It is important for all businesses to monitor their industry and keep ahead of the changes in technology, message delivery and consumer integration. In modern times, the biggest change seen in years is the way that your potential customers interact with your brand. How your brand is delivered is key to the perception of your brand.

The evolution of online has meant that previous integrations have moved into the digital space and developed countless brand interaction opportunities. Simple elements like the differences in colour in a digital space is a good example of why you need to consider a brand refresh over a total rebranding. Your colour choice may have been made years ago, while it worked well at the time, across print the colour pallet used online is different

It’s imperative that your branding reflects your business and serves it up in a competitive and competent light to catch the hearts, attention…and wallets of potential customers. Simple elements, such as differences in colour shades can create a negative impression of your business.

As a business owner, you always try to keep your branding fresh and current in a world where attention spans are decreasing and the propensity to buy and research online is dramatically increasing.

So what is the difference between rebranding and refreshing a brand?

Moreover, how do you know which one is for you?

Rebranding

Rebranding is more than just changing a logo or refreshing your website design. Rebranding is to change the entire image of your company from the top down. Not only the creative perception but your ethos and brand story.

When should you consider a rebrand?

• Your brand feels out of date and is no longer effective or working for your audience.
• Your audience has changed.
• Your business offering, motivation and goals have changed.
• Your business is going through a noticeable change such as merger or acquisition.

What are the risks?

• If executed poorly you can alienate or confuse your audience.
• Current customers can feel betrayed if your brand equity is not taken into consideration.
• You risk cluttering your message rather than streamlining it.
• The rebrand may not resonate with your employees.

Branding refresh

Sometimes a complete overhaul of your brand is unnecessary. If you are comfortable with your messaging, have a brand story that is engrained in your audience and employees mindset then a refresh may be for you. If the risk of alienating your audience or cluttering your brand is too high, then you need to consider what adjustments you can make to refresh and modernise your brand.

Why refresh your brand?

• To update and modernise your brand to appeal to a current audience
• To address the market condition and changes
• When your brand feels disconnected from your offering
  Maintain the essence of your brand
• Build messaging that is focused and clean
• Build and present an ethos that resonates highly with your customers
• Consider timing and leverage where possible to your company’s advantage

Eventually, every brand needs to change. The world is constantly evolving, with new tastes, new innovations, and new demands from customers.

However, the extent to which you change, and the size of the decisions that you make to adapt to your new marketplace, depends on you.

A refresh is something that can improve and build upon a brand that’s already fundamentally robust. If you have existing loyalty for your brand, and things are going well, a refresh can help you to make sure that you stay competitive and remain on the right track.

A brand refresh can be a lot more than a simple lick of paint, however, sometimes, your brand refresh strategy will involve a complete re-think of what your company does, how it delivers, speaks, and behaves. However, the DNA of your company will remain the same.

With a rebrand, everything changes. You might be selling the same products, or providing the same services, but you become something entirely new. So, how far do you need to go to revitalise your company?

Do you want to know more?

If you are looking for advice on how to build a desirable brand identity we would love to help. We have looked into the key components of building your identity in our article on Colour and Branding. If you prefer to speak we are happy to offer some advice and direction on your desirable branding ambitions, get in touch, however, best suits you…