As your business grows and your target market changes, you will need to refresh your brand to keep it relevant. However, when you start researching, you will notice that things can get complicated. Let’s start with terminology. Even though they’re not the same, the terms “rebrand” and “redesign” are often used interchangeably.
So, to refresh or to rebrand? Let’s explain some key differences between these two branding practices.
Brand Refresh: A Big Picture
A brand refresh is a process of updating your brand. When redesigning your brand, you want to keep its core values and identity, but change the way it looks and sounds to your target audiences. That’s when you will want to tweak your:
- Logo and design
- Colour palette
- Marketing materials
The reason why companies invest in a brand refresh is simple – they change and grow over time. If your brand stays the same, while your customers’ needs change, then you’d certainly lose your competitive advantage.
Just look at Apple. From its initial image of Isaac Newton under the apple tree from 1976 to its modern chrome look, the company’s logo has gone through several updates. Over the years, the logo has changed to reflect the company’s core values and be more appealing to its target audience.
The Benefits of Redesigning your Brand
This is a powerful strategy that can make you more appealing to your target customers and help you keep pace with your industry. Its major benefit lies in the fact that it’s effective and yet, requires less risk, effort, and investments. Refreshing your brand gives you an opportunity to:
- Maintain the overall image and authority of your brand.
- Make your brand fresher and modern.
- Keep up with the market demands and updates.
- Expand your reach and cater to new customer groups.
When to Redesign your Brand?
Now that you know what the benefits of the brand redesign are, you need to know when it’s time to invest in this process. Here are a few common scenarios to keep in mind:
- Your brand is outdated: Even though it reflected your brand’s values perfectly 10 years ago, your brand doesn’t resonate with your audiences anymore. Assess your brand, see what elements are holding you back, and change them.
- Your company has changed: Over time, your company has grown and your goals, and values have changed.
- Your brand is inconsistent: Brands experiment with different colours, patterns, typography, logos, etc. However, brand inconsistency may compromise your brand awareness and identity. The idea is to create a cohesive and recognizable brand across all online and offline channels. For example, many big brands work with the Infostarters creative agency that helps them create on-brand marketing materials, like brochures, ebooks, and product catalogues.
- Your target audience has changed: If your market shifted, now you should reach new audiences and adapt your brand according to their needs.
Rebranding: A Big Picture
If redesigning is your brand makeover, we can observe rebranding as plastic surgery – a full-scale transformation of your brand. It includes:
- Establishing a new brand personality.
The Benefits of Rebranding
Rebranding is a detailed change of your brand that impacts how your company expresses its values, goals, and missions to the public. There are multiple benefits of rebranding, including:
- Dictating your marketing tactics and impacts how your customers will perceive you.
- Letting you target relevant audiences that will convert into leads and customers
- Setting yourself apart from your competitors.
- Staying current in the fierce market that is constantly changing.
Old Spice is a great example of a successful rebranding strategy. When they were starting out, they created a niche for themselves, focusing on older customer groups. When Axe entered the market in 2008, they didn’t focus on their products as odour blocker. On the other hand, they promote their products as unique and sexy. To compete with their new competitor, Old Spice launched a rebranding campaign and focused on reaching younger audiences. Their most popular campaign is “Man Your Man Could Smell Like,” featuring Terry Crews and Isiah Mustafa. The campaign soon went viral and definitely smelled like a sales success.
When to Rebrand?
Rebranding is more than just refreshing your logo, colours, or website. Rebranding means updating every aspect of your brand – from its storytelling and philosophy to visual appeal, to change your brand image and perceptions. Now, there are a few cases, when rebranding seems like a logical option. Here are some of them:
- Your competition is rising and your brand has started lagging behind.
- You’re targeting the wrong audience or your audience has changed over time.
- The marketing tactics that worked for you a while ago don’t resonate with your audiences anymore.
- Your overall brand identity is inconsistent, irrelevant, or outdated.
- Industry expectations and demands have changed.
- You’re preparing for a major merger or acquisition.
Over to You
Every brand needs to change over time to maintain a competitive advantage. However, you need to determine the extent to which you want to update your brand. If you’re still satisfied with your brand, but you want to refresh it and make it more consistent, then you should redesign your brand. On the other hand, if your company has grown and your audiences and industry changed a lot, then a rebrand may work for you. You may still be selling the same products and services, but your brand will be built from scratch.
Which one is the right option for you?