There are two main strategies: a brand refresh and a rebrand. While they may seem similar, they are fundamentally different. In this article, we will delve into the differences between a brand refresh and a rebrand. Helping you understand which strategy is best suited for your business needs.
11.02.25
READ TIME: 3 MINUTES
Brand Refresh vs Rebrand: Which Is Right For You?
In the dynamic world of business, change is inevitable. Brands, like any other aspect of a business, need to evolve. But how does a brand evolve?
ARTICLE BY Samantha Lymath
As the Account Manager at Fellow, Samantha serves as your advocate within the studio, ensuring that your goals and priorities are always top of mind throughout the project. She is readily available to assist with any requirements that arise. With a background in full-service digital marketing and website management, Samantha has worked with a range of clients, from international organisations to startups and nonprofits. Her experience equips her to clearly communicate and support clients in achieving both their short- and long-term objectives.
Understanding the Basics
Before we delve into the specifics, let’s first understand the basics. A brand is more than just a logo or a tagline. It’s the perception people have about your company, products, and/or services.
When this perception needs to change, a brand refresh or a rebrand comes into play. Here’s a simple breakdown:
- Brand Refresh: An evolution or update to your brand that keeps it current and relevant.
- Rebrand: A complete overhaul of your brand, often due to a significant shift in company direction or values.
What is a Brand Refresh?
A brand refresh is like a makeover for your brand. It’s a lighter, more superficial change that updates your brand’s look and feel. This could involve crafting your logo, updating your colour palette, or modernising your website design.
View our full article on brand refresh here.
What is a Rebrand?
A rebrand, on the other hand, is a deeper, more fundamental transformation. It’s not just about changing visuals, but also about redefining your brand’s identity, mission, and values.
A rebrand often comes into play when there’s a significant shift in your company’s direction, market position, or reputation.
View our article on understanding when to rebrand here.
Brand Refresh: When Subtle Changes Make a Big Impact
A brand refresh can be a powerful tool. It allows you to inject new life into your brand without losing the recognition and loyalty you’ve built over the years. Here are some reasons why you might opt for a brand refresh and the process involved.
Reasons to Opt for a Brand Refresh
Perhaps your brand assets feel outdated and you want to stay modern and relevant. Or maybe you’ve expanded your product line and need your brand to reflect this evolution. A brand refresh can be a cost-effective way to achieve these goals.
The Process of a Brand Refresh
The process starts with identifying what you need to update. This could be your logo, colour palette, typography, or key brand assets. Next, you’ll need to develop a plan for implementing these changes across all brand touch-points, ensuring consistency.
Rebranding: A Fundamental Shift for Your Business
A rebrand is a more drastic change. It involves a fundamental transformation of your brand’s identity and strategy. Let’s explore when a rebrand might be necessary and the strategy involved in such a process.
When a Rebrand is Necessary
A rebrand might be necessary when there’s a significant shift in your company’s direction or values. For instance, if you’re pivoting to a new market or have undergone a merger or acquisition. A rebrand can also be a way to address serious issues like reputation damage.
The Rebranding Strategy
A successful rebrand requires a comprehensive strategy. This includes extensive research, repositioning, and possibly a new mission statement, vision, and values. It’s also crucial to have a clear communication strategy to manage the impact on your customers, stakeholders, and employees.
Comparing the Risks and Rewards
Both a brand refresh and a rebrand come with their own set of risks and rewards.
A brand refresh, while less risky, may not be enough if your brand is facing significant challenges or changes. However, it can be a cost-effective way to inject new life into your brand without alienating customers.
A rebrand, while potentially more rewarding, is also riskier. It can alienate existing customers if not handled carefully. However, it can also open up new markets, resolve brand confusion, and address more serious issues like reputation damage.
Real-World Examples of Brand Refresh and Rebrand
Let’s look at some real-world examples to better understand the concepts of brand refresh and rebrand.
Google’s 2015 Brand Refresh
One of the most notable examples of a brand refresh is Google. In 2015, Google updated its logo to a simpler, more modern design. The company maintained its recognisable colour scheme, ensuring continuity and recognition.
Read the full story of their 2015 brand refresh.
Quor’s Rebrand
Quor, previously known as Brady Technologies, is a dominant force in the CTRM sector. They have a rich legacy of flagship products with unparalleled expertise. However, due to recent shifts, required a rebrand from Brady Commodities. Updating their message, marketing strategy and identity.
Ready their full case study here.
These examples illustrate the potential impact of a brand refresh and a rebrand. They show how these strategies can breathe new life into a brand, open up new markets, and ensure continued relevance in a changing world.
Conclusion: Making the Right Choice for Your Brand
Choosing between a brand refresh and a rebrand is a critical decision. It requires a deep understanding of your brand, your audience, and your business goals.
A brand refresh can be a cost-effective way to update your image and stay relevant. On the other hand, a rebrand can address deeper issues and pave the way for significant growth and transformation.
In the end, the right choice depends on your unique circumstances. To learn more about a brand refresh and rebranding view our brand identity page here.
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