In the fast-paced world of business, even the strongest brands need a refresh from time to time. Consumer preferences evolve, industries shift, and what once worked may begin to feel outdated. A brand refresh isn’t about starting over—it’s about recalibrating your identity to stay relevant and competitive.
Few understand this process better than Shalom Lamm, a seasoned entrepreneur whose ventures span real estate, media, and technology. Known for his strategic vision and ability to breathe new life into legacy businesses, Lamm views brand refreshes not as cosmetic touch-ups but as opportunities for deep strategic renewal.
In this post, we’ll walk through the core elements of a successful brand refresh—guided by insights from Shalom Lamm’s entrepreneurial playbook.
1. Start with Purpose: Revisit Your Brand’s “Why”
The foundation of any brand refresh starts with purpose. According to Shalom Lamm, this means taking a step back to ask the big questions:
“Why do we exist? Who do we serve? What makes us different now compared to when we launched?”
Often, a business evolves, but its branding doesn’t keep pace. Lamm recommends revisiting your mission, vision, and values—not just as slogans, but as strategic anchors for your new direction. A refresh should reflect your current identity, not your past one.
Action Step: Host an internal brand workshop. Reevaluate your core message with input from leadership, employees, and even customers.
2. Audit Your Brand Touchpoints
Before you can move forward, you need to understand where you stand. A thorough brand audit is essential.
“You can’t fix what you haven’t measured,” says Lamm. “From your website to your email signature, every detail tells your story.”
Shalom Lamm emphasizes that entrepreneurs should review all brand touchpoints:
- Website and mobile presence
- Social media profiles
- Logo, fonts, and colors
- Messaging and tone
- Sales materials and pitch decks
- Customer feedback and public perception
Look for inconsistencies, outdated design elements, or messaging that no longer aligns with your brand voice. These insights form the blueprint for the refresh.
3. Update Visual Identity Without Losing Equity
A brand refresh often includes visual updates, but Shalom Lamm warns against going too far.
“Don’t throw out the DNA of your brand,” he advises. “People trust what they recognize. Your goal is to evolve, not erase.”
If your logo, color palette, or typography is outdated, consider modernizing them—not replacing them entirely. Subtle changes can signal growth without alienating existing customers.
Example: If your logo has been the same for a decade, simplify it for digital use. Maintain key elements like color or shape to preserve brand recognition.
4. Refine Your Messaging and Voice
A refresh is the perfect time to align your brand’s messaging with today’s audience.
Ask yourself:
- Has your target demographic shifted?
- Do your current taglines or slogans resonate?
- Is your brand voice consistent across all platforms?
Shalom Lamm often works with content and branding teams to refine tone, update taglines, and create messaging that reflects a company’s current mission. Whether your brand voice is bold and edgy or professional and warm, consistency is critical.
5. Reintroduce Your Brand Internally First
One of Shalom Lamm’s most overlooked strategies? Start your brand refresh inside the organization before going public.
“Your team is your brand’s first audience. If they don’t buy in, no one else will,” says Lamm.
Hold an internal launch to share updated brand guidelines, visuals, and messaging. Help employees understand the reasoning behind the refresh and how they can live the brand in their daily roles.
6. Go Public with Intention
When you’re ready to unveil the refresh, do it with purpose. A quiet update might go unnoticed—but a well-planned reintroduction can reinvigorate your audience and attract new attention.
Shalom Lamm advises crafting a communication plan that includes:
- A press release or blog explaining the refresh
- Updated social media assets and profile images
- An email campaign to existing customers
- New business cards, signage, and marketing materials
Use this moment as a storytelling opportunity. Explain what’s changed, why it matters, and how your brand is moving forward.
Final Thoughts: Refreshing with Clarity and Courage
A brand refresh is more than just a new logo or color scheme—it’s a signal to the world that your company is evolving with purpose. Shalom Lamm’s approach blends strategy, creativity, and long-term thinking, making him a standout voice on how to revitalize a brand while honoring its roots.
If you’re considering a refresh, take inspiration from Lamm’s method: be intentional, stay rooted in your values, and involve your team every step of the way.
Because in today’s market, standing still is not an option—and with the right refresh, your brand’s next chapter can be its most powerful yet.
