Difference between refresh and rebrand
In the marketing world, having a good, trusted, and well-established brand means everything. Even with the most successful businesses, there comes a time when companies are thinking of a brand refresh or undertaking a new brand. This keeps companies effective and successful.
Understanding the Difference: brand refresh vs rebrand means understanding what those terms mean and what is the right course of action for your business. A brand refresh is a more subtle approach is making a small change and difference in your brand, this can be done with a small update to your brand’s identity, message, or strategy while not making any kind of change in your brand’s core elements. Some of the key aspects that should be taken into consideration when making a brand refresh will include visual updates to the brand like minor changes to the logo, color, typography, or even imagery to update the brand’s look. You can use some tweaks in your messaging to engage your audience even more. By updating your companies’ brochures, social media, or website you can use your marketing materials to reflect a more contemporary image. What is important in this process is that your core values, messages, and visions remain intact.
On the other side, a rebrand involves a more radical approach. This means redefining the brand’s core values, mission, target audience, as well as visual elements. By creating a new logo, color palette, typography, and an overall visual style you will create a new brand identity. With new brand voices and message taglines, you will communicate the new brand’s mission to your targeted audience. When rebranding, you may need a new targeted audience, market positioning, and or a business model to make that strategic shift. It will also require a complete overhaul of your company’s website, marketing materials, social media, and customer interactions.
Making the decision- rebrand or refresh
When you are on the verge of deciding on how to proceed and what to implement, a brand refresh or a rebrand, some factors can be helpful in the decision-making process. First of all, you need to access your current brand and its position in the market with a deep analysis of the brand’s performance, customer feedback, and competitive landscape. Define the goals that you want to achieve with the brand refresh or rebrand. Having clear objectives will help guide you through the process. Always engage with your employees, shareholders, customers, and partners in the process. The input from them will be of help and will let you know about their expectations and needs. You will need to create a detailed strategy and this will need to be communicated to your audience clearly and effectively so that you can manage their expectations and needs, and reinforce your new brand identity. After deciding on the course that you will take, whether a rebrand or a refresh to your current brand, keep a close eye on the reactions from your audience and key partners. Monitor and observe your brand’s performance, customer interactions and perception, and your business outcomes. The choice will always come down to what you think will be most beneficial for your brand in the long run.
