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10 Questions to Kick Off Refining Your Brand

We use the 10 questions in this worksheet at the start of every branding project. Whether you're building, refreshing or simply refining your brand, these questions set the foundation for the process and help guide the creative to its full potential. Use this worksheet as a tool to inform your internal team, your agency or design firm partner, or to gain a deeper understanding of your brand's landscape.

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Build These 5 Things to Grow Your Business

If you need to attract more leads and close more sales, then you need a sales funnel. A sales funnel is another way of saying marketing plan, and it works regardless of the type or size of your business, or what you sell. This strategy will engage customers, capture their attention, and compel them to buy. Download the Marketing Checklist and get started growing your business today.

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Make Sure Your Brand Stays Relevant

Make Sure Your Brand Stays Relevant
How to make sure your brand stays relevant to your audience |  Reason to Refresh Your Brand Identity – Number 5

You can be so heads-down focused on working “in” your business that before you know it, a few years go by and without realizing it, your brand image has fallen behind the times. There are many benefits to working hard – too many to list. But if you’re not also paying attention to your brand, the result can be an image that no longer resonates with your audience. If your brand is out of date or does not reflect the high quality of your services, then it is getting lost in the crowd. And if you are like most people, wondering what goes into staying current can leave you feeling overwhelmed.

The Need to Achieve a Timeless Identity
The need for your brand to stay relevant is real. Notable examples of companies that work to keep their brands current include Cadillac, Apple and Starbuck’s. AT&T has updated its brand twice in the last dozen years. And Google has updated its brand three times over the last 9 years.

How do I stay relevant?
Some of the most common questions we hear from clients include:

  • How do I make my brand timeless and attract the right audience?
  • How do I keep my image on trend, without becoming too trendy?
  • How often should I look at my identity and consider updating my logo?

Here are a few things you can do yourself to check your own brand and start to answer these questions:

1) Analyze Your Competitions’ Identities
How do you look and sound compared to everyone else? Does your brand measure up? Does it stand out, or does it blend in?

2) Define Your Desired Brand Attributes
Consider what your customers want and then describe how you want to be perceived
. Choose words that are aspirational.

3) Clarify Your Messaging
Make sure your messaging describes how your products or services help your customers get what they want

4) Count the Years
If it’s been more than 7 years since the last time you refreshed your identity, or if your website is over 5 years old then it might be time to review.

Brands on trend and up close
Here are a few examples of brands we’ve been fortunate and appreciative to have helped refresh:

  • Cutters Gloves
 / The Cutters football gloves brand had not been refreshed since 2004 and felt their identity was no longer in sync with their target audience. Cutters new identity now conveys speed, performance and a little swagger (see it here). The gloves can be seen on the hands of Julian Edelman, NE Patriot’s receiver and Super Bowl MVP. Check ‘em out at your local sporting goods retailer or at
  • New York Tech
 / The New York Institute of Technology was looking to refresh their athletics program branding to help create fresh, relevant and exciting engagement with their athletes and fans. NYIT recently unveiled their new Bears mascot and logotype. Here’s a look at the before and after: (NYIT Latest). See the official press release here: NYIT Press Release
  • Carbones Pizzeria
 / One of life’s small delights is when the pizza you ordered arrives at your door. Carbone’s updated their pizza box to keep the brand current with their customers. While the recipe does not change, Carbone’s is not one to get complacent with their identity. See more Carbone’s branding here: Check out one of their 37 Twin Cities locations here:

How many years has it been since you updated your brand?
When’s the last time your brand took a hard look in the mirror? If you would like to grab a cup of coffee and talk about how to make sure your identity stands up, stands apart and stands out, contact me at You deserve someone in your corner to help make sure your brand is not getting lost in the crowd and instead realizes its competitive edge.

Here’s to staying in the mix!
Derek Sussner

For examples of the impact companies have realized after re-energizing their brand identity, visit the results page of our website at, or download “8 Reasons Refreshing Your Brand Identity Will Give You the Competitive Edge” for free at