A well-known local brand wants to modernise its look without losing existing customers. How would you approach it?

What the interviewer wants to hear

• Research what customers recognise and value in the current brand
• Decide what to keep (brand equity) and what to change
• Evolve rather than replace if equity is strong
• Test with customers and plan a phased rollout

Model answer

I would start with research to understand brand equity, meaning which elements customers recognise and trust, for example a colour, a symbol or the shape of the packaging. I would talk to customers and staff, review sales and social media, and look at competitors. Then I would decide with the client what must stay and what can change. If equity is strong, an evolution usually works better than a full redesign, such as cleaning up the logo, updating type and simplifying the colour palette while keeping the core colour. I would test a few directions with real customers to check recognition and appeal. Finally I would create new guidelines and plan a phased rollout, starting with the most visible touchpoints, and explain the change to customers so it feels like progress, not loss.

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