Rebrand vs Brand Refresh: What’s The Difference?

by Jessica Wentworth, Graphic Designer

Insights / Graphic Design / Rebrand vs Brand Refresh: What’s The Difference?

We often emphasize the importance of brand consistency, but there are times when switching things up can be valuable.

As your organization grows and changes, it’s essential that your branding evolves with it. If your brand begins to feel outdated, or your audience changes, it may be time to make changes.

So, what are your options? You can either choose to undergo a brand refresh or a full rebrand.

It’s important to know that those terms are not interchangeable – they involve very different processes and approaches. Let’s dive into the key differences between the two and how you know which one is the right solution for you.

What is a Brand Refresh?

Have you ever noticed a well-known brand swap out their font choices, or introduce a new color to their palette? That would be considered a brand refresh.

A brand refresh is when an organization makes strategic updates to their overall look and feel – like minor changes to their visual elements or distribution of their logo. Sometimes, it could also include tweaks to their brand voice or messaging.

The important thing to remember is that during a brand refresh, the core identity of the brand is preserved. The adjustments that are made are done to help the brand stay relevant and resonate better with their audience.

What is a Rebrand?

A rebrand encompasses much more than a simple refresh; it is a complete overhaul of an organization’s current visual identity and messaging.

The process involves major changes, such as creating an entirely new logo, refining the core messaging, and even implementing a new business name. It’s a strategic process that incorporates various elements to create a cohesive identity that better aligns with the new direction.  (Here some iconic rebrands to get inspired from.)

Companies typically undergo a rebrand when they are making major shifts in their business. This can include changes to their mission, values, audience, and more.

The Right Approach For You

When deciding between a brand refresh or a total rebrand, start by considering your organization’s goals, audience, and current market trends.

If your brand feels a bit stale or outdated, but is still relevant to your values and audience, you should opt for a brand refresh. This approach will help to modernize your brand while keeping your core identity the same.

However, if your organization has changed significantly since your current branding was created, a full rebrand is the better option for you. It’s a more comprehensive approach that gives you the opportunity to break into new markets and reposition yourself entirely.

Ask yourself these three questions when making your decision:

1. Where does your current brand stand?
2. Does it align with where you’re headed?
3. Does your current branding reflect that direction?

If you know it’s time to make a change to your branding, but you could use a little more insight, reach out to us! We’re always happy to guide you through the process.