Rebrand Vs. Brand Refresh: What’s the Difference and Which Do You Need?

Written by michelle on Dec 15, 2020

If your business is currently having a bit of an identity crisis, it’s important to take an in-depth look at your brand strategy and brand marketing. After all, consistent branding across all channels increases revenue by 23%. But if you’re struggling with your brand perception, you might be quick to assume that you need to work with brand strategy consultants on a complete rebrand.

In some situations, that decision might be warranted. But in others, a total rebrand might be too drastic and could even make matters worse for your business. Brand marketing specialists might suggest that you consider a brand refresh instead. Let’s take a closer look at the difference between these two processes and when it makes sense to choose one over the other.

Rebrand

A rebrand refers to a complete and holistic change of your company’s image. Instead of switching up your logo or your website design, a rebrand will require you to adjust everything from your philosophy and values to your brand colors and brand marketing strategy. It’s a huge undertaking that shouldn’t be taken lightly. This will require you to leave your current brand in the past and move forward with totally new positioning. You might have to overhaul your image, target a different audience, or embrace a new personality.

Working with a professional who offers brand marketing consulting services is highly recommended during a rebrand. A brand marketing specialist can provide you with the guidance you need to discover what your new brand is all about and your motivation for doing what you do best. A branding specialist might suggest a rebrand if your target market has evolved, if your business has to embrace a new name, if you’re preparing for an acquisition or merger, or if your business has changed significantly. When your brand is no longer relevant or effective for your audience, that might also warrant a rebrand. However, it’s important to remember that a rebrand isn’t a solution for all of your problems; if you’re having internal cultural issues or need reputation management, rebranding is typically a huge risk that won’t pay off.

Brand Refresh

A brand refresh, in contrast, involves giving your existing brand a bit of a makeover. Rather than making drastic changes and abandoning your current image, it’s really about enhancing what’s already there. That might involve updating your logo and colors, shifting the tone of your brand marketing, adjusting your slogan, or evolving your brand voice. Some of these changes are superficial in nature, but they can have a huge impact on how your brand is perceived. If you want to make some simple changes to more effectively appeal to your audience without abandoning what your customers already love, a brand refresh could be in order.

Although a brand refresh isn’t as expansive or as permanent as a rebrand, it’s still essential that you work with a professional who can help you through the process. If you’re isolated in a bubble within the company, it can be tough to know whether your ideas for a brand refresh will actually resonate with your target audience. What’s more, you may not know whether your situation is a good fit for a refresh. Generally speaking, your consultant might suggest a brand refresh if you want to keep up with a changing industry while preserving your existing brand. A refresh can also allow you to expand your reach to new target customers and make your brand feel more vibrant (especially if your logo and messaging are outdated).

Which is Right For Your Business?

In the end, this decision is up to each business and their brand strategist. But in most cases, a complete rebrand should be considered only in more extreme cases. A refresh, on the other hand, can benefit most businesses in some way if their current branding isn’t quite hitting the mark. Because this decision is so personal and is based on a number of factors, it’s best to consult with an expert before moving forward with either choice. To learn more about how I can help, please get in touch with me today.