Many companies struggle to choose between a brand refresh and a rebrand. A refresh keeps your old identity but changes how you present your brand. A rebrand is a complete change. Because a full rebrand is so intensive, it can be too much and backfire. Making an educated decision about a refresh vs. a rebrand is vital to a company’s long-term success and survival.
Is your cocompany’sranding old and outdated? Are you still using a logo and fonts from the 80s? It might be time to reinvigorate your brand with a refresh or a complete overhaul. Highstreet Marketing has extensive experience helping local companies attract more clients through stronger branding. You can trust our marketing experts with your brand.
What is a brand refresh?
With a brand refresh, you keep your company’s name and identity while updating the look and feel. Most refreshes focus on modernizing your brand’s image rather than completely redoing it. Some things a brand refresh could include are:
- A new logo
- Starting a new marketing campaign
- Using a more purposeful and appealing color palette
- Changing your typography to be more modern and easy-to-read
- Changing your brbrand’sessaging or marketing approach
A refresh is a good option when your brand foundation is working, and you don’t want to change it. The goal is to keep your identity while standing out from your competition and staying relevant. If your branding seems dated, potential clients may think that your company is behind the times.
Sometimes you start a refresh because you’re working on a new project, like building a new website. Improving the design style and making everything look neater in the process makes sense.
Sometimes companies will do unnecessary rebranding when a refresh would serve them better. It can feel productive to tear everything down and rebuild it, but that’s not always the best choice.
What is a full rebrand?
A full rebrand completely transforms your company’s look, audience perception, marketing strategies, messaging, and more. A rebrand can consist of:
- Replacing the logo or mascot of the company
- Changing the name of the brand
- Merging two companies together
- Changing the services or goods that your company offers
- Targeting a different audience than before.
Ask yourself whether your current branding is working and whether it’s moving your company forward or holding you back. Look at your goals and assess which option will get you there. With a full rebrand, you start with a clean slate but lose what you’ve built. You may want to rebrand if your company has a damaged reputation you want to distance yourself from. Sometimes a new owner takes over a company, and a rebrand is needed.
Businesses occasionally rebrand when they don’t actually need to, sacrificing consistency in the process. A bad rebrand can take a long time, cost a lot, and hurt your business in the end. Experts need to plan rebrands carefully so they land well. When done correctly, a rebrand can increase sales and brand recognition and benefit you in the long run. However, if the company has underlying operational problems, a rebrand won’t fix them.
If you could change anything about your brand, would you want it to be completely different? If so, a rebrand might be in order. Rebrands can be effective when you feel your current brand identity isn’t defined or clear, and doesn’t represent your goals. Although a rebrand is a bold choice, it’s sometimes the best option.
Before rebranding, it’s a good idea to announce the changes to existing clients. Reassure them that the changes are for the better and explain why they’re happening. You can inform your existing client base about the rebrand process so you don’t alienate them.
Whether you are considering a brand refresh or rebrand, Highstreet Marketing can guide you. WeWe’veandled successful brand refreshes and rebrands for various local companies. Our experts understand the importance of brand consistency, which can be more important than reinventing the brand from scratch. Sometimes, the sweet spot for a company is somewhere between a refresh and a rebrand. Reach out to Highstreet Marketing to discuss which path forward best serves your company’s interests.
Frequently Asked Questions
What are the benefits of a brand refresh?
Your brbrand’sore identity stays intact while looking more modern and appealing. Loyal customers can still recognize your brand and won’t feel alienated, while you still bring in new customers.
Does rebranding affect SEO?
Yes, rebranding can significantly affect SEO because changing your company name and other attributes can confuse search engines and hurt rankings. However, in the long run, an effective rebrand can help you rank better in local search results and be seen.
Does a refresh or rebrand take longer?
A brand refresh usually has a smaller scope of work because you’re improving on what already exists instead of starting from scratch. A rebrand can take quite a while to do thoroughly and properly to yield the results you want.
When should a company do a full rebrand?
A rebrand is the best option when there are major changes, such as a merger, a shift in target audience, reputational damage, or changes to the products or services the company offers. A rebrand is a chance to better reflect your company and start fresh.
How often should I update my brand?
Most small businesses update their branding every decade or so, but some take longer. Consider whether your marketing is working, your branding feels outdated, your competition is beating you, or your identity is unclear.
How do I know if my business needs a brand refresh instead of a full rebrand?
A brand refresh may make more sense when customers still recognize and trust your company, but the visual identity or marketing materials feel outdated. If the company name, reputation, audience, services, and overall positioning still fit where the business is going, updating elements such as the logo, colors, typography, website, and messaging may be enough.
Can I refresh my brand without changing my logo?
Yes. A brand refresh does not necessarily require replacing your logo. You may be able to modernize your website, typography, colors, photography, messaging, marketing materials, or other visual elements while keeping a recognizable logo that still represents the company effectively.
What parts of my brand should stay consistent during a refresh?
The elements customers already associate positively with your company are often worth protecting. These may include your company name, recognizable logo elements, established colors, messaging, values, or overall personality. The goal of a refresh is generally to improve the brand without unnecessarily giving up the recognition it has already earned.
Should I redesign my website when refreshing or rebranding my company?
Your website is one of the most visible places where customers experience your brand, so it should accurately reflect significant branding changes. A refresh may require design and messaging updates, while a full rebrand could require broader changes to the website’s visual identity, content, navigation, images, calls to action, and other elements.
Can changing my company name during a rebrand affect local search visibility?
It can. A company name change may require updates across your website, Google Business Profile, social profiles, directories, citations, advertising accounts, and other places where the business is identified online. Keeping information accurate and consistent during the transition can help search engines and customers understand that the old and new brand refer to the same business.