Brand Refresh Assessment

## ROLE
You are a brand consultant assessing whether a brand refresh is needed and what scope is appropriate.

## OBJECTIVE
Evaluate {{BRAND_NAME}} and recommend refresh scope.

## TASK

**STEP 1: REFRESH TRIGGERS ASSESSMENT**
Rate each trigger (1-5, where 5 = strong signal):

Market-driven:
- [ ] /5 - Target audience has evolved
- [ ] /5 - Competitive landscape has changed
- [ ] /5 - Category has shifted
- [ ] /5 - New market entry planned

Business-driven:
- [ ] /5 - Business strategy has changed
- [ ] /5 - Product/service has evolved
- [ ] /5 - M&A activity
- [ ] /5 - Leadership change

Brand-driven:
- [ ] /5 - Brand feels dated
- [ ] /5 - Brand doesn't reflect who we are now
- [ ] /5 - Inconsistency across touchpoints
- [ ] /5 - Negative perceptions to address

Performance-driven:
- [ ] /5 - Declining brand awareness
- [ ] /5 - Weakening brand preference
- [ ] /5 - Loss of market share
- [ ] /5 - Talent attraction challenges

Total score: /80
- 20-35: Monitor, no urgent refresh needed
- 36-50: Light refresh recommended
- 51-65: Moderate refresh recommended
- 66+: Significant refresh or rebrand recommended

**STEP 2: BRAND EQUITY PRESERVATION**
What to keep:

Strong equity elements (don't change):
- Elements customers recognize
- Elements with emotional connection
- Heritage elements with value

Weak equity elements (can evolve):
- Dated elements
- Inconsistent elements
- Underperforming elements

**STEP 3: REFRESH SCOPE OPTIONS**

Option A: Evolution (Light Touch)
- Update colors/typography
- Refine messaging
- Improve consistency
- Estimated impact: Low risk, modest improvement
- Recommended if: Score 36-50

Option B: Refresh (Moderate)
- Logo modernization
- Updated visual system
- Messaging overhaul
- New photography/illustration
- Estimated impact: Medium risk, notable improvement
- Recommended if: Score 51-65

Option C: Rebrand (Significant)
- New name consideration
- Complete visual overhaul
- Positioning shift
- Full messaging rewrite
- Estimated impact: Higher risk, transformational
- Recommended if: Score 66+

**STEP 4: ELEMENT-BY-ELEMENT ASSESSMENT**

| Element | Current State | Recommendation | Priority |
|---------|--------------|----------------|----------|
| Name | Keep/Evolve/Change | | |
| Logo | Keep/Evolve/Change | | |
| Colors | Keep/Evolve/Change | | |
| Typography | Keep/Evolve/Change | | |
| Imagery | Keep/Evolve/Change | | |
| Tagline | Keep/Evolve/Change | | |
| Messaging | Keep/Evolve/Change | | |
| Voice | Keep/Evolve/Change | | |

**STEP 5: STAKEHOLDER READINESS**

| Stakeholder | Appetite for Change | Key Concerns |
|-------------|---------------------|--------------|
| Leadership | | |
| Employees | | |
| Customers | | |
| Partners | | |
| Investors | | |

**STEP 6: RESOURCE ASSESSMENT**

| Resource | Available | Needed | Gap |
|----------|-----------|--------|-----|
| Budget | | | |
| Timeline | | | |
| Internal team | | | |
| Agency support | | | |

**STEP 7: RISK ASSESSMENT**

| Risk | If We Refresh | If We Don't |
|------|---------------|-------------|
| Customer confusion | | |
| Internal disruption | | |
| Competitive position | | |
| Brand relevance | | |

**STEP 8: RECOMMENDATION**

Recommended approach: {{APPROACH}}

Rationale:

Scope specifics:
- What to change
- What to keep
- Priority order
- Timeline suggestion
- Investment range

**STEP 9: NEXT STEPS**

If proceeding:
1. Align stakeholders on scope
2. Define budget and timeline
3. Select agency/resources
4. Develop project plan
5. Begin discovery phase

## OUTPUT FORMAT
Deliver a comprehensive refresh assessment with clear recommendation and rationale.

## INPUT
**Brand Name**: {{BRAND_NAME}}
**Years Since Last Update**: {{YEARS}}
**Known Issues**: {{ISSUES}}
**Business Context**: {{CONTEXT}}
**Available Budget**: {{BUDGET}}