Rebranding vs. Refreshing the brand: What should we do?

originally featured on frostcreative.co.uk

It’s essential for businesses everywhere to stay relevant and competitive. Sometimes, this requires more than just a new product or service. It might necessitate a complete overhaul of the brand itself. But when is it time to rebrand, and when is a simple refresh sufficient? Let’s look into the differences and explore the benefits of both.

Rebranding: A Complete Transformation

Rebranding is a significant undertaking that involves a fundamental shift in a company’s identity. It could include:

• New name: A fresh name can help a company shed its past and establish a new direction
• New logo: A visually striking logo can instantly convey a brand’s personality and values
• New messaging: Rebranding offers an opportunity to redefine a company’s mission, vision, and values
• New website and marketing materials: Consistent branding across all touchpoints is crucial.

You can view our recent rebranding project that included naming here.

When to rebrand:

• Negative associations: If a company’s brand is damaged by scandals, negative publicity, or outdated perceptions
• Mergers or acquisitions: Combining two or more brands often requires a new identity
• Significant changes in the market or industry: A major shift in the marketplace may necessitate a rebranding to stay competitive
• Internal cultural changes: If a company undergoes a significant transformation in its values or culture.

Here’s an example of a rebranding project for a WASHCO following the merger of 3 companies.

Refreshing: A Minor Update

Refreshing a brand involves making subtle changes to improve its appeal and relevance. It typically includes:

• Updated logo: A minor tweak to the logo can modernise it without completely changing its essence.
• Revised messaging: Fine-tuning the brand’s messaging can make it more impactful and engaging.
• Updated marketing materials: Refreshing the visuals and content of marketing materials can give the brand a fresh look.

When to refresh:

• Brand aging: If a brand appears outdated or no longer resonates with its target audience.
• Evolving consumer preferences: Minor adjustments can help a brand stay aligned with changing trends.
• Internal updates: Changes to products, services, or company structure may warrant a brand refresh.

Here’s an example of a brand refresh project for a Alf Lie.

The Benefits of Rebranding and Refreshing

Both rebranding and refreshing can offer significant benefits to a business, including:

• Increased brand awareness: A strong brand identity is more memorable and recognisable.
• Improved customer engagement: A relevant and appealing brand can foster stronger connections with customers.
• Enhanced brand loyalty: A positive brand experience can encourage customer loyalty and repeat business.
• Boosted market share: A successful rebrand or refresh can help a company gain market share and competitive advantage.

Frost: Your Branding Partner

At Frost, we specialise in helping businesses achieve their goals. Whether you’re considering a complete rebrand or a simple refresh, our team of experienced branding consultants can provide expert guidance and support, tells us the challenge and we’ll work through an effective solution. We work closely with our clients to develop unique and effective strategies that resonate with their target audience and drive business growth.

By understanding the differences between rebranding and refreshing, businesses can make informed decisions about when and how to invest in their brand identity. Whether you’re looking to reinvent yourself or simply give your brand a fresh coat of paint, a well-executed branding strategy will have a profound impact on your success.