REBRANDING VS BRAND REFRESH:
WHAT’S THE DIFFERENCE AND
WHAT’S RIGHT FOR YOU?
B
randing is more than just a logo and a colour palette. When done right, great branding can set you apart from the competition and create meaningful connections with your audience.
As market expectations change, brands need to adapt, evolve, and transform to meet the ever-shifting needs of the industry. Often, brands require a surface-level update to stay relevant, while other times, a complete makeover is necessary to keep pace with change. In the marketing world, these two concepts are referred to as Brand Refresh and Rebranding, respectively.
Keep reading below to learn more about the differences between Brand Refresh and Rebranding and understand which one is right for you.
WHAT’S A BRAND REFRESH?
Technological advancements, evolving audiences, and changing consumer behaviours require brands to refresh their brand identity to remain relevant and competitive.
In a brand refresh, the brand’s DNA and philosophy remain unchanged, while its visual representation is adapted, enhanced, and modernised to meet the market’s ever-changing needs. Depending on the brand problems you’re trying to solve, a brand refresh might include adjustments to the logo, slogan, colour palette, animations, and content.
5 SIGNS IT’S TIME FOR A BRAND REFRESH
You are launching your e-Shop, targeting new audiences, and expanding to new markets. Well done, it means you’re doing something right. Yet, as you grow, it’s essential that your brand identity grows with you.
AN EXAMPLE OF A BRAND REFRESH
Imagine if Microsoft still used the same branding today as they did back in 1975. It wouldn’t work, would it?.
Over the years, brands need to evolve to reflect the aesthetics that appeal best not only to the customers but also to the industry. In Microsoft’s example, the logo’s graphics, colours, and representation have evolved over time in line with market changes, including new competitors like Apple and Linux.
Your brand is the single most important investment you can make in your business.
WHAT’S A REBRANDING?
While a brand refresh keeps the company’s market positioning and strategy intact, rebranding allows you to completely reposition your brand in the minds of consumers.
A rebrand allows you to let go of everything that isn’t working and start back at the beginning. Yet, the only way to build a new brand strategy that works is with in-depth market research and strategic planning
5 SIGNS IT’S TIME FOR A REBRAND
They say, don’t judge a book by its cover, but that doesn’t apply to the marketing world. There are several reasons why a brand might want to change its “cover”, but here are the 5 most common signs it’s time to rebrand.
With millions of businesses looking to compete for mindshare, getting lost in the crowd is easy. But your brand’s primary purpose is to help create differentiation. If it’s not serving its purpose, it might be time to press the restart button.
Your brand is something more than a product or service. It’s made up of what your brand says, what your values are, and how your consumers feel about your brand. To create meaningful and authentic connections, you need a strong brand identity that corresponds to the needs and wants of the people you’re serving.
As your brand grows, it’s normal to lose focus from time to time. Things get more complicated, and your brand identity is not an exception. If your brand experience feels like a labyrinth, it’s time to simplify things.
One surefire sign to rebrand is if you’re expanding beyond your original geography. Entering new markets entails new customers with different needs, trends, and expectations. The only way to understand your new customer base is through market research.
AN EXAMPLE OF A REBRAND
Dunkin’ Donuts was first introduced in 1973, but it has evolved to offer much more than doughnuts. Recently, they adopted a new logo that dropped the “Donuts” on their name and established a new identity in place.
“By simplifying and modernising our name while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” Tony Weisman, Chief Marketing Officer at Dunkin’ U.S., said in a statement.
