From Stale to Stellar: Why Embrace a Brand Refresh?
Tear it down? Or Remodel?
Both result in a new home and offer two different ways to get there. The same could go for the differences between rebranding and refreshing a brand. While lots of businesses have been coming out with “rebrands” recently, the reality is that they’re more refreshes.
The difference between the two is the same as redoing the home. A rebrand gets down to a business’s fundamental vision, mission, and purpose. The core of energy and empathy is at the center of a company. As you can imagine, it’s quite an involved process to completely overhaul an organization’s spirit, personality, and strategy.
When businesses undertake a brand refresh, it’s more of a remodel. They leave elements that have been successful in place and emphasize new storytelling elements that align with their vision. It’s a polish on a pre-established presentation. Some aspects of the personality may change, but it’s more of an evolution versus an entirely new look, feel, and name.
A brand refresh is a subtle yet powerful update to a brand's existing elements. It is less about radical change and more about thoughtful enhancements to the visuals, voice, presentation, or messaging better to reflect the brand’s current reality and aspirations. This can help a brand maintain its relevance amid new market trends, shifting customer expectations, and the inevitable evolution of its products or services.
What’s rebranding?
Rebranding represents a profound transformation in a brand's life cycle. It involves overhauling the core elements of a brand’s identity, including its name, logo, brand colors, and overall messaging. This process often reflects a fundamental shift in the company's strategy, market positioning, or internal values. Rebranding isn't just about changing a logo or updating a tagline; it's about redefining the company’s essence from the ground up to better align with its evolved business goals or market expectations.
When to Rebrand
The decision to undertake a rebrand should be motivated by significant business considerations:
Mergers and Acquisitions: Integrating different brands under a single umbrella often necessitates a rebrand to unify the company's identity.
Repositioning in the Market: Companies facing stiff competition or changes in market dynamics might rebrand to differentiate themselves from rivals or to realign with emerging market trends.
Changing Business Models: If a company pivots its business model—from product-based to service-oriented—a rebrand may be required to communicate this fundamental shift to its audience.
Outdated Image: Brands that feel outdated or no longer resonate with evolving customer demographics might consider a rebrand to rejuvenate their image and appeal to new generations.
Source: UnderConsideration
Rebrand Example: Airbnb
Airbnb's rebrand in 2014 was much more than just a new design. The company introduced the "Bélo" symbol, a simple, heart-shaped logo representing belonging, reflecting its mission to make people worldwide feel like they can "belong anywhere." This messaging became core to the Airbnb brand, business model, and community. Beyond being just cosmetic, this rebranding was deeply integrated into Airbnb’s business strategy, focusing on community and inclusivity, significantly broadening its appeal and market reach.
Then, what is a Brand Refresh?
A brand refresh is about refinement and simplification—it tweaks and improves upon existing brand elements to make them more effective. Unlike rebranding, a refresh does not entail a fundamental shift in foundational brand elements (like your name or strategy). Instead, it involves updating or refining the brand’s visuals and messaging to enhance its connection with the target audience and ensure it remains dynamic and relevant in a competitive marketplace.
When to Consider a Refresh
Key indicators that suggest a brand refresh might be necessary:
Visuals Feel Outdated: If the brand’s design elements appear dated compared to competitors, a refresh can modernize these aspects without altering the underlying brand identity.
Expansion of Offerings: When a company expands its product lines or enters new markets, a refresh can help ensure the brand’s look and message accurately reflect its expanded capabilities.
Customer Feedback: Listening to customer feedback can provide insights into how the brand is perceived and whether aspects of the brand’s messaging or visual identity need refinement.
Source: Pepsi
Refresh Example: Pepsi
Pepsi's 2024 brand refresh marked a significant evolution in its visual and strategic branding. The redesign introduced a simplified version of the classic Pepsi globe, embodying a more minimalist and modern aesthetic that probably aligns closer to what you think when you hear “Pepsi.” This shift wasn't just about updating looks; it’s deeply intertwined with Pepsi's strategic aim to resonate with contemporary values and lifestyles, particularly appealing to younger, more diverse audiences.
Their strategic overhaul extended beyond the logo. The refresh influences all brand experiences to create a cohesive and refreshing brand experience that amazingly feels more authentic to Pepsi than it looked before. Adopting a bolder presentation and a modern look is meant to help it stand apart on the shelf and in our minds. Even with the visual updates and adjustments, Pepsi’s still in the can, and it’s a great way to bring some excitement to a legacy brand.
Which is best for you?
As we've navigated through the nuanced landscapes of rebranding and refreshing, each process serves a unique yet crucial role in a brand's evolution.
Rebranding leads to a more profound and significant change for the business. It involves recalibrating a brand to align with substantial shifts in strategy, market dynamics, or internal values. More importantly, it should be about connecting and building a community with current and future audiences.
On the other hand, a brand refresh is more about refinement—polishing what's already there. It's an update that keeps the brand’s essence intact while making strategic tweaks to the story’s visuals, voice, packaging, or presentation to stay relevant and resonate with evolving market trends and customer preferences. This approach revitalizes the brand’s appearance, reenergizes internal teams, and renews commitment to the brand’s values and vision.
If these questions ignite a spark of reconsideration, or if you find your brand struggling to connect as effectively as it once did, consider a refresh or rebrand. Each offers a pathway to renew your brand’s relevance and ensure it continues to thrive in a competitive marketplace.
Whichever path you choose, make sure you have a great partner. If you’re looking for someone to work with, we’d love to hear from you - hello@madeby87.com.
