You’ve most likely heard the term rebrand before, and while the rebranding process is extremely useful in some cases, what we see more often is businesses experiencing a brand refresh. When your company is going through changes you may choose either option, but knowing the difference between the two allows you to complete the task properly. So Let's explore the difference between a Rebrand vs Refresh!
Full Rebrand vs Refresh - What’s the difference?
Rebranding:
In its simplest form, 'rebranding' means to repeat the branding process.
The process of branding is intricate, and includes various stages and elements. You don't create a brand by just obtaining a logo and picking a few colours. So to rebrand, you can't just change a logo and your palette either.
A rebrand often occurs due to a change in market positioning, audience, values, offerings or business model. These updates result in your previous strategy and visual identity being outdated and sometimes irrelevant, which then requires you to make considerable changes to the overall business.
Refreshing:
On the other hand, a refresh consists of updates to certain aspects of a brand in a bid to breathe new life into them. Refreshing your brand is like giving your walls a new coat of paint. You may change the colour so the room looks different, but the structure of the building doesn’t actually change.
Brand refreshes usually occur when elements of your visual identity need updating. This could be for a number of reasons, but the most common is when your identity is no longer fit for purpose. Your colours may clash when in use, your logos may need to be more versatile, your fonts might lack legibility etc. The heart of the brand doesn't change, but the aim is to ensure that the brand stays relevant, appealing and fit for use.
Ultimately, if you’re changing your brand from the foundation up, you’re undergoing a rebrand. Whilst if you’re just updating elements of your visual identity on the surface - it’s a refresh!
When should a business consider a Rebrand or a Refresh?
A full rebrand is far less common than a refresh, purely because brands rarely change their foundations. Whilst they do happen, in majority of cases, a refresh is what you’ll be looking for. Regardless of which option you end up choosing, it’s beneficial to understand if you truly need either one in the first place. As the saying goes “if it’s not broken, don’t fix it” - but sometimes it is broken, you just haven’t realised it yet.
Logo versatility - Every great brand needs a logo suite. Your suite ensures versatility across every platform, size and space. If you find yourself placing the same logo in all different places, this is a huge indicator that it’s lacking in versatility and you need to do something about it.
Colour clashes - Depending on how you use your palette, your brand colours could be a cause for concern! Your colour scheme isn’t just for looking ‘pretty’, there are things that need to be taken into consideration - accessibility, legibility and terms of use being a few of them! If you find that you struggle to use your colours, or your audience finds it difficult to absorb your content because of them, it’s time to change!
Typography - It’s not what you say, it’s how you say it and this phrase applies to written text too! The typefaces you use have a significant impact on how your audience perceives your messages, and sometimes your words can go against you if your typography is conveying something different than the actual content you’re writing.
Brand awareness - We don’t just design brands for fun - there are reasons behind it, and a main one is recognition! People need to see your brand 5 to 7 times before they start to make associations, but if you lack consistency and clarity you just won’t get there. If you’re in a space where you lack consistency, there’s no better time to make amendments to your identity.
Audience - Your target market may evolve, and if this happens your brand will need updating too. Different groups of people respond to different things, and if you aren’t keeping up with their wants, needs and preferences, then you’ll be directly handing them over to your competitors.
The list goes on, but if you find yourself in a situation where your branding is no longer working for you - it’s okay to pivot, I promise!
