In Part 1, we explored the strategic alignment and implementation behind Milliman’s journey with CMO Matt Curtis. In Part 2, we unpack the critical insights for anyone about to embark on a brand refresh. Whether you’re at a large organization or a scrappy startup, these insights will help you navigate with confidence. 

#1 – Start with a clear vision (and stick to it)

One of the first lessons from Milliman’s refresh was the importance of having a clear vision—and sticking to it, even when faced with pushback. “You have to know what you’re trying to achieve from the start. If you don’t have clarity on your vision, you’ll get pulled in a million different directions.”

This meant defining what the brand stood for and how it needed to evolve. “We needed to level up. The vision was to create something that matched our expertise and reputation. Once we made it clear that was our focus, it was easier to get people on board.” 

Insight:

Before diving in, take the time to define your vision for success, which will serve as your North Star throughout the process. 

#2 – Build a coalition of support

A brand refresh is a team sport and it’s important to build a coalition of support across the organization. “You can’t do it alone. You need allies—people who believe in the vision and are willing to champion it.”

This meant conducting workshops, gathering feedback and refining the brand over time. “We talked to over 100 people during the process. It was hard work, but it paid off because people really felt like they were part of the process…and they were.”

Insight:

Identify your internal champions early on. These are the people who can help you build momentum and rally support when you need it most. 

#3 – Focus on internal communication

A refresh isn’t just for external audiences—it’s for employees, too. In fact, internal communication is just as important as external messaging. “If your people aren’t excited about the brand, it’s not going to come alive externally. You have to focus on making it something they can get excited about and personalize.” 

This meant creating engaging internal communications, from animated videos to branded swag. “One of the things we loved most was the animated video we created that explains the brand. Now, if someone asks us what the brand is about, we can just send them that. It’s a beautiful thing.”

Insight:

Don’t overlook internal communication. Use creative tools like videos and swag to get employees excited about the new brand.

#4 – Prep for the long haul

A brand refresh isn’t a one-and-done project—it’s an ongoing process. “It takes a while to get it right. You have to be patient, persistent and willing to fight for what you believe in.” 

This meant staying committed, even when faced with challenges. “There were times when it got pretty tough. But I enjoyed the challenge. It forced us to have discipline and a deep understanding of the business to keep the momentum.” 

Insight:

Refreshing takes time. Stay focused on the long-term, and don’t be discouraged by setbacks along the way. 

The power of a cohesive brand

At the end of the day, a successful refresh is creating a cohesive identity that reflects a company’s culture and vision for the future. The Milliman brand refresh was a testament to the power of persistence, collaboration and creativity. “It’s not just a design exercise. It’s about understanding the business, connecting great design with a deep understanding of the culture and giving people the tools to succeed.”

Missed Part 1? Catch up to learn how Matt Curtis helped lead Milliman through their brand refresh.