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Rebrand vs Refresh: Which One Do YOU Need?
By Dyno Creative | April 13, 2023
Dyno Creative breaks down the difference between a rebrand and a refresh. If your brand is feeling stagnant, a rebrand or refresh can boost your efficiency.
Rebrand vs Refresh: Is There a Difference?
If you are scratching your head wondering what the difference is between a rebrand and a refresh, don’t worry—you’re not alone. While they are similar, they actually have quite a few differences! At Dyno Creative, we work with a variety of partners who come from different backgrounds, however, they all have one thing in common—they want their brand to accurately represent their values and mission so they can connect with the right audience.
Not only do we love the work we do with our amazing partners, we also get super pumped when we see other creatives doing amazing work. If you aren’t familiar with CODO Design, they are a food and beverage branding firm located in Indianapolis. We’re big fans of craft beer here at Dyno Creative, so it only makes sense that we oooohhhh and ahhhhh over the design work! When it comes to differentiating between a rebrand and a refresh, we love how CODO Design explains it—a rebrand is an evolution, a refresh is a revolution.
What Does It Mean To "Rebrand"?
When someone goes through a rebrand, they are engaging in a more extensive process—or evolution. Think of this as a complete overhaul to your company’s branding. This includes things like your visual identity, brand messaging, brand positioning. To break it down even further, a rebrand often warrants developing a completely new logo design, color scheme, visual aesthetics, and possibly even a new company name, target audience, and business strategy.
But don’t let this scare you. If you aren’t sure whether it’s time for a rebrand or not, keep reading!
When To Rebrand
Sure, rebranding can be a complex and time-consuming process—if you don’t know what you’re doing. The good news is, there are experts who can help! At Dyno Creative, we absolutely love helping businesses rebrand. Our collective experience helping brands evolve has given us great insight into reasons why a company may decide its time to rebrand.
- Your current brand no longer reflects your company’s values, mission, or vision. This is obviously problematic. Your brand should always accurately reflect your company’s intention behind the service or product you offer. The moment it no longer aligns, you are no longer effectively representing your brand.
- Your brand feels outdated. The goal for any business is to become sustainable and stay in business for as long as possible. That means your brand should evolve as the needs and interests of your target market changes over time. If your brand is looking old-fashioned or out of date, chances are your target audience—especially if they are on the younger side—is no longer appealing.
- Your brand is inconsistent and confuses your target audience. When it comes to your branding, there are many components involved—messaging, visuals, tone, and more. If these elements are inconsistent and contradictory, customers will become confused, which leads to decreased customer loyalty and satisfaction.
- Your brand has developed a negative reputation. If any negative events or have impacted your brand, you may want to consider a rebrand so you can create some distance from the all the negativity.
- Your brand just isn’t clicking with your target audience. Are you noticing that your target audience just doesn’t seem to be vibing with your brand anymore? It may be time to take a closer look at the priorities of your target audience and verify whether your brand is in alignment. If not, rebranding might help you get current on the priorities and interests of today’s consumers.
What Does It Mean To "Refresh"?
Now that you know what a full rebrand entails, you can guess that a brand “refresh” happens on a smaller scale. A refresh usually involves smaller changes to your existing brand in an attempt to keep it fresh, relevant, and engaging with your target audience.
You may choose to update your logo design in some way, but not completely change it. You may also make some changes to your brand’s tone or messaging to reflect the current interests and needs of your target audience. A brand refresh can even involve small changes to your overall identity that makes it feel more modern and aligned with the current market.
When To Refresh
So when is it an appropriate time to take on a brand refresh? Ask and you shall receive!
- Components of your brand looks a bit outdated. Similar to a rebrand, you may feel like your brand is a bit outdated. Rather than doing a complete overhaul, a refresh may warrant updating your typography or adding a new color palette for the upcoming season change. Keep in mind, it is always best practice to regularly check in and ask yourself “Is my brand appealing to my current target audience?”
- Your brand doesn’t feel relevant anymore. Has your company experienced some significant changes recently? If so, you may need a refresh to ensure your branding aligns with your mission and values. When it comes to maintaining relevancy, there is another important thing to consider—current events and causes that are important to your target audience. If there is a movement that is currently taking precedence in society, thinking about how your brand can possibly show support for the cause. By doing so, you can maintain a strong relationship with your customers and potentially gain new customers in the process.
- Your brand has some inconsistencies that need to be addressed. Do the different elements of your brand support the same message across all communication channels? If the answer is no—you may need a brand refresh. Consistency is key when it comes to building a sense of community and trust with your customers.
- Your brand isn’t memorable. If your brand doesn’t stand out, chances are it isn’t very memorable to those passing by. A brand refresh may be just what you need to spice up your visual design so you can stand out amongst your competitors.
- Your brand doesn’t connect with current design trends. Take a moment to look at the design choices used by other brands you admire. Do your design choices measure up? While it is important to establish your own identity, it is also important to consider how you can freshen up your design so it can boost your appeal.
Just remember, a refresh is always a great idea if its beginning to feel a bit outdated and forgettable. Take a moment to look at all the components of your brand, both messaging and visual identify, and identify which components could use a little sprucing up.
Ready To Get Started?
Don’t forget, a strong and cohesive brand can boost your efficiency and overall success. If you identified with any of these branding struggles, Dyno Creative is here to help! Don’t let your brand become stagnant—contact us today so we can discuss whether a full rebrand or an invigorating refresh is in your future!
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