Evolution or Revolution: The Power of Brand Refresh vs. Rebranding
When changing a company's brand identity, there are two main options: a brand refresh or a rebrand. While both involve making changes, they differ in how many changes are made and the goals. Here are five key differences to help you understand them better!
Scope of Changes:
Brand Refresh: A brand refresh involves making relatively minor adjustments to an existing brand identity. This typically includes updating elements such as the logo, color palette, typography, and some aspects of messaging. The core essence and values of the brand remain largely intact.
Rebrand: A rebrand, on the other hand, is a more extensive and comprehensive overhaul of the brand. It often entails significant changes to the brand's name, logo, visual identity, messaging, and even the fundamental values and positioning of the brand.
2. Objectives:
Brand Refresh: The primary objective of a brand refresh is to modernize and rejuvenate the brand's image while retaining its core identity. It is often done to stay current and relevant in the market, address evolving consumer preferences, or reposition the brand slightly without making radical changes.
Rebrand: A rebrand is typically undertaken when a company wants to address significant issues or market shifts or completely transform its identity to better align with new business strategies, target audiences, or values.
3. Timing and Frequency:
Brand Refresh: Brand refreshes are often conducted regularly to keep the brand up-to-date and fresh. They can occur every few years or when the brand perceives a need for a subtle change.
Rebrand: Rebrands are infrequent and tend to be more radical in nature. They are usually considered when a company is undergoing a significant shift, such as mergers, acquisitions, or leadership changes, or when the existing brand identity is no longer effective.
4. Investment and Resources:
Brand Refresh: A brand refresh typically requires fewer resources and a smaller budget than a rebrand. It involves updating existing elements rather than creating entirely new ones.
Rebrand: A rebrand is a more resource-intensive process involving redesigning and recreating various brand elements, often requiring a substantial investment in design, marketing, and communication efforts.
5. Communication and Rollout:
Brand Refresh: When refreshing a brand, the changes are usually communicated to the audience but may not require a significant re-education of customers. The transition is often smoother.
Rebrand: Rebrands necessitate a more extensive and careful communication strategy, as they involve significant changes that may confuse existing customers. Companies must effectively communicate the reasons behind the rebrand and what customers can expect.
A brand refresh is like a quick makeover for your brand, while a rebrand is like a complete transformation. A brand refresh involves minor updates to your existing brand identity to keep it fresh, while a rebrand can overhaul your brand's name, values, and more. The decision between a brand refresh and a rebrand depends on your specific goals and the level of change you're looking for.
