Our newsletterVendor reportHubSpot, 2026
85% of marketers revisit their brand identity at least once a year
Positioning & messaging
85%
Share of marketers who revisit their brand identity at least once a year
- Reader Note:
- Self-reported. The 85% is the sum of two answers in the report's own breakdown - 40% refresh their brand quarterly and 45% annually - so it covers a wide range of cadence, from four reviews a year to one. "Revisit" is not defined and spans anything from re-reading the guidelines to repositioning; the report does not say what changed as a result, or whether the teams that revisit more often perform better.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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