4 Ways to Refresh Your Brand Message for 2024

Hello, 2024! A brand new start, tons of new opportunities, and the perfect time to revisit and refresh goals – the beginning of the year is one of the best times to shake things up in your business and try something new. Enter: refreshing your brand message.

(If you ask us, this is one of our favorite aspects of brand strategy that we love supporting our clients with!).

Whether it’s through an updated marketing strategy or a visually-focused revamp, refreshing your brand message doesn’t have to mean a complete overhaul of your brand or business. Better yet, it can be simple and subtle – it all depends on where you stand, where you want to go, and what your current audience is telling you.

So, just in time for these first weeks of the year, let’s take a closer look at how you and your team can refresh your brand message – and continue to kick ass throughout the year.

Why does a brand message refresh matter?

Before we get started with the how, we need to take a look at the why of a brand message refresh.

In case it’s been a while since you looked into it, your brand message is everything that goes into how your brand, business, or persona shows up online. 

This includes the following:

  • Mission and vision statement
  • Brand values
  • Unique value proposition (or, as we like to call it, your “fierce factor”)
  • Brand voice & tone
  • Visual identity
  • Design elements
  • Community engagement strategies

Now that we’re on the same page, let’s take a look at how refreshing your brand message can help boost your brand in the new year – especially if you’ve been feeling like things have gotten a lil’ stuck or they’ve been moving too slow for your liking.

In short, a brand message refresh matters (and can be incredibly helpful) because it aligns your brand with current market trends and customer expectations. After all, without a brand refresh, it can be challenging for your brand to stay relevant, engage effectively with your audience, and even grow in a competitive marketplace – all things that you don’t want to happen.

Beyond that, when you refresh your brand message, you can also work toward attracting new customers and re-engaging existing ones. This means that your marketing efforts become even more effective and customer loyalty strengthens – while increasing brand awareness.

And doesn’t that sound daaaaaamn good? 

4 ways to refresh your brand message in the new year

Although a brand message refresh can happen anytime during the year, there’s something special about the energy and optimism that comes along in January. After all, the start of the year can be one of the best times to do so because of everything a “new year” signifies: new beginnings, renewed motivation, and growth potential.

And why not use most of that reinvigorating burst of energy by pouring it back into your own business? 

Whether it’s revisiting your core values or updating your visual identity, refreshing your brand message can help both re-energize your team (or yourself!) and re-engage customers who have been slowly drifting away or losing interest.

Let’s dive into four of the most effective ways to breathe new life into your brand this year!

1. Conduct a brand audit

One of the most important things you can do to refresh your brand message is to conduct a brand audit to see exactly where your brand stands.

First things first, start by taking a detailed look at your current brand. Analyze your website, social media presence, marketing materials, and customer feedback – and, from there, identify what’s working and what isn’t. 

A brand audit won’t just highlight areas where your business can improve, but it’ll also help you understand your brand’s strengths and weaknesses – ultimately making it easier to align your brand message with your audience’s needs and expectations.

Additionally, you’ll also want to take into account other aspects of your brand’s overall image like brand perception, market position, and consistency across various channels.

Once concluded, a thorough brand audit can help lay the foundation for informed updates and ensure that any changes you make are both strategic and impactful.

2. Shake up your visuals

Visuals are often the first thing that people notice about your brand. That said, a mini visual shake-up or refresh is a great way to breathe new life into your brand message – and still maintain the essence of what your brand stands for.

Start by assessing your current design elements – this means your logos, color schemes, fonts, and overall aesthetic – and ask yourself some important questions to help you decide what to do next.

For example, do these elements still represent your brand effectively? Are they in line with current design trends? If not, what adjustments can be made to change this while still staying true to your brand’s identity?

Once you’ve figured this out – probably through the aforementioned brand audit – it’s time to actually implement these changes thoughtfully and strategically.

In line with this, you’ll also want to make sure that your visuals aren’t just eye-catching but also reflective of your brand’s personality and values. Sometimes, even small changes like updating your color palette or refreshing your logo can have a significant impact on how your brand or business appears online. 

Remember: your visuals are a powerful tool to make your brand stand out and connect emotionally with your audience!

3. Expand your content strategy

One thing’s for sure: content rules in today’s digital world.

With this in mind, refreshing your brand message can also mean revamping your content strategy – and bringing a new perspective to your brand’s existing narrative.

From exploring new topics that resonate with your audience to adopting different content formats like videos or podcasts, or even just adjusting the tone and style of your content to better align with your audience’s preferences, there are many benefits of taking your content strategy to the next level.

Some of these include driving engagement, enhancing brand visibility, and strengthening customer loyalty – all of which can come together to contribute significantly to your brand’s growth.

After all, effective content can drive engagement, build community, and position your brand as a thought leader in your industry – and isn’t that what you’re actively working toward when refreshing and revitalizing your brand’s overall presence in the first place? 

4. Update your brand book

Put simply, your brand book is like the blueprint of your brand’s identity. It guides how your brand presents itself to the world by outlining your mission, visual identity, and communication style all in one neatly-designed, easy-to-follow package.

That said, looking through and updating your brand book can be a great way to realign your brand with current goals and maintain consistency – especially regarding evolving market trends and audience preferences.

Big or small, through a major overhaul or subtle tweaks, a brand book update can include everything from rewriting your mission and vision statements to updating your visuals, integrating new color schemes or design elements, adding new details about customer engagement strategies, reflecting any changes in your brand voice or tone, and including new messaging strategies you’ve been wanting to try out.

At the end of the day, an updated brand book can help ensure consistency across all platforms and touchpoints – both if you work solo or alongside a team. 

Once this is strategically implemented, it can be the perfect roadmap toward building brand recognition and trust, as well as helping you stay aligned with the brand’s vision and approach.

INSIDER TIP: When working on a brand message strategy with our clients, we create a Brand Message Handbook so they have all their communication strategies neatly organized and in one place. If you don’t have a Brand Message Handbook in place – we highly recommend one!

You’re just in time to refresh your brand message

There’s nothing like setting the tone for the new year by giving your brand a lil’ TLC – and a brand message refresh can help do just that!

No matter the scale or scope of the changes, a refreshed brand message isn’t just a cosmetic change – it’s a powerful statement about where your brand stands today and where it hopes to be tomorrow. 

When it comes to a brand message refresh, here are 4 things you can do to help you get started:
1. Conduct a brand audit
2. Shake up your visuals
3. Expand your content strategy
4. Update your brand book

Need some extra help or guidance? Get in touch with us today to learn more about how The Quirky Pineapple Studio can give you a hand in refreshing your brand message, updating your marketing strategies, and setting a strong foundation for your 2024 marketing efforts!

Looking for brand strategy or copy support?

Schedule a call to learn how we can help you with brand messaging, copywriting, or content marketing!

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We’re a brand strategy & copywriting studio for mission-driven, BIPOC, LGBTQIA+, and Feminist-run brands and businesses who want to increase their visibility and connect with their communities through the power of story and content. We share tips & advice on how to make marketing (and business) fun!

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