Rebranding Services vs Brand Refresh Services 

Are you looking to revitalize your brand strategy? Our blog dives into the key differences between rebranding vs brand refresh services to help you make an informed decision. Discover which approach is right for your business and learn how it can reignite your brand.

Do you sense a discrepancy between the image of your brand that you have and the one that is being projected to the world? If so, it may be time to refresh your branding, and the good news is that you have various options available to you.

If you already have a brand strategy, are you confident that it is current and accurately reflects your company? Your brand should grow and change with your business. If your company has expanded or shifted its focus, it may be necessary to re-evaluate your brand book and determine if it is still appropriate. 

It is not always necessary for an organization to go through a full rebranding process when changes are needed. Sometimes it is more effective to simply update certain aspects of the brand book, focusing on the parts that have become outdated. However, if a full rebrand is necessary, it is best to start the process as soon as possible. The company offering the service can assist in this process and can help you determine the best course of action by evaluating the differences between rebranding and brand refresh services. 

Rebranding vs Brand Refresh: Meaning

Brand refresh and rebranding are two distinct approaches to updating a brand's identity, and they serve different purposes. A brand refresh involves making minor adjustments to a brand's visual elements, messaging, or positioning to modernize its image, stay relevant, or address changing market trends. It typically involves subtle changes that maintain the brand's core identity while giving it a fresh look and feel.

On the other hand, rebranding involves a more significant overhaul of a brand's identity, often including changes to its name, logo, messaging, and even its target audience. Rebranding is typically undertaken to signify a shift in the brand's mission, values, or direction, aiming to appeal to a new or expanded customer base. It is a strategic move that requires careful planning and consideration to ensure consistency and resonance with the intended audience. Whether a brand requires a refresh or a rebranding effort depends on its specific goals, market conditions, and the extent of changes necessary to achieve its desired outcomes.

What is a Brand Refresh and how do you do it? 

 In the fast-paced world today, it is essential to periodically update your brand to stay current with technological and aesthetic changes. Additionally, it may be necessary to refresh your brand if it feels outdated to you. However, it is important to keep in mind that as you see your brand every day, you may become accustomed to it and may find it less exciting. However, this may not be the case for your customers, who may still find your brand engaging. 

 What is a brand refresh? 

A brand refresh is a gentle process that can involve making minor adjustments such as: 

1. Altering the font 
2. Adjusting the color scheme 
3. Making small changes to the logo 
4. Shifting the brand's tone of voice 

It is important to note that a brand refresh does not alter the core elements of the brand, such as the brand strategy, positioning, and substance. A brand refresh may or may not focus on updating the external elements of the brand, such as the voice and visual expression. 

Rebranding Services and Rebranding Strategy:

What is rebranding? 

A full rebranding process addresses all aspects of your brand and can include changes to the overall approach and strategic direction. It may also involve updating specific elements of the brand, such as the logo or name. A full rebrand may be necessary when there are changes in leadership or new products or services that will impact the market, or if the company is entering a new market altogether. 

A full rebranding process can help re-establish the connection with your target audience and give your company the opportunity to reassess the elements that make up its brand image when your brand is not effectively communicating the company's identity. It is an effective way to get the company back on track. 

What is a rebranding strategy? 

 A rebranding strategy can be an opportunity to evaluate any missing elements in your brand book. It can help identify gaps in your current plan and ensure that your brand book covers all the essential elements such as your vision, mission, values, and positioning as well as guidelines for your visual and vocal identity. If your brand book is missing any of these elements, it may be a good time to rethink your brand strategy.

 However, it is important to note that a rebrand does not necessarily require a complete change, some brands keep their name and other elements that are associated with the brand and hold significant value. The rebranding services required will depend on the specific goals of the organization or the existing assets. 

 Although the definitions provided earlier may be clear, the distinction between a brand refresh and a rebrand is not always straightforward. There may be some overlap and ambiguity between the two processes. 

The Problem with the Brand Refresh Examples You See Online 

One issue with many brand refresh examples found online is that they may actually be rebrands or may lead to a rebrand. The distinction between the two can be confusing. People often view a refresh as a minor update and a rebrand as a major overhaul, but this is not always the case. The distinction between the two can be more nuanced and not as clear-cut as a simple "fresh coat of paint" vs "entire overhaul" 

Let us explain. 

Take a look at Starbucks for a brand ‘refresh’ example: 

The distinction between a brand refresh and a rebrand can be blurred, and the terms are not always definitive. The evolution of a brand can happen over time, whether it's considered a refresh or a rebrand. For example, Starbucks has undergone a gradual evolution over the years, from a coffee bean store to a cafe to a lifestyle brand. Their business model and target audience changed, and the brand evolved with it, whether it's called a refresh or a rebrand. 

In some cases, what starts as a refresh may lead to a rebrand over time. Additionally, clients may come with a specific request, when in reality, the problem is something else, as in the case of the client who wanted a new website but the real problem was their brand architecture not telling the right story. 

The same concept applies to brand refreshes as well. A client may approach us seeking to update their logo, but the underlying issue may be a deeper shift within their business that requires attention. 

Before undertaking a brand refresh, it is important to consider several questions: 

1. Have there been any changes to the business model? 
2.  Is the company targeting a new audience?  
3. Has the service offering been altered?  
4. Are the foundational elements of the brand still relevant, and why is it felt that only the visual assets require updating? 
5. Contact us today to see how you can do that. 
6. Are you interested in topics similar to this, if so, check out our other blogs!