Have you ever looked at your brand and just felt a little… meh? Are you wondering if clients feel the same? Sometimes in those moments, it can feel like it's time to flip the table and start from scratch but what if we told you that sometimes you can get your spark back with just a little refresh? As they say on TikTok, “It just needs a little shaping. To the salon!” Other times, it might be time for a rebrand! Today, we’ll help you determine which could be best for you.
What is a Brand Refresh?
A brand refresh is an aspect of maintaining a brand over time. While a great brand should be an evergreen concept that can stand strong over time, the reality is that aspects of marketing and branding can shift. When they do shift, a refresh can help refine your brand toward the current industry standard without removing your core brand identity.
This is useful for brands that continue to stay true to where they started and haven’t had any massive identity shifts as to who they are or who they’re serving but want to better align with their current state of the industry. Generally, every few years is a good time to consider an update. Think of this as getting a premium full detailing service on your brand. Just a few little tweaks and cleanup can leave you feeling like you’ve got a new car again!
What is a Rebrand?
A complete rebrand is an entirely new identity and strategy, built from the ground up. With a rebrand, you may take on new imagery, new messaging, and new brand colors to become an entirely new brand.
This is often done with companies that have had major changes since the inception of their brand. Maybe the services you offer or clients you serve are entirely different. Maybe you’re located in a new area with a new climate or a new geography that isn’t represented in your current imagery. There is no specific timeline requirement for a rebrand. If at any point your business has evolved to the point where your visual identity no longer matches the current ideal market, a rebrand should be considered. Sticking with the car analogy, a rebrand is like trading in your car for a different model. You’ll have a totally new look and feel that is perfectly aligned with your current business and goals.
What are the Key Differences between a Brand Refresh and a Rebrand?
To wrap it up, a brand refresh is a great move every couple of years (give or take) to keep your brand fresh, competitive, and relevant. It doesn’t require massive changes, and it’s not as big of a financial or time investment as a rebrand. However, if you’re in need of a rebrand, a refresh won’t fully meet that need.
A rebrand is a complete overhaul of the identity of your brand. It’s a great way to signal a new mission, new values, or a new target market. While the time and financial investment are greater, the returns will be far more impactful with the right brand identity to take you into the next chapter of your business.
Since this is general marketing advice, it’s important to remember that one size doesn’t fit all here. If you’re feeling unsure of which you might benefit most from, book a strategy call with us! We’d be happy to help discuss the next steps and propose the right personalized services to help you take your business and brand to the next level.
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