Yes, there is a difference. But which path is right for you?
Let's find out together.
So let's say you already have a brand but it's been a while and you feel like you're not connecting with your audience the way you used to. And you realize! Hey! You're a little outdated.
Time for a refresh!
Brand Refresh
Sometimes, a full rebranding isn’t necessary; in some cases, a refresh is more appropriate. A refresh is a lighter and more targeted effort that can keep or update recognized visual elements.
Refreshing reasons can include outdated imagery that is no longer relevant in your market, inconsistency with collateral creation, an audience has changed or a new audience needs to be gained.
Keep the Logo, Shift the Look
A whole new look and tone for the brand, without changing the logo. This can include shifting font usage, colors or slogans.
Update Design
Tweak the logo slightly, fresh design for collateral or a new color palette.
Establish the Design System
Create a Style Guide and Identity System if one doesn’t already exist without changing fonts, colors or logo.
A strategic plan for Refreshing can follow closely to that of a Rebranding plan. Understanding the current market, having a time frame, respecting a budget, and enforcing an Identity System and Style Guide are all elements to consider during a Refresh.
Rebranding
Definition:
Rebranding is the process of changing the corporate image of an organization. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.
Description:
There are several reasons for a company to consider rebranding. One prominent factor is to connect with customers. Rebranding is good for the business, but at the same time it may be risky. There is always a possibility that the consumers do not like the new brand. A rebranding that works requires much more than a basic name change. Name changes, logo changes and color changes on their own are not enough to make a successful rebranding.
Follow your gut to decide whether a refresh or a rebrand is for you. Branding is not a one size fills all undertaking. Nor is it a glass full or empty scenario. Branding by natural is full customizable, so you do you.