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How can you decide if rebranding or brand refreshment is right for you?

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Your brand is more than just a logo, a name, or a slogan. It's the identity, personality, and reputation of your business, and it influences how your customers perceive and interact with you. But over time, your brand may need to evolve to keep up with changing markets, customer expectations, or business goals. That's when you may consider rebranding or brand refreshment. But how do you decide which one is right for you, and what are the benefits and risks of each option?

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Jim Heininger

Growth Communicator. Change Architect. Rebranding Evangelist.

1 Rebranding vs brand refreshment

Rebranding is a radical change in your brand identity, strategy, and positioning. It involves creating a new name, logo, design, voice, message, and values for your business, and communicating them to your target audience. Rebranding is usually done when your current brand is outdated, irrelevant, or damaged, and you need to reinvent yourself to attract new customers, enter new markets, or differentiate from competitors. Rebranding can be a powerful way to signal a new direction, vision, or purpose for your business, but it also comes with significant costs, risks, and challenges. You may lose some of your loyal customers, confuse your existing ones, or face legal issues or backlash from your stakeholders.

Brand refreshment is a subtle update or improvement in your brand identity, strategy, and positioning. It involves tweaking your name, logo, design, voice, message, and values to make them more modern, consistent, and appealing, while keeping the core essence of your brand intact. Brand refreshment is usually done when your current brand is still relevant and recognizable, but needs some adjustments to stay competitive, relevant, and fresh. Brand refreshment can be a smart way to enhance your brand image, strengthen your customer loyalty, and increase your market share, but it also requires careful planning, execution, and communication. You may not achieve the desired impact, miss some opportunities, or alienate some of your customers or stakeholders.

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Jim Heininger

Growth Communicator. Change Architect. Rebranding Evangelist.
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The goal of a rebranding is always growth. A careful audit of your current brand and business situation will determine if a brand refresh (a visual makeover), a repositioning (reframing its key differentiators to its customers or approaching a new audience) or a comprehensive rebrand (which signals a strategic pivot of the business and encompasses a renewed look, repositioning, a revamped customer commitment, and a new name all together). Research among your key stakeholders will help assess the gap between your current brand and your new desired positioning, which will determine how radical an effort you need.

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2 How to decide which option is right for you

When deciding whether to rebrand or refresh your brand, there is no one-size-fits-all answer. It depends on your specific situation, goals, and challenges. To help you make an informed decision, consider the following questions: What is the main reason or problem that prompts you to consider changing your brand? How well does your current brand reflect your business vision, mission, values, and personality? How well does it resonate with your target audience and differentiate you from competitors? How strong is its awareness, recognition, and loyalty among customers and stakeholders? Additionally, how much time, money, and resources are you willing to invest in changing your brand? And how much risk are you willing to take? Based on your answers to these questions, you can determine whether rebranding or brand refreshment is more suitable for you. Generally speaking, if your current brand is no longer aligned with your business strategy or losing its relevance among customers, then rebranding may be necessary. On the other hand, if it still has a strong connection and reputation among customers, then a refreshment may suffice.

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Jim Heininger

Growth Communicator. Change Architect. Rebranding Evangelist.
举报内容
Defining that new brand promise and name is usually an "aha" moment for leadership. It opens their eyes to how their brand can reflect and drive their business vision. At that point they are eager to implement and their enthusiasm needs to be tempered. It takes careful execution and time to update all brand touchpoints in the customer journey, to make sure that your revamped employer brand can be conveyed across the entire employee experience, and employees are brought on board before you launch successfully to your customers.

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3 How to plan and execute your chosen option

Once you have chosen to rebrand or refresh your brand, it is important to plan and execute your decision strategically. To ensure a successful outcome, you should first define your brand purpose, vision, mission, values, and personality. These core elements should be clear, consistent, and authentic. Next, you should conduct a brand audit and research to assess your current performance, strengths, weaknesses, opportunities, and threats. Additionally, you should develop your brand identity and strategy by creating or updating your name, logo, design, voice, message, values, positioning, differentiation, and value proposition. After that, you should communicate and launch your new or refreshed brand to internal and external stakeholders such as customers and media. Finally, monitor and evaluate your brand performance by measuring the impact of your brand change and addressing any feedback.

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Jim Heininger

Growth Communicator. Change Architect. Rebranding Evangelist.
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Our experience shows you need to first define your new brand positioning and customer promise to best convey your unique differentiators or distinctiveness. From there flows your brand personality and voice. Those foundational pieces will guide you in determining a new name that aspirationally conveys your new promise. From there a visual identity is built that conveys that name and promise. Once the new brand is built, it can take considerable time to update or create new branded assets to have ready for your launch. Simultaneously you need to be educating your employees on why rebranding is necessary so that they are ready to embrace and embody it when unveiled on launch day.

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4 How to avoid common pitfalls and mistakes

Changing your brand is a complex and potentially risky process that requires careful planning, execution, and communication. To ensure success, be sure to have a clear and compelling reason for the change and back it up with research and data. Develop a strategy with a consistent vision, mission, values, and personality, and get buy-in from stakeholders. Finally, monitor and evaluate the results of the brand change to make sure it is having the desired effect. With the right approach, you can create a brand that reflects your business and resonates with your customers.

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Jim Heininger

Growth Communicator. Change Architect. Rebranding Evangelist.
举报内容
The greatest risk in rebranding is not being aspirational enough. Rebranding is a heavy lift for an organization. Don't be too cautious and not reach for an entirely new forward-facing, customer-centric positioning that will serve as a jet pack for your business. Otherwise, you might find yourself revisiting a rebranding decision again in the near future. Once that is decided, our research shows that not engaging leadership and participation of all business departments puts your rebrand at risk, followed by not evolving the culture to support the new brand promise.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jim Heininger

Growth Communicator. Change Architect. Rebranding Evangelist.
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Rebranding signals change and to be successful requires change management. The organization is pivoting, and organizations don't change, employees do, one by one. You need to conduct a thorough change impact assessment so that you can provide education, training and encouragement to your employees on that change journey so that they can effectively convey the new brand come launch day. Building a revamped culture that enables them to deliver on that new brand promise is necessary. And change is often met with resistance so identifying where that friction may occur, and working to mitigate it in advance, will ensure you meet launch day with aligned employee support.

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How can you decide if rebranding or brand refreshment is right for you?

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5

1 Rebranding vs brand refreshment

2 How to decide which option is right for you

3 How to plan and execute your chosen option

4 How to avoid common pitfalls and mistakes

5 Here’s what else to consider

Branding

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How can you decide if rebranding or brand refreshment is right for you?

1

2

3

4

5

1 Rebranding vs brand refreshment

2 How to decide which option is right for you

3 How to plan and execute your chosen option

4 How to avoid common pitfalls and mistakes

5 Here’s what else to consider

Branding

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