Shep Hyken on Brand Refresh: Balancing the New with the Familiar

In a recent LinkedIn post, Shep Hyken discusses the delicate art of brand refreshing, emphasizing the critical need for businesses to balance modernization with the preservation of customer loyalty. Hyken cautions that while staying relevant is crucial, companies must tread carefully to avoid alienating the very customers who have driven their success.

Hyken uses the recent redesign of Walmart’s Great Value brand packaging as a prime example. He highlights that the packaging may look different, but the core value and product integrity that customers rely on remain unchanged. This distinction, according to Hyken, is paramount.

“When companies change too much, customers may wonder, ‘What happened?’ But when they modernize thoughtfully, customers think, ‘This looks better.’”

The Essence of Brand Experience

Hyken argues that a brand’s true identity is not merely its logo or visual aesthetics, but rather the cumulative experience customers have with the company. He states that a successful refresh must consider this deeper meaning.

According to Hyken, the core of a brand lies in the customer’s interaction.

“A brand is more than a logo or packaging. The real brand is the experience customers have every time they do business with you.”

Achieving Design Balance

The customer experience expert introduces the concept of “design balance” as the key to successful brand refreshes. This involves simultaneously achieving two vital objectives:

• Reassuring loyal customers that their trusted brand is still present.
• Attracting new customers with a modernized and appealing image.

Hyken elaborates on this balance, suggesting that the goal is to appear current without feeling entirely unfamiliar to existing patrons.

“The best refreshes balance two important goals: • Reassure loyal customers • Attract new customers. That’s what I call ‘design balance.’ Look new without feeling new.”

Navigating the Refresh Process

In his analysis, Hyken advises businesses to be mindful of the potential pitfalls of chasing novelty. He stresses the importance of remembering the foundational customer base that contributed to the company’s current standing.

As Hyken notes in his article, companies should proceed with caution:

“In this week’s article, I share why companies should be careful not to chase the ‘new’ and forget the customers who got them where they are today.”

Ultimately, Hyken’s insights underscore that effective brand evolution requires a deep understanding of customer psychology and a commitment to maintaining the core values that foster enduring relationships.