Do you know the difference between a Rebrand and a Brand Refresh? Is there one? And if so, which one do you need? It's easy to know when something with your brand is wrong, but knowing the degree is much more difficult. And how deep your brand issues go might help determine whether you need a rebrand or brand refresh. Let’s talk about each so you know what you’re in for and which one will set you up for success.
What is a Brand Refresh?
A Brand Refresh is like a wardrobe makeover—it brings your brand up to date with the latest trends, strengthens your visuals, and overall gives your brand a facelift. A refresh is most useful when your Brand Core and messaging is still relevant and you just need cosmetic updates or gradual changes.
What is a Rebrand?
A Rebrand is a deeper transformation that takes a look at every aspect of your brand from top to bottom. A rebrand usually indicates or accompanies a strategic business change, new positioning, and new corporate alignment or acquisition. The deeper look sets the stage for longterm growth and company culture alignment.
4 Key Differences Between a Brand Refresh and a Rebrand
1. A Refresh is a Facelift, a Rebrand Solves Issues
- A brand refresh reimagines a brand's look and feel. The visuals are updates with new or refreshed colors, a tightened logo rendering, and a facelift to your digital presence.
- A rebrand solves deep-seated systemic issues from the inside out. There’s often an issue in what’s being communicated and what’s being received, and a rebrand digs down deep to align those two or bring new messages, people, and products into the fold.
2. A Refresh Keeps Up, a Rebrand Sets the Pace
- A refresh keeps pace with market conditions. It looks at where the market currently is and creates a visual position within that environment.
- A rebrand transforms the whole business to support the future. Rather than running at the pace of the market, a rebrand tells the market where to go.
3. A Refresh Strengthens Image, a Rebrand Strengthens Understanding
- A refreshed brand will have a stronger brand image—it can share that everywhere and be comfortable in its new skin. It garners new eyes and attention and keeps the current messaging moving forward.
- A rebrand shapes a new understanding of the entire business—why it does what it’s doing, how it does it, what it values, what it believes in, and the direction it wants to go.
4. A Refresh Focuses on Tweaks, a Rebrand Focuses on Reconstruction and Change
- A refresh is focused on tweaks and improvements to the brand. There’s no major change, but a process of refinement. Think of old, but better (refurbished furniture, anyone?)
- A rebrand focuses on changes and reconstruction—not neglecting the past or an organization’s history, but not being held down, either.
Know you need some kind of help but not sure what? Give us a call! Whether you know you need a brand refresh or a complete rebrand doesn't matter—what matters is that you have an issue in your business that needs solving. Book a free call and we'll see if there's something that we can do about it.
