06 Jan Rebrand vs. Brand Refresh: Which One is Better for You?
I’m often asked about the difference between a rebrand and a brand refresh, as many companies struggle with deciding which approach is right for them.
In essence, the distinction lies in the scope of change. A brand refresh focuses on subtle yet meaningful updates to modernize and rejuvenate the brand while preserving its core identity. On the other hand, a rebrand involves a complete transformation, redefining the brand’s identity, messaging, and positioning to reflect a new direction or vision.
What is Rebranding?
Rebranding is a comprehensive transformation of a company’s branding elements to better align with the evolving needs of its target audience and the changing market landscape. It often involves a fundamental shift in the brand’s identity, positioning, and perception.
The goal of rebranding is to revitalize a brand, making it more relevant, appealing, and competitive. Companies may undertake rebranding to expand their market reach, attract new customers, boost brand value, or adapt to current trends.
Messaging rebrand encompasses a full transformation of brand messaging that may include tone, voice, and core brand messages, to align with a new brand identity and positioning.
What is a Brand Refresh?
This is a more moderate update aimed at modernizing a brand’s appearance while preserving its core identity and strategy. A refresh may include updates to the logo, color palette, messaging, and marketing materials. The goal is to better align the brand’s appeal with market trends while keeping it recognizable and relevant to its target audience.
Brand messaging refresh fine-tunes existing messaging to better connect with the target audience while preserving the current positioning.
By refining logos, colour schemes, typography, or messaging, companies retain their brand equity while modernizing their positioning and appeal. A brand refresh is ideal when core brand elements remain solid but would benefit from a fresh, contemporary touch to align with the market needs.
Brand Refresh Examples
L’eggs is a great example of a subtle brand refresh led by its creative director and a team of designers. The original logo, inspired by a font designed by the legendary Herb Lubalin, was carefully updated to remain recognizable. The refresh focused on refining optical adjustments, improving spacing, and enhancing negative space to create a softer, airier feel while maintaining a more compact appearance.
At times, changes that appear subtle to the naked eye can involve a complete redrawing of the font, making the process time intensive. In other cases, minor adjustments—such as refining proportions (symbol/logotype), spacing, or updating colours—can significantly modernize the brand’s look and bring it up to date.
Rebranding followed by Brand Refresh
Here are some additional examples of brand and logo facelifts that updated the brand’s drawing power.
How Rebranding or a Brand Refresh May Affect
Key Communication Touch Points?
Packaging Design: Rebrand vs. Refresh
Packaging design is fundamental to any rebranding or brand refresh as it is often the first way consumers interact with a brand. Good packaging design can help a brand stand out, make a distinct memorable impression, and build customer loyalty. Packaging rebrand involves more substantial changes in order to reflect the updated brand identity. A packaging refresh will entail subtle design tweaks to emphasize product value and use without overhauling the core packaging design.
Packaging Design Rebrand
A rebrand involves a comprehensive transformation of packaging to align with a new brand identity, messaging, and goals. This may include changes to materials, shapes, or functionality, such as using eco-friendly options or adding innovative features. Key elements like messaging and logo placement are redesigned to reflect the new positioning and underline the brand’s updated strategy.
Packaging Design Refresh
A refresh focuses on subtle updates to modernize packaging while retaining its core design. Changes may include tweaking colors, patterned visuals, or messaging to stay current with design trends and better connect with the target audience. The essence of the brand remains intact, with adjustments aimed at refinement rather than reinvention.
Digital Channels
Today, having a strong online presence is essential to success. It enables companies to enhance their brand recognition and connect with potential customers worldwide. Consequently, indispensable tools like a company’s website, social media platforms, and e-mail marketing are likely to be affected by any branding strategy changes as well.
Depending on the circumstances, a company may choose to simply inject these tools with a more contemporary appeal or alternatively, in case of new ownership or substantial shift in positioning, to undertake a major reformulation of its digital instruments that will match the changes on other communication channels.
Social Media Rebrand
A rebrand updates profile names, visuals, and messaging to reflect a new brand identity, creating a cohesive voice and enhancing awareness. It ensures consistency across platforms, aligning tone and visuals with the evolved brand position.
Social Media Refresh
A refresh updates visuals like profile pictures or banners to follow design trends while keeping the core identity intact. Minor tweaks in content strategy or posting frequency help maintain engagement without altering the brand’s essence.
Rebranding a Website
Rebranding includes a structural overhaul, reorganizing content, improving navigation, and optimizing functionality to align with the new brand identity. Key updates include interface design changes—layouts, fonts, and interactivity—to enhance user experience and reflect the brand’s values. New colours, logos, and visual elements are integrated for a cohesive online presence.
Refreshing a Website
A website refresh focuses on updating visual elements like colours, logos, and images while keeping the structure intact. Minor tweaks, such as adjusting typography or colour tones, ensure the site stays visually appealing and consistent with the brand.
If you are contemplating which strategy will fit your goals, we can help. CommDesign is a branding studio experienced in assessing the various benefits and Drawbacks to help you ensure you make the right decision and maximize the benefits for your brand.
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