All businesses need to change and evolve in order to survive — especially in today’s market where trends are made (and unmade) everyday. As a business owner, that means understanding the importance of brand identity, and its impact on how your business is perceived.

If it feels like your brand isn’t producing the results it used to, isn’t connecting with the right audience, or just isn’t in tune with current market trends — it’s time to update it and consider a refresh or a full-on rebrand.

Now, while these two terms do sound the same, they produce very different outcomes, making it hard to know which one your business really needs.

What’s a brand refresh?

In simple words, a brand refresh gives a new look to your business, but doesn’t change what it is at it’s core. Your brand looks different, but its values, principles and target audience don’t.

Think of it as enhancing what it already is (through an updated logo, color palette, typography etc.) — to align it to where it stands now, and how the market feels.

When should you go for a brand refresh?

Going for a brand refresh is a way to modernize your brand, and ensure your business remain competitive on the current market. You still believe the core of your brand is right, and working — but need a new identity to reflect it better.

What are elements you need to work on in order to rebrand?

Think of the elements that translate what your brand feels like:

What’s a rebranding?

While a refresh only takes care of how your brand looks, a rebranding is a complete transformation — from your brand’s strategy, value proposition, messaging to your visual identity and values.

It’s an opportunity to completely reinvent your brand, expend to new markets, increases prices or attract a new consumer base. It can also be useful to move away from previous failed or outdated strategies.

When should you go for a full rebrand?

Changes in your business and in the market can call for a brand makeover, whether it’s for positive reasons or to face tougher situations.

When your business grows, its audience changes with it which means your strategy also needs an update to fit this new crowd, with a fresh look that appeals to different people in different places.

Events like mergers, acquisitions, or when a brand moves away from its original plan also call for a change in strategy.

If you’re struggling to keep up with competition and stand out, it’s time to re-evaluate your value proposition and work on a new brand strategy and identity that’ll allow you to remain relevant, and to keep growing.

Finally, if your brand’s reputation has taken a hit, or if you’re looking to be more transparent, a total makeover might be the best way to bounce back. It’s a chance to shake off the bad vibes, attract new audiences, and rewrite the brand’s story to ride out the storm.

What are elements you need to work on in order to rebrand?

With a rebrand, you’ll need to re-think everything about your brand — from how it look and feels, to how what it actually is and stand for, like.

Do you need help a brand refresh or full on re-brand? Reach out to us and let’s chat!