We just completed a brand refresh and I keep getting asked the same question: “How do you know when it’s time?”
The answer isn’t as straightforward as you might think. Brand refreshes aren’t just about updating logos or tweaking taglines (though that’s part of it!). They’re about ensuring your brand authentically reflects where your company is today and where it’s headed tomorrow.
I’ve been through this process many times, but I always learn something new. Here’s what consistently sticks out: Many of the best brands refresh every two to three years, not because they’re broken, but because markets evolve, technology advances, and customer needs shift. The key is to ask the right five questions before you begin.
1. Is this what’s best for the customer?
This should be your North Star question throughout the brand refresh process. Every decision must be rooted in what delivers real value to the customer, not what simply satisfies internal preferences or fleeting trends.
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During our recent refresh, we kept coming back to a core concept: IT and security are at the very heart of organizational productivity. Without them, organizations would fall apart. Our customers are IT and security professionals who are up against increasing complexity every day. They need solutions that transform challenges into opportunities and empower teams to focus on innovation.
This question helped our renewed mission become clear: elevating human potential by managing, automating, and protecting data and technology to empower continuous innovation. It directly addresses the pain points and daily battles, not only for our customers but also our internal IT and security teams. This isn’t just a message. It’s a commitment to tackling the real problems our customers face, helping both IT and security teams reclaim time and focus on what truly drives progress and growth. It’s about making their work more valuable and enabling teams to focus on what truly drives progress and growth.
2. What am I really trying to sell?
Be brutally honest here. Strip away the marketing speak and identify your core value proposition.
For us, the answer is clear, and pretty refreshing: We’re selling the unification of IT and security. Not just tools, but the actual alignment that lets teams work together instead of against each other. Our portfolio statement “Manage. Automate. Protect.” reflects this straightforward approach.
If you can’t explain your value proposition in simple terms, your customers probably can’t either.
3. Does our brand match our current reality?
Your brand should reflect who you are now, not who you were five years ago or who you hope to become someday.
While our former brand ethos (Everywhere Work) had propelled us forward during the pandemic, the changing world and our evolving vision called for an identity evolution. We had to acknowledge that what worked five years ago, does not work today. Recognizing this, we understood the need for a transformation—one that authentically represents the way we work now and the direction we’re heading.
4. Are we speaking our customers’ language?
Technical audiences appreciate directness. They want to understand exactly what you do and how it helps them succeed.
We know the terrain because we’ve navigated it ourselves, so we should be able to communicate that. Our new brand statement—“IT and Security. Innovation at Work.”—speaks directly (and concisely) to our core audience.
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This is not just a tagline; it’s a clear signal that we understand our audience and are dedicated to supporting their mission with solutions that matter.
5. Will this stand the test of time?
Brand refreshes require significant investment. You want messaging that will remain relevant as your market evolves. While I believe in regularly assessing your brand’s fit, it’s crucial not to chase fleeting trends at the expense of long-term relevance.
We built our refresh around enduring truths: the need for visibility across technology environments, the importance of automation in managing complexity, and the critical role of protection in enabling productivity. These foundational truths will only become more vital as technology advances.
The execution matters as much as the strategy
Having clear answers to these questions is just the starting point. The real work happens in execution, ensuring every touchpoint reflects your refreshed brand consistently.
We’ve structured our teams to deliver on our brand promise. Marketing, customer success, and renewals work as a unified organization focused on the complete customer lifecycle. This isn’t just organizational efficiency; it’s brand integrity in action.
The best brand refreshes feel inevitable once they’re complete. Your customers should think, “Of course this is who they are.” If you’ve answered these five questions honestly and executed them thoughtfully, that’s exactly the response you’ll get, and you’ve set the stage for that unmistakable clarity and connection.
Melissa Puls is chief marketing officer and SVP customer success and renewals at Ivanti.