Almost every business evolves over time, and this dynamism is important for surviving in the competitive landscape. If your brand does not constantly evolve, it may become outdated. Most organisations look for ways to update their current look and feel. However, should you rebrand or refresh your brand?
Understand the rebranding process
Rebranding is a way to reimagine your key messages and brand identity. Your brand will be repositioned to encourage customers to change their perception of your business. You can appeal to your loyal customers and attract new ones. Moreover, the rebranding process could involve:
- Creating a new name
- Designing a new logo
- Improving your brand identity
- Establishing your business in a different market
Rebranding allows your brand to be safe from negative perceptions. You will also have the opportunity to increase prices and enter new markets. It also boosts your brand image and differentiates your brand from competitors.
The overall rebranding process may take more than a year. You need a significant budget to align it with your goals. Before taking a step, you have to conduct a brand audit and find the areas for improvement.
Example
In the 1990s, Apple made its rebranding effort successful. The company decided to rebrand when it found its position slowly degrading in the market. It updated its logo and created a sleek, monochromatic look. A slight modification helped the brand start a new era. Today, it has become the most popular tech brand in the world.
What is brand refreshing?
A brand refresh means adjusting your branding approach based on your needs. It does not affect your brand’s core personality. So, your brand and its essentials will remain intact. The market position will also be the same after a brand refresh. You need to refresh and refine your brand messaging and elements.
Some companies refresh their taglines and font styles. You can also consider a brand refresh in some situations:
- Your logo has become outdated.
- You have noticed a shift in your target audience. Updating your brand will establish a connection with new demographics.
- You want to rebuild your brand reputation to avoid negative perceptions.
- Your current branding has inconsistencies that confuse your customers.
Example
Instagram streamlined its camera logo in 2016. From a vintage style, the logo was converted into an icon with warm gradient colours. Instagram’s brand refresh efforts also involved the release of different mobile apps, such as Boomerang and Layout.
You can choose between rebranding and brand refreshing based on various factors. However, a rebranding project may be costlier than a simple brand refresh.
The result of a brand refresh is subtle yet effective. Your brand will have a lift to stay recognizable and relevant in the market. A successful refresh with trustworthy messaging reflects your company’s emotional intelligence. On the contrary, a large rebranding project will influence how your potential customers perceive your brand.
If you still cannot make a decision, contact leading companies like https://kingkong.co/au/facebook-advertising-agency/. This digital marketing company will help you with a branding campaign.
