Reasons why your brand matters more than ever - Lessons from Elsevier's new brand refresh

Brands quietly shape our daily experiences, often in ways we don’t immediately notice. Every day, we encounter thousands of brand messages—on screens, in print, and throughout our communities. Amid this constant flow, a strong and consistent brand stands out. Research shows that clear, reliable branding can increase customer trust by up to 23% (Lucidpress, 2020) and boost recognition by as much as 80% (Nielsen). These numbers remind us that thoughtful branding is not just about visibility—it’s about building lasting relationships. 

Building on our heritage, shaping the future together 

We’ve recently refreshed our brand to better reflect the value we strive to bring to our communities. This evolution is timely. As the world of research and publishing continues to change, there is a growing need to demonstrate the positive impact we can have—together. 

For more than a century, Elsevier has worked alongside researchers and healthcare professionals, supporting progress in science, medicine, and patient care. Our brand refresh builds on this foundation. At Elsevier, we believe that by working together, we can shape human progress to go further, happen faster and benefit all. We help our customers advance science and healthcare with confidence through trusted, quality content and data. We deliver critical insights and provide solutions for improved outcomes. We help impact makers succeed with expert advice and tools through technology and innovation, and we embed inclusion and sustainability into everything we do, so we can move together towards a better future.  

We’ve updated the way we share our story, focusing on what makes Elsevier unique and how we can help advance human progress—always in partnership with others. Our brand refresh, however, is about more than a new look or updated language. It’s about clarity, coherence, and connection. We’ve worked to ensure that our messages are clear and consistent, whether you see them on our website, in an email or in a conversation with a colleague. By aligning our identity across all touchpoints, we hope to make it easier for our communities to understand who we are and how we can support their goals. 

The power of your brand in today’s research landscape 

As your publishing partner, we’re committed to supporting you in realizing your mission and inspiring your communities. Many society journals have strong, trusted brands, benefiting from their society’s reputation as a beacon of credibility within their field. Today, as research integrity remains in sharp focus, your brand is more important than ever—especially since authors choose journals, not publishers. By sharing the findings and key learnings from our own brand review, we hope to help you navigate a changing landscape, uncover new opportunities, and unlock the full potential of your publications—driving meaningful progress together. 

So, what does it take to build a strong brand story—and how can you execute it effectively?

Here are 8 lessons we’ve learned that may help you as you think about your own brand development: 

1. Build a clear, cohesive brand story. A strong framework helps your brand connect and inspire. 

2. Know your audience. To build a strong brand, it’s essential to understand your audiences, gather their feedback, and clearly communicate the unique value you offer.  

3. Stay true to your mission and your community’s needs. Authenticity builds trust and drives loyalty, while remaining relevant is crucial for keeping up with change and challenges. 

4. Keep your story clear and aligned. Ensure your messaging—and both your visual and verbal identity—work together to consistently express your distinct story of value. 

5. Empower your people. Your employees are your strongest advocates. 

6. Share your vision. Bring your stakeholders along on the journey toward a brighter future. 

7. Be consistent and patient. Use the same colors, styles, and messages across all channels, platforms and touchpoints, knowing that lasting impact takes time in a noisy world. 

8. Keep evolving. Regularly review and refresh your brand to stay relevant, while honoring your history. 

Branding is not about standing alone. It’s about moving forward—together. By nurturing your brand, you help create a foundation for progress, collaboration, and discovery. We are your partner for progress, advancing human progress together.