Navigating The Nuances


Why Change?

When it comes to revitalizing a brand, the journey starts with a fundamental question: Why? It’s not about change for change’s sake, but a purposeful shift to energize and align the brand with its evolving business landscape and audience expectations. Whether it’s a decade-old company or a market leader, understanding the ‘why’ behind a brand refresh can determine its success or failure.

Leveraging What Works

Revitalizing a brand doesn’t mean starting from scratch. It’s about building on what already exists—leveraging the equity and goodwill built over years. By conducting thorough discovery sessions, we dive deep into what makes your brand resonate with its audience and what aspects could benefit from a polish or a pivot. This step ensures that any changes reinforce the brand’s strengths while addressing areas that need rejuvenation.

The Execution Phase: Refine, Refresh, Redo

Execution is where strategy comes to life. With a solid understanding of your brand’s foundation, we categorize potential changes into three buckets: refine, refresh, and redo. Each category serves a purpose, from subtle tweaks that enhance current perceptions to complete overhauls that signal a new direction. Prioritizing these actions helps allocate resources effectively, ensuring that each step delivers maximum impact.

Navigating Through Feedback

One crucial aspect of executing a brand refresh is remaining open to feedback. This feedback, whether from internal stakeholders or the target audience, can provide critical insights that might adjust the trajectory of the refresh process. It’s about balancing vision with adaptability, ensuring the brand remains relevant and resonant.

A Continuous Journey

Finally, a brand refresh is not a one-time project but a continuous journey. It involves regular check-ins and updates to ensure the brand remains aligned with its strategic goals and market dynamics. It’s a cyclical process of evaluation, implementation, and refinement.


Until next time,


Team Sussner


To hear this, and all Brands Made Meaningful podcasts, just click

We tell, and we show. See work examples at 

And we’d love to hear from you. Please contact

Brands Made Meaningful

A Sussner Podcast


Frequently Asked Questions