Brand Refresh or a Rebrand

when is it time?

Your Brand identity sets you apart from your competition, better Brand recognition increases your brand value, provides brand insights, making acquiring new customers easier.

A Brand Refresh or Rebranding can breathe new life into your business’ visual identity, project your current values, authentic voice and keep you from being out-paced by your competition.

Learn when & why to consider a rebrand or brand refresh:

Brand Refresh or a Rebrand

when is it time?

Your Brand identity sets you apart from your competition, better Brand recognition increases your brand value, provides brand insights, making acquiring new customers easier.

A Brand Refresh or Rebranding can breathe new life into your business’ visual identity, project your current values, authentic voice and keep you from being out-paced by your competition.

Learn when & why to consider a rebrand or brand refresh:

Refresh or Rebrand, what's the difference?

A brand refresh may include:

  • Updating your logo design and taglines.
  • Tweaking your marketing strategies.
  • Changing your branding materials to elaborate on both terminologies.
  • Updating, upgrading, or redesigning and redeveloping your website and all marketing assets.

Often rebranding includes creating a new brand personality and rebuilding the brand image in a different market niche.

Rebranding and Brand refreshing are two terms often misinterpreted and considered similar in meaning.

However, if you get into the details, the difference between these two is enormous.

A brand refresh is like giving a makeover to your business, while rebranding is about re-strategizing and rebuilding your business from scratch.

It all sounds the same rebranding, brand refresh.

It’s easy to confuse these terms if you’re not in the business of branding and design. When we see companies evolving, changing, and adapting their branding to their evolving markets, are they rebranding or merely refreshing their brands?

Though the two terms seem similar, the differences are like night and day when you get down to the details. Think of a brand refresh as giving your company a fresh coat of paint, a new look, or a logo/brand identity update, “rebranding” is about examining your brand’s past, present, and future.

It’s really about deciding what supports the evolving vision of your brand. Tearing down the parts of the past that no longer supports this new vision and start rebuilding from scratch.

Rebranding Vs. brand refresh? Let’s begin by outlining the key differences.

What's Behind a Brand Refresh?
Core Concepts ~

Is NOW the time to refresh your brand?


A brand refresh can be a massive undertaking and requires much thought and strategic planning.

If executed properly, a brand refresh can breathe new life into your business by expanding your base and increasing the revenues and profits.

You can get your desired results by making a few changes to your company’s branding and marketing.

The primary function of a brand refresh is to uphold the company’s relevance in the market and industry, reach out to new customers, infuse a new meaning and purpose, and maintain the integrity and reputation of the brand.

Most companies go for brand refresh rather than a complete overhaul.

The main reasons why you should consider refreshing your brand are below:

The world of online branding

In a world of online branding, refreshing your brand is like a strategic gambit to change the image of the business or company.

How many changes you need to bring depends on the extent of work required to dial up your brand’s connective mojo.

The purpose of refreshing your brand is to improve your brand’s impact, feelings, market alignment, and general perception—which usually means tweaking your visual representation, changing the brand voice, and changes in the products and services your offer.

One of the keys to getting ahead (or staying ahead) in a competitive digital world is being agile and adapting to the evolving market trends.

Refreshing your brand identity and image according to current trends keeps your brand fresh. It telegraphs the market that you are relevant to the changes in your industry and market niches.

Commonly, a brand refresh refers to changes in your brand’s color palette, typography, styles, brand messaging, and user experience.

Even though a brand refresh doesn’t involve the scope of change as rebrands, making a few changes can impact how the marketplace perceives your brand.​

Is your visual identity outdated?

By analyzing your branding strategies, you can ensure that your brand’s visual identity communicates the values, strengths, and voice of your brand and mission.

Logos and Wordmarks are crucial parts of marketing strategy, so ensure it stays relevant to your company and the market niche.

Has your business evolved?

Businesses evolve and change with time for the sake of innovation and modernization. So re-evaluate your business message. Your business message should be communicated and entails what you are now.

Is your customer base growing?

As you grow and your customer base expands Your target market may shift with this evolution in your business. There may be a good chance you're not targeting these changes in your audience or how they now relate to your brand.

Have you lost your focus?

Adopting new trends is usually recommended, but regular customers might be annoyed by continuous experimentation with new color schemes and palettes.

Such a refresh can help you regain focus and redefine your brand’s visual representation.

Responding to your company's growth and expansion

Your business growth has many aspects, including partnering with other companies, company mergers, launching a new product line, and integrating new marketing tactics. We highly recommend doing a complete brand identity review early in your refresh/rebrand journey. Your brand identity is often the face of your brand. If your business is evolving, your brand identity may also need to.

What defines a great brand refresh strategy?

Brand refreshing is the process of redefining, conveying, and upholding the values and practices of your company. Your brand identity is more than a fashionable color scheme and a few symbols. A brand refresh helps you develop an improved brand identity and can help stabilize your business. Do you think that your brand needs an update? Following these steps are essential to a successful brand refresh:

Do you think that your brand needs an update? Following these steps are essential to a successful brand refresh:

Research, objectives of the brand

Start with a clear understanding of your customer's wants and needs for the brand refresh process to succeed.

Good research is likely the most undervalued step in the brand refresh process.

A thorough research strategy help identify the primary objectives of your brand refreshing process.

Check out the competition.

In most cases, copying your competitors is never a good idea. Examine the markets and industry to understand better the current and valuable trends, styles, and methods of your niche market and industry. A thorough competitive analysis helps you evaluate many aspects and factors, including your brand taglines and slogans, branded content, logos, and user experience.

Updating your visual identity

Creating a fresh and contemporary updated look to your brand and website is the primary motivation to embark on a brand refresh process. Ensure your brand's visual identity is relevant to your business message, current trends, and social context.

Updating your "Brand Message."

Although much of the brand refresh process is mainly about the visual experience, updating your "brand message" can be equally important. In a world of similarities and growing competition the market is often more concerned with the personality and story of the business than the representation and the company's objectives. If you are refreshing your brand's image, you should also update the voice and brand message.

When is the best time for a Rebrand?

There are numerous reasons a brand should rebrand to change the company's image.

There are common red flags that indicate the need for rebranding. These red flags get frequently overlooked, and when finally noticed, you may have lost the competitive opportunity in the market by acting ahead of your rivals. Rebranding signals to the market and the customers of your commitment to the business evolution and growth processes and is the declaration of these new objectives and indicates.

How do we know it’s time to ReBrand?

If your brand is showing the following signs, then yes, your brand is ready for an upgrade:

 

The Core Concepts of a Rebrand

The chief goal of rebranding is to revitalize the brand's image and reputation.

Without the right motives and purpose, rebranding "just for a change" can negatively impact your efforts.

Rebranding is about maintaining the brand’s appeal to the new and existing potential customers.

Rebranding redefines how your brand relates to the market and how your brand is perceived.

This process may require updating some or all of your marketing and sales support materials to reflect changes and updates.

The scope of each rebranding depends on the problems, objectives, and goals.

An outdated brand image can significantly reduce the opportunities for expansion and growth.

Rebranding is not just about looking better; it’s about expanding your business prospects to stand out in the competitive landscape and your markets.

If your Brand is FAILING to stand apart from the competitive pack... It's time!

Branding is about keeping your brand different and distinct from the market competitors.

When evaluating the competitive landscape, your brand may get lost in the sea of the hundreds, even thousands of businesses and brands competing for your customers.

If this is true of your brand, capitalizing and investing in your unique identity and values can exponentially increase brand visibility.

Have your brand strategies changed?

If you find the need to adapt to changes in market trends, sales objectives, or your brand strategies, all of these will need to evolve eventually.

Your brand strategies should reflect the general public's perception of your brand. If your business model has changed, it's time to put your brand through total rebranding. Many businesses have recently shifted to digital marketing for branding due to digitization.

When your brand outgrows the original objectives

Scaling is one of the better problems that many large businesses face. If your company needs to account for sudden profits and revenues, you should consider rebranding your current brand identity. To compete in an aggressive market with dominating brands in current market conditions, leaving much of your old brand behind is often better.

When your niche market is evolving

Sometimes rebranding is not a tactical maneuver; instead, it is necessary. You are keeping up with the market trends, and your company is competitive in the ever-changing business and market. If your brand doesn't follow the cutting-edge, there's a high chance that your company may fall behind in a hypercompetitive digital marketplace.

When your brand outgrows
the original objectives

Scaling is one of the better problems that many large businesses face.

If your company needs to account for sudden profits and revenues, you should consider rebranding your current brand identity. To compete in an aggressive market with dominating brands in current market conditions, leaving much of your old brand behind is often better.

When your niche market is evolving

Sometimes rebranding is not a tactical maneuver; instead, it is necessary.

  • You are keeping up with the market trends, and your company is competitive in the ever-changing business and market.
  • If your brand doesn’t follow the cutting-edge, there’s a high chance that your company may fall behind in a hyper-competitive digital marketplace.
Now that you've determined it needs to be revitalized, here are a few considerations and steps that an excellent rebranding approach consists of:

The composition of a successful and effective rebranding strategy​

If executed properly, rebranding can change the dynamics of an outdated and unprofitable business. However, the slightest mistake in the rebranding strategy can drastically affect the brand. Fundamentally, rebranding is about reconstructing the people's perception of your brand and its core values. Taking the risk of rebranding can significantly benefit you with profitable results and gains. However, incorrect rebranding could cause your brand to struggle for its distinct identity. Suppose you've chosen to rebrand your company due to outdated content or update to current market requirements and resonate with the potential audience. In that case, a successful strategy involves creative thinking and dedication.

Find and determine your purpose

Rebranding can be a complicated process, so before you start re-forming your brand, ensure you have a relevant and robust reason. Knowing the reason behind rebranding helps you focus on the core purpose and determine the direction.

Research, research, and more research

Whether brand refreshing or rebranding, detailed research is the core of your branding upgrade. Research of the changing market, buyer personas, and advancing competitors will help you gain essential insights into new market segments and audiences. This critical research stage will help you determine your brand's position, competitors, and potential opportunities.

Focus on your unique
dominant brand values

Remember, "It's a sales pitch"

What makes you different? Better? More dependable? Quicker? What makes you a wiser choice? Communicating these brand values is pivotal for mobilizing potential customers to choose your company over the competitors. When creating an effective rebranding strategy, you must focus and draw the audience's attention toward those differentiation points.

Communicate your brand message

Once you've identified your fresh set of key features and values, it's time to determine how to communicate these values. How you structure your communication strategy, or "brand voice," will guide you in discovering the basis of refreshed business strategy. Branding has a huge on creating the perception of your brand. You'll need to update various aspects and levels of your business– from logo designing to social media marketing.

Creating a unique brand perspective

After researching and developing branding policies, you are ready to upgrade your brand structurally. It is best to think through the new logo designs, taglines, brand slogans, and other marketing materials to make a new and unique brand identity.

Which is the best option for your business?

Navigating the competive landscape

With an ever-changing competitive landscape in the business world, every brand will eventually undergo either a Brand Refresh or ReBrand process. Applying a strategic brand refresh can be all you need to boost an already robust business, whereas embarking on a complete rebranding is more like plastic surgery; it gives a whole new & evolved identity to your brand. You might be dealing with the same products and target audience but with a new name and identity that can engage a broader market share.

Let's start building

After all the research, planning, and the composition of an executable plan, you are all set to start executing your build and planning your launch strategy.

So what will it be – a complete renaissance or a slight revitalization?

Just know you don't have to go it alone; Advanced Web Formula can help through these critical decisions. Give us a call, or book a review appointment to get started.

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