Branding: Refresh vs. Rebrand
Whether it’s new clothes or a different hairstyle, sometimes you just feel like you want a makeover. These changes – big or small – can transform you and how others perceive you. Sometimes your brand needs a makeover, too! That said, there are more minor makeovers (brand refreshing) and major makeovers (rebranding).
Companies of all sizes overhaul their brand from time to time, and there are many reasons to do so! As an article on Entrepreneur says, brands may refresh “to boost sales by getting back in touch with their original identity, or forging a new and improved one.” Even the most well known logos have changed through the years! While the Starbucks logos have evolved over time, many of the same elements are visible throughout all of the changes:
On the flip side, some companies have a complete overhaul and not only make drastic changes to their logo, but change direction in their primary focus, products, target market, etc. Rather than a brand refresh, this is called rebranding and is the most difficult to do. If the shift changes all at once, the risk is that any brand loyalty will be lost and there will be much rebuilding for customers to learn about the new direction of the company. A few reasons that companies decide to rebrand is because their current brand isn’t effective anymore, their target audience has changed, or a merger or acquisition has happened, among a plethora of other reasons.