Should I brand refresh or rebrand my business? This is the same thing, right? Well actually, no. Though both touch your image, the degree of the changes and underlying purpose are what makes them so distinctive from one another. In summary, a brand refresh is when you slightly spice up your brand image to be more updated and attractive, whereas rebranding is when you change it entirely.
Now, you may know your brand needs something fixed to achieve more sustainable growth, but how deep that actually goes is the real ice that needs to be cracked. Does your brand need a slight makeover to stay relevant in the ever-evolving market? Or is your brand so rusty that you need a complete transformation to achieve quick growth that increases your bottom line?
The truth is that there is no concrete answer, as this is something that is determined on a case by case basis. Each company and industry are different, and what might have worked for one could quite possibly hurt another. So, no, I might not have the ability to tell you which is better hands down, but I can offer you essential advice to align with your business that can guide you down the best brand revamping path to take.
Ready to get started?
Brand Refresh
First and foremost, let’s go over the difference between these eerily similar yet highly different terms. Beginning with a brand refresh, this is essentially a makeover for your business. You are not necessarily changing your image, but merely upgrading it.
This means giving it a modernization update for today’s audience that does not take away from the original appeal (perfect for those said businesses who already have a solid customer base and domination in the market).
Rebrand
As for rebranding, this is uprooting your original brand and restarting with a clean slate. It allows you to scrap your old identity and build a new one. Though this is much riskier, it can hold advantageous when done mindfully and progressively (great for companies still trying to make their mark in their industries).
Choosing the Right Solution for Your Business
Rebranding might be better for you if:
- You are seeking ways to combat bad publicity
- Your company is being merged with another one
- Your competition has a much stronger advantage over you in the market
- Your brand looks too similar or violates another person’s trademark
- Your brand does not align with your company’s services or offerings
- Your desire to expand your target audience or shift it completely
Example:
- New brand strategy, redefining the mission, reestablishing the brand story
- Brand repositioning
- New audience group
- Redefining the brand values and messaging
- And it often involves new set of designs
Brand refreshing might be better for you if:
- Your brand strategy is working, but you wish to update to reflect the current market conditions
- Your brand visuals looks too outdated, and you want to make it more appealing
- You like how your brand looks now, but recognize it could be better
- You do not wish to expand but want to maintain a visual connection with your customers
- You already have a solid brand strategy, philosophy, and story which means a total rebranding effort could harm rather than help you
Examples:
- A Refined logo and its variation
- New Colour palette and/or new font system
- A more polished social presence
- New website
- And sometimes, professional copywriting (Not my jam but the good thing is I knew some word experts)
Conclusion – Choose Wisely
Take a good hard look at your business. Is your current brand not truly conveying your identity to your target audience? Does it feel misaligned and acting as more of an anchor holding you back? If so, you are certainly not alone. Though a brand refresh can be the key remedy for some to get them back up on their feet, those who have more severe issues, such as misalignment and positioning challenges, may have to turn to a rebrand to get out of that hole.
It can be a whirlwind of mixed emotions, especially if you’re still attached to your old brand. Changes can be a little scary but the growth is something to celebrate for your business’s best interest!
Overall, going with the right method can easily provide rapid, sustainable growth in the competitive market, and keep your brand identity something that is both relevant and connective.
And if you are ready to take your own branding goals to new levels, then get in touch to chat more about this exciting time for your brand. From Zoom calls, emailing, to even Instagram DMs, I’m more than happy to connect and converse with you.
Remember, you do not have to do this process alone, and as a branding professional who has supported countless businesses just like yours, I look forward to helping you on your journey to brand refreshing or rebranding success.
