Brand Refresh and Rebranding: The two sides of the same coin

Today’s era mandates new styles, the latest trends, and unique concepts. Modification is the key to survival in this transforming world.? If we look back there are many innovations that were in high demand once but eventually went outdated and obsolete. One of the greatest examples is CDs/DVDs. There was a time when DVDs and CDs were in high demand but nowadays people hardly use them.

The same goes for businesses and their identity. You might have seen big brands changing their logos, values, and even their products/ services with time. Such changes are referred to as brand refresh or rebranding. Let's begin with understanding what’s brand refresh and rebranding and how they are different from one another.

Brand Refresh vs Rebranding

A brand refresh is more of an update. In many cases, a brand refresh is focused on visual changes like logo color, slogan, using a new font, etc.?The brand's foundation remains unchanged, in other words, the company doesn’t have to start from scratch. Redesigning one particular part of core values will be enough.

Unlike brand refresh, Rebranding is drifting the core values of your brand and creating a new identity. When the old methods don’t help or there is a change in audiences or maybe in the workforce then rebranding is done.?

For instance, a brand refresh is like modifying your car with some new paint job or stereo system but rebranding is like buying a new car.?

However, it's true that brand refresh and rebranding are two different branches of the same tree but identifying what is required for your business is the most important thing. This article covers the parameters when your company has to upgrade with the new trending culture.

Your brand needs a refresh when it tackles the following situation:

• When your methods are obsolete.
• When your existing audience is upgraded.
• When your workforce is increased.
• When your results are not consistent.?
• When you are uplifting towards expansion.

Rebranding of your business is needed when:

• Brands need to evolve to keep up with the competition.
• A new set of audiences is emerging.
• Marketing new products and services is a top priority.
• There is no point in using old marketing techniques.
• Your business requires a new identity.
• There is an overall industrial change.?

Conclusion:

Setting a benchmark won’t help you achieve your big goals similarly knowing about rebranding and brand refresh is not enough. It takes different strategies and theories like Applify’s “StartX” solution to execute your new plans into reality. In our next article, we will discuss how to make your rebranding or brand refresh strategies successful.