There’s a lot of crap talked about rebranding.
Let’s get one thing clear: a tweak to a logo, a chance of corporate colours, and shift in typefaces is NOT a rebrand.
The key distinction between a brand refresh and a complete rebrand lies in the depth and breadth of the changes made.
Both aim to revitalize a brand's image, but they go about things in different ways and with totally different levels of intention, activity, and intensity:
Brand refresh:
The focus of a brand refresh is an emphasis on existing brand elements while making minor updates. Think of it as a facelift or a makeover and more of a modern twist on what's already established. A brand refresh is a change of clothes.
Changes are typically subtle and involve:
Refined logo and brand colors: Maintaining the core visual identity but giving it a fresher look.
Updated typography and imagery: Aligning visuals with contemporary trends while keeping the overall brand feel intact.
Refreshed messaging and tone: Re-articulating the brand's story in a way that resonates better with the current audience.
Enhanced digital presence: Modernizing websites and social media platforms to align with current user behavior.
Benefits:
Cost-effective: Requires less time and resources compared to a rebrand.
Lower risk: Minimal disruption to brand recognition and customer relationships.
Maintains continuity: Preserves the core brand identity and its loyal customer base.
Examples: Apple's recent logo changes, Coca-Cola's updated packaging designs, McDonald's refreshed color palette.
The focus of a rebrand is a deeper look at the heart, soul, values, and foundation of the brand and a complete reworking of what the brand stands for, what it stands against, and how it fits into the social, business, and world community. A rebrand is a change of personality.
Complete rebrand:
Focuses on overhauling the brand's core identity and positioning to address significant changes in the market or the brand itself. This is like "starting from scratch" with a new foundation.
Changes can be dramatic and encompass:
New logo and brand identity: Introducing a completely new visual language that breaks away from the past.
Shifted brand messaging and values: Redefining the brand's purpose, mission, and target audience.
New product or service offerings: Expanding or diversifying the brand's portfolio to reach new markets or fulfill evolving customer needs.
Revamped marketing and communication strategy: Completely refashioning how the brand interacts with its audience.
Benefits:
Greater impact: Creates a more significant and lasting change in brand perception.
Opens new possibilities: Allows the brand to explore new territories and reach a wider audience.
Addresses major challenges: Helps overcome negative brand associations or adapt to shifting market dynamics.
Examples: Pepsi's shift from "Cola Wars" competitor to lifestyle brand, Starbucks' move towards premium coffee and experiences, Volkswagen's transformation from "people's car" to electric vehicle pioneer.
If you’re going to enter into either exercise, it’s important to choose the right option because the difference between a brand refresh and a complete rebrand depends on your specific goals and circumstances. Consider these factors:
Current brand health: Is your brand struggling or thriving? Do you need a minor tweak or a major course correction?
Desired impact: Do you want to revitalize your brand image or completely reinvent it?
Target audience: Are you looking to connect with the same audience or reach a new one?
Resources available: Do you have the budget and time for a comprehensive rebranding campaign?
By carefully evaluating your needs and resources, you can determine the most effective approach to refresh or reinvent your brand for continued success.
Just be sure you’re choosing the right solution for your branding problem.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … Why you need to be DUMB.