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Question #2 When Considering a Brand Refresh

Question #2 When Considering a Brand Refresh

If you’re thinking about the state of your brand and examining the opportunity to build, refresh or refine your brand’s identity, the second question we ask is:

What is the background of your business?

As you consider the project you are thinking about and what would success look like to you (which was Question #1), this is where you capture the factual information that helps set the foundation for understanding the landscape of your business, where you’ve been, who you are, and what you do.

Specific information that’s helpful to include is:

A description of your industry

In marketing terms, this as the vertical that you work in. I find it helpful to think a bit broad (i.e. finance) and also narrow (i.e. local community business banking). In general, do you focus on a business audience (B2B) or a consumer audience (B2C)? (We’ll take a deeper look into your target audience and their demographics in a question later on in this series.)

Number of years you’ve been in business

While the steps of the process for creating a start-up brand are almost the same as the process for refreshing a 10-year-old brand, it’s key to understand your history and whether there’s existing equity in the current branding that can be leveraged.

Annual Revenue

Include your growth goals for the next 1, 3 and 10 years. The size of your business includes the number of team members you have on staff that will support the branding efforts. Understanding the financial landscape sheds light on the financial investment that makes sense, and sets a baseline to measure future growth against.

Ownership Structure

Is your business incorporated, non-profit, private, public, or certified as women-owned? Who owns the business – an individual, a group of partners, a parent company, or private equity? Is there a board of directors?

Who is leading the branding efforts, who is on the team and will have a voice, and who has the responsibility for making decisions?

Location, Location, Location

Where is your business’s headquarters? It is physical and/or virtual? Do you have one location, office, facility or several? If multiple, list and describe each.

These are valuable details, factors, and pieces of information that act as ingredients in what will be transformed into your brand’s story, with your brand positioned as the Guide and your customer as the Hero. And this leads to you to attract the right (and more) customers.

The Next Question

We look at Question 3 in our upcoming blog post. In the meantime, contact me if you would like to grab a cup of coffee and talk about how to make sure your brand stands out from the crowd.

Derek Sussner

P.S. If you don’t want to wait for the next post and want all 10 questions now, download the Sussner Brand Worksheet for free here: This pdf includes the 10 questions we use to start every branding project. 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 as you work towards helping your brand break out of the pack.