Reskin, refresh, or redesign – which is right for you?

Staying relevant and visually appealing is more crucial than ever. But when it comes to updating your brand's look and feel, the options can be overwhelming: Should you reskin, refresh, or go for a complete redesign?

This critical decision can greatly impact your business's future. I want to help you understand their nuances and make an informed choice. Whether you're a budding startup or an established company, our insights will guide you in giving your brand the perfect facelift.

Reskin: This generally means making surface-level changes that don't alter the underlying structure or functionality. It's like giving your product a new coat of paint.

This might be the right choice if:

• Your product functions well but looks outdated.
• You want to rebrand (change logos, colors, etc.) without altering how the product works.
• You have limited time and resources for the update.

Coca-Cola's 2011 'Share a Coke' campaign is a good example. They temporarily replaced their iconic logo on cans with popular names. The product (Coke) remained the same, but the packaging reskin created a fresh, personalized appeal.

Celebrity chef Gordon Ramsay underwent a reskin of his online presence, particularly on social media platforms. The content and his personal brand essence remained the same, but the visual aesthetics of his profiles were updated to be more modern and engaging.

Refresh: A refresh goes a bit deeper than a reskin. It often involves not only visual changes but also minor functional improvements.

This could be right for you if:

• The core of your product is solid, but some elements need modernization.
• User feedback suggests the need for minor improvements or additional features.
• You want to improve user experience without a complete overhaul.

Microsoft's introduction of the Fluent Design System for Windows 10. While the core functionality of the OS remained, the user interface received aesthetic and usability updates, making it more visually appealing and user-friendly.

Oprah Winfrey's transition from her long-running talk show to the creation of the Oprah Winfrey Network (OWN) is a form of brand refresh. While she continued to focus on storytelling and inspirational content, the medium and scope of her work expanded.

Redesign: This is the most extensive option. A redesign can involve rethinking the entire product from the ground up. It's more like rebuilding than repainting.

Choose a redesign if:

• Your product is significantly behind in terms of current standards or technology.
• There are fundamental issues with the user experience or functionality.
• You’re ready to invest more time and resources to essentially create a new product.

Apple's shift from Apple Computer to Apple Inc. in 2007, marked by the introduction of the iPhone. This was more than a product launch; it signified a strategic shift from being primarily a computer company to a broader consumer electronics brand.

Taylor Swift's transition from country music to pop with her album '1989' was a significant rebrand. This wasn't just a change in music style; it involved a new public image, different target audience, and marked a new era in her career.

In making your decision, consider factors like your budget, the time you can allocate, how your users interact with your product, and what your competitors are doing.

Sometimes, conducting user research or seeking feedback can also help inform the best path forward.

P.S. If you've reached this point, thank you for your engagement and curiosity. Your interest is the catalyst for my ongoing exploration and sharing of marketing insights. Please subscribe :)

Happy Marketing!

XOXO,

Keren