A brand refresh is a marketing strategy that involves updating or revamping various elements of a brand's identity to keep it relevant and appealing to its target audience. It is typically done to enhance the brand's image, differentiate it from competitors, and attract new customers while retaining existing ones.

The basic things that are typically done in a brand refresh include:

1. Reviewing the brand's current identity: This involves analyzing the brand's visual and verbal elements, such as its logo, tagline, brand voice, and messaging, to determine what's working and what needs improvement.

2. Conducting market research: This involves researching the brand's target audience, competition, and industry trends to identify areas where the brand can differentiate itself and appeal more to its customers.

3. Refining the brand's messaging: Based on the market research, the brand's messaging is refined to better resonate with its target audience, communicate its value proposition, and differentiate it from competitors.

4. Updating the brand's visual identity: This involves refreshing the brand's logo, typography, color palette, and overall visual aesthetic to better align with the refined messaging and appeal to the target audience.

5. Developing a brand style guide: A brand style guide is created to ensure consistency across all brand touchpoints and communications, including marketing materials, social media, and website.

6. Launching the refreshed brand: Once the brand refresh is complete, it's launched to the public through various channels, such as a new website, advertising campaigns, social media, and public relations efforts.

Overall, a brand refresh can help a brand stay relevant and competitive in a constantly evolving marketplace by updating its identity and messaging to better appeal to its target audience