Rebrand or Refresh: Which is Right for Your Brand?
We’ve seen plenty of headline-hogging rebrands over the last twelve months, and not all of them have, shall we say, landed smoothly. The most notable example has to be Jaguar, whose airy new look seemed to be the most contentious topic online for a moment last year. But while stagnating branding and/or floundering sales might inspire marketing execs to embark on a full rebrand, there is another way.
The Case for a Brand Refresh
Enter the brand refresh. As brands like Lloyds and Herman Miller have shown lately, it’s entirely possible to modernise a brand without embarking on an all-encompassing (and hugely costly) transformation. While the best rebrands can revitalise a brand, in some cases, a refresh that wields a brand’s heritage could be even more impactful.
What’s the Difference?
A brand refresh and a rebrand serve very different purposes, and understanding that distinction is key. According to Ljubica Jovanova, Senior Director of Brand and Content Marketing at Bynder, "A refresh is the right approach when a brand has strong brand equity and recognition in the market but needs to evolve visually or strategically to better reflect its current positioning. It’s about building on what’s already working, refining elements like visual identity, messaging, and tone of voice, without losing the essence of what the brand stands for."
When is a Refresh the Better Option?
According to Ljubica, there are certain situations when a refresh might be the better option. These include when:
- The brand has strong market recognition but needs a more modern identity.
- The core audience remains the same, but their expectations or industry trends have evolved.
- The company wants to refine messaging, tone, or design elements while preserving its overall essence.
Case Studies: Lloyds and Lego
Lloyds Bank and Lego are two brands that have successfully executed a brand refresh. Lloyds’ recent refresh modernised the brand while retaining heritage assets, while Lego’s subtle yet effective new brand identity has provided the building blocks for a truly effective brand refresh.
The Dangers of Rebranding
According to Ljubica, rebranding for the wrong reasons can be dangerous for a brand. "The essence of what the brand stands for should never be lost. Making changes simply for the sake of it, or worse, misleading customers into thinking a minor refresh is a full rebrand, can backfire. The key is to keep your brand’s core values at heart. If your audience trusts your brand, engaging them with fresh visuals and messaging will reinforce their loyalty, not disrupt it."
Conclusion
In conclusion, while a rebrand can be a bold move, it’s not always the right choice for every brand. A brand refresh, on the other hand, offers a more subtle yet effective way to modernise and refine a brand’s identity without losing its heritage. By understanding the difference between the two and choosing the right approach, brands can build a strong foundation for future success.
Frequently Asked Questions
Q: What are the key differences between a brand rebrand and a brand refresh?
A: A rebrand is a full overhaul of a brand’s identity, while a brand refresh is a more subtle refinement of existing elements.
Q: When is a brand refresh the better option?
A: A brand refresh is the better option when a brand has strong brand equity and recognition but needs to evolve visually or strategically to better reflect its current positioning.
Q: What are some successful examples of brand refreshes?
A: Lloyds Bank and Lego are two brands that have successfully executed a brand refresh, modernising their identities while retaining heritage assets.
Q: What are the dangers of rebranding for the wrong reasons?
A: Rebranding for the wrong reasons can be dangerous for a brand, as it can lose its core values and alienate its audience.
