Brand Refresh vs. Rebrand: Which One Is Right for You
A brand refresh usually involves updating your Brand Personality, the visual identity, including logos, colors, font, website, etc.
A rebrand, on the other hand requires changing a core component, the DNA, of a brand.
Generally, brand refresh is needed when you’re growing and that your audience has grown, or when you’re rolling out a new offering that appeals to a new group of audience, which requires you to hone in or elevate the look and feel of your brand.
We’d like to think that a brand refresh is more like a makeover, changing things on the surface, while a rebrand is re-establishing a new character for your brand, including things like mission purpose, story, positioning, target audience, messaging and looks.
One simple way to figure out which one you need, Brand Refresh or Rebrand, is ask yourself or your team this:
“Is there something about your brand that is currently misaligned and isn’t translating to your existing target audience?”
If your answer is yes, you need a rebrand. This means that you should revisit and revise at least one of your 7 Brand Elements, the foundation of a brand.
Otherwise, you might just need a brand refresh! This typically requires you to review all of your 7 Brand Brand Elements, and reconsider how you can strategically incorporate them in your visual elements, such as logo, colors, brand images, font, website, etc., and how this redesign of your visual identity would enhance your growth!
Lastly, if you haven’t had the chance to establish a Brand Identity, one that is strategically created to reach your target audience and coupled with your growth strategy, then neither rebrand or brand refresh is for you!! What you really need is building a new brand for your business!
And if you haven’t started thinking about branding? Here’s why it’s about time that you take your business to the next level with branding!
So, where are you at with your business? Are you connecting with your target audience? Is your message working? Is your business experience growth that is still within the reach of your existing brand?