Brand Redesign: How to Start with Data

Brand redesign is more than just changing a logo or tweaking colors. To set the right direction, you first need to understand how users perceive your brand and what areas they feel need improvement.

So how can you effectively gather user opinions and apply them to your rebranding process?

1. Start by Understanding Current Brand Perception

Before beginning a rebranding project, it’s essential to analyze how your brand is currently perceived. Find out what kind of image comes to users’ minds when they think of your brand, and what design elements they feel need improvement.

🔹 Example Survey Questions:

• "What’s the first word that comes to mind when you think of this brand?" (Multiple choice with optional open-ended response)

• "What emotions do you associate with this brand?" (e.g., trustworthy, innovative, warm)

• "Which design element needs the most improvement?" (e.g., color scheme, logo, typography)

✅ Using Walla:

• With Walla's AI response analysis (available in the Enterprise plan), you can automatically extract key insights from open-ended answers, even with high response volumes.

• The “Statistics” and “Response Sheet” features show overall response trends, while “Analytics” allows you to view time spent, drop-off rates, and drop-off questions.

• Open-ended fields allow users to freely express opinions and may reveal unexpected areas of improvement.

2. Test Reactions to Logo and Color Changes

One of the most critical elements in a redesign is the logo and color scheme. It’s important to test how your current visuals are perceived and compare reactions to new design drafts.

🔹 Example Survey Questions:

• "How satisfied are you with the current brand logo?" (Linear scale)

• "Which design do you prefer: Old Logo vs. New Logo?" (A/B test format)

• "Which color best represents our brand identity?" (Multiple choice – select all that apply)

✅ Using Walla:

• Customize the survey design to match your brand’s image and immerse respondents in your brand’s look and feel.

• Include images or website mockups in your questions for objective comparisons.

• Use the “Advanced Sheet” to filter responses by demographic (e.g., age, occupation) and analyze feedback from specific target groups.

💡 Tip to Boost Response Rates: Offer a Digital Gift Card Want to increase participation? Try mentioning a gift card reward at the start of the survey.
Worried about the hassle of purchasing and sending gift cards manually via messaging apps?

With Walla, you can send digital gift cards directly through the platform—no extra steps needed. Popular options like Starbucks, Baemin, and Naver Pay are all available for instant delivery.

3. Define a Clear Redesign Direction

Based on survey results, you’ll need to define a clear direction for your redesign. This includes identifying the brand’s core message and determining which design elements are most important to users.

🔹 Example Survey Questions:

• "What do you think is the core message our brand should communicate?" (Open-ended)

• "Which element is most important in the new brand design?" (Dropdown or multiple choice)

• "What changes would make the redesign feel successful to you?" (Multiple choice – select all that apply)

✅ Using Walla:

• The “Advanced Sheet” lets you compare relationships between different responses and easily identify key elements by age, gender, department, and more.

• Logic branching lets you customize follow-up questions based on previous answers, creating more in-depth surveys.

• With real-time collaboration and co-editing features, teams can build surveys together and easily share data insights.

Redesign Backed by Data—Not Just Intuition

Brand redesign isn't something that should rely solely on visual instinct or design trends. It's crucial to understand your brand’s strengths and weaknesses through user data and incorporate objective feedback.

Walla makes it easy to create user surveys, analyze responses in real-time, and refine your redesign direction based on actionable insights.

Start your brand redesign journey with data, not guesswork—with Walla 🚀

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