refresh is Apple, which transformed its brand image in the early 1990s through a sleeker, more modern logo. This rebranding marked the beginning of a new era for Apple, catapulting them to become one of the most recognised and valuable brands globally.


Steps in a Brand Refresh:

A brand refresh involves two main phases:


In the brand thinking phase, you need to define your brand’s purpose, identify what you do best, understand your target audience, and create a clear and concise proposition. This phase focuses on building strong emotional connections with your audience.


In the brand aesthetics phase, you’ll create a visual identity that embodies your brand’s narrative and aligns with your strategy. This includes reviewing your existing visual brand materials, considering new concepts, and ensuring consistency across all channels.


Wrapping Up:

Refreshed your brand’s visual expression, you can effectively rekindle the passion in your business for 2024. The process involves aligning your brand’s purpose, values, and visuals to reflect the growth and changes within your company and the marketplace. By undertaking a brand refresh, you can stay relevant, maintain customer trust, and attract new customers. Remember, a brand refresh should build on your existing strengths while projecting an improved and updated image. So, why not seize the opportunity and embark on a journey to revitalise your brand for success in the upcoming year?


What Next?

We have a few options for you:

  • Join our online course this Jan to: Register Here for a complimentary place on our Brand Refresh workshop. Dates to be confirmed shortly.
  • Book a free, no obligation personal consultation with our brand strategy team
  • Take the pain out of your Brand Refresh and let us manage the process for you.

Find out how we can help you reach and engage your exclusive customers.


We help companies capture the imaginations of customers, elevate their brands, enhance their reputations and expand their revenue.

  • QT

    I cannot recommend Treacle enough! Their professionalism, work ethic, creativity and dedication to get the job done goes above and beyond! It is also so nice to work with such a friendly, approachable team!

    - Corney & Barrow

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  • QT

    My experience with Treacle has been refreshingly different. The team truly understood our needs and brought our initial rebranding ideas to life. Through the creative, implementation and launch phases of our website, the entire team have been exceptional. I have had the privilege of working on other projects with Treacle and regardless of the brief, the team always go the extra mile and deliver.

    - Adele Smith, Head of Marketing at MM&K

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  • QT

    We are delighted with the website. It is beautiful, simple and functional: precisely what we asked and hoped for. Thank-you for being such creative, positive and hard-working professionals throughout this process; finding an agency that not only understood what we were trying to achieve but could then deliver the required result was probably the greatest challenge we faced when we decided to take this step.

    - Andrew, Dan and Richard, Founders of The Intercooler

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  • QT

    Treacle was recommended to us by a fellow automotive business. Matthew was fantastic, he listened, took on board our ideas and requirements and was able to design a website which was beyond our expectations…all in one go. Great team, good support and looking forward to doing business again.

    - Nadeem Ali, Undercover UAE

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