Which brand assets should you retain or update during a brand refresh?

Audit the assets currently in use before starting the refresh

A brand refresh involves more than replacing a logo. Names, colors, product packaging, website addresses, document styles, and customer contact points can all help people recognize a business. Clarifying business changes and customer problems before deciding which assets to adjust can reduce the risk of making the business harder to recognize or losing access to information after the update.

Brand discussions at CES 2025 explored how to maintain brand distinctiveness amid technological change. Building on this public topic, this article offers methods for auditing and assessing assets. Companies still need to verify the specific rights and business facts involved.

Document assets and how they are actually used

Collect current and historical versions, and record each asset's name, owner, channels of use, intended audience, and related files. Alongside the brand guidelines, review the materials actually used by sales teams, suppliers, and regional departments. If multiple versions of the same logo exist, first confirm which version is currently valid and where it may be used.

Flag the touchpoints customers rely on, such as product model numbers, packaging identifiers, service phone numbers, and access points for information on the official website. An outdated appearance does not automatically mean an asset has no value; frequent use does not necessarily mean it remains accurate. Both need to be assessed against the tasks they support.

Customer interviews, customer service inquiries, and public information can help clarify perceptions, but their sources, dates, and scope should be documented. Where evidence is missing, mark the assessment as pending validation rather than presenting internal preferences as the views of all customers.

Compare retention, modification, and retirement separately

Record three questions for each asset: Does it help customers recognize the current business? Does it accurately reflect the products and responsibilities? Can it be maintained across future touchpoints? For elements that still support recognition but are applied inconsistently, consider refining the usage rules. Names or materials that no longer reflect business facts may require changes and a transition plan.

Select representative touchpoints, such as the official website, packaging, and sales documents, and use the same content to compare different options. Ask readers who know the company and those encountering it for the first time to identify who the company is, what the product is, and where to go next. Record where misunderstandings occur, rather than comparing aesthetic preferences alone.

The company and relevant professionals should verify the rights to use names, logos, and images. Approval of a design does not mean that trademark or licensing checks are complete. Partner logos and client project materials must also be used in accordance with the permissions actually granted.

Plan the transition between old and new versions

Create a checklist documenting old assets, target versions, owners, dependencies, and completion status. Prioritize pages and materials that affect customer recognition, contact, and product selection. Physical packaging and documents used over extended periods may need a transition schedule based on production and business conditions.

If website addresses need to change, first map old addresses to new ones and verify the redirects. When updating contact details, confirm that customer service and sales teams use the same version. Do not simply assume that historical manuals, equipment nameplates, or contract information already provided to customers will immediately disappear.

When notifying suppliers and channel partners, provide approved assets, their scope of use, and a contact for questions, and document when old versions must be retired. For external channels beyond the company's direct control, track the status of updates and ensure that the company's own website provides accurate explanations.

Continue reviewing and maintaining assets after launch

Ask readers to complete tasks such as finding products, identifying the company or entity involved, and contacting support, and observe whether old and new information causes confusion. Document the test conditions and findings. A visual update alone does not justify claiming that brand recognition or sales have improved.

Deliverables should include editable assets, version notes, scope of use, maintenance responsibilities, and unresolved issues. Qingmei Future can help clarify brand strategy and visual applications; the relevant company representatives are responsible for confirming business facts, rights, and final decisions.

Discussion Background and Scope

CES · Escaping the AI Echo Chamber: How to Preserve Brand Distinction in the Age of AI · 2025-01-09. Official page date: 2025-01-09. The source discusses brand storytelling and distinction in the age of ai. It is background reading, not evidence for each practical recommendation in this article. The recommendations are Qingmei Future’s independent analysis.

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