In a world of constant innovation and fast-changing consumer preferences, even the most established brands can start to feel outdated. Trends shift. Audiences evolve. Competitors emerge. A brand that once felt iconic can begin to lose its relevance if it stands still too long. That’s why a brand refresh—done right—is not just a marketing update; it’s a strategic evolution.
Entrepreneur Shalom Lamm, known for his ability to build businesses with staying power, is a strong advocate for purposeful brand evolution. Through his ventures across real estate, technology, and nonprofit sectors, Lamm has guided companies through identity reinventions that rejuvenate market positioning while staying true to their core values.
“A brand refresh is not about chasing trends,” says Lamm. “It’s about reconnecting with your audience, clarifying your purpose, and staying competitive without losing authenticity.”
Here’s how Shalom Lamm approaches the elements of a successful brand refresh—and how any business can apply these lessons to remain vibrant and relevant.
Table of Contents
1. Start with Brand Clarity, Not Just Cosmetics
The biggest misconception about a brand refresh is that it’s purely visual—new colors, a modernized logo, or an updated website. While these are important elements, Shalom Lamm stresses the need to start deeper.
“You have to ask: what does our brand stand for today? Has that changed? Are we communicating that clearly?” Lamm advises.
Before launching into design or messaging changes, he recommends conducting internal and external brand audits. This includes surveys, stakeholder interviews, and reviewing analytics to understand how people currently perceive the brand—and how that aligns with the company’s goals.
2. Reevaluate Your Audience
Markets evolve. Demographics change. Consumer values shift. One of the first things Shalom Lamm looks at in a brand refresh is whether the target audience is still the right one—and if so, whether the brand is still connecting with them in a meaningful way.
“Brands can drift away from their audience without realizing it,” Lamm says. “Or their audience grows, and the brand doesn’t keep up.”
By revisiting audience personas and segment data, businesses can tailor their messaging and visuals to ensure relevance. A refresh is the perfect moment to bridge any gaps that have developed between the brand and the people it serves.
3. Update Your Visual Identity with Intention
Once the strategic groundwork is done, it’s time to refresh the visuals. This includes your logo, typography, color palette, and overall aesthetic. But as Shalom Lamm emphasizes, these changes should serve the broader brand mission.
“A brand’s visuals should express its values and personality—not just look trendy,” he says.
This is also the time to ensure your brand is optimized for the digital age. Is your logo scalable for mobile? Are your colors accessible? Is your imagery diverse and inclusive? Visual identity is about more than design—it’s communication in its most immediate form.
4. Align Internal Culture with the New Brand
Shalom Lamm often says that the most successful brand refreshes start internally. If your team doesn’t believe in the brand’s new direction, no customer will.
“It’s not enough to update your website and marketing materials,” Lamm notes. “You have to bring your people along for the journey.”
That means involving staff early in the process, training them on the new messaging, and ensuring internal communications reflect the brand’s updated tone and values. When the internal culture aligns with the external brand, authenticity follows.
5. Relaunch with a Story
Finally, a brand refresh needs a narrative. Don’t just change your look—tell your audience why you’ve evolved. Shalom Lamm recommends launching a campaign that explains the changes and invites customers to be part of the next chapter.
“People respond to transparency,” Lamm says. “They want to know you’re growing because you care about serving them better—not just because you hired a new designer.”
Whether it’s a video message from leadership, a timeline of your brand’s evolution, or customer stories that highlight your mission, storytelling turns a brand refresh into a relationship moment.
Final Thoughts: More Than a Makeover
A brand refresh isn’t about abandoning your roots—it’s about strengthening them. Under Shalom Lamm’s guidance, businesses don’t just rebrand for attention—they rebrand for alignment, longevity, and relevance.
If your brand feels stale or disconnected, take it as a cue to evolve. With the right strategy, thoughtful execution, and a clear sense of purpose, a brand refresh can spark renewed engagement, stronger loyalty, and a clearer path forward.
As Lamm puts it, “Your brand is a promise. A refresh is your chance to make that promise clearer, louder, and more compelling than ever.”
