Rebrand vs refresh: what’s the difference? (and how to know what’s right for your business)

Thinking about rebranding your business?

Updating your branding is an exciting time for any business owner, but it can also be a little nerve-racking.

If you’re like most clients I work with, you probably have some questions, like:

• Do I have to change my business name?

• Do I have to change my colours?

• Do I have to get a new website or domain?

• Should I just set fire to the whole thing and start all over again? 😅
  

And my answer to all of them is no! Well, not necessarily, anyway.

The rebranding process can look very different depending on where you and your business are at – and, more importantly, where you want to go.

And while in some situations a full rebrand is required, for most businesses, a brand refresh is all that’s needed to ensure your brand truly aligns with what you and your business are about.

But what’s the difference between a brand refresh and a rebrand? And how do you know what’s right for you?

In this article, we’ll look at what a rebrand vs a brand refresh is, and the key things to consider before you kick-off your branding project.

What’s the difference between a brand refresh and a rebrand?

Straight up, I’ll be honest and say I (and most designers I know) use the words ‘brand refresh’ and ‘rebrand’ interchangeably.

But, technically, they are slightly different things.

A brand refresh is best described as an update on your existing branding – like a bit of a makeover for your brand.

It usually involves a smaller budget than a full rebrand, and is really about taking your existing brand and improving on it based on your knowledge of the market and where your business fits into that.

In contrast, a rebrand is more like a reinvention of your brand.

It’s usually more in-depth than a simple refresh, and signifies some sort of change in direction for your product or service offering, your target audience, or how you and your business want to present yourself to the world.

Think of it as the difference between Miley Cyrus and Emma Watson (or Hermione, as you may know her).

When Emma cut off all her hair, this signified her personal brand was evolving.

She was moving away from the Harry Potter franchise, but it wasn’t a dramatic departure from the person and actress she was known to be.

However, when Miley Cyrus swung across our screens naked on a wrecking ball, it was clear that Hannah Montana was no more, and both her music and her personal brand had taken a very different direction 😳

Emma Watson before and after her ‘brand refresh’ – same same but different

Miley Cyrus before and after her dramatic rebrand.

So, using Emma and Miley as examples, the rebranding process is best described as a spectrum, with a brand refresh (à la Emma) on one end, and a total brand 180 (à la Miley) on the other.

How to decide if you need a brand refresh or rebrand

Semantics aside, how does the process of a brand refresh vs rebrand differ? And how do you know which service you need?

Well, the truth is, no matter whether you’re doing a brand refresh or a total rebrand, the process is essentially the same.

It all starts with getting clear on your brand strategy, including your purpose, vision, mission and values (or as I like to call it, your ‘brand heart’), and then working out what’s required to ensure your brand identity aligns with this.

For most businesses I work with, a brand refresh is all that’s required (even if we call it a ‘rebrand’). 

They might have been in business for a year or two (or more), and they realise their branding is a bit of a mish-mash and no longer aligns with them or their business.

They’re clearer about who their ideal client is and what they offer, and they want their branding to reflect this so they can attract the right clients and feel confident about how they’re presenting themselves to the world.

That said, there are some specific situations where you might want to consider a total rebrand (with or without a name change).

This includes if your business is part of a merger or bought out by a parent or different company, or if there is some negative media coverage and you want to change the public perception of your brand (which was likely the motivation behind the recent Facebook rebrand).

But in my experience, the need for a total rebrand is quite rare. 

Even if you’re adding a whole new service or revenue stream to your business (as many businesses did during COVID), it’s more likely you would look at creating a subbrand, rather than a whole new brand, so you can leverage your existing brand equity.

Things to consider before rebranding or refreshing your brand

Where is your brand currently at?

Before embarking on a brand refresh or rebrand, it’s a really good idea to perform a brand audit so you can identify:

a. which elements are contributing towards your existing brand equity, and 

b. which areas feel most misaligned with what you and your business stand for.

By doing so, you can see which areas of your brand need to be updated, and which elements should be retained so you don’t totally alienate your audience or damage your reputation (as we saw in the infamous GAP rebrand, which cost $100 million and lasted a total of 6 days 🤯 ).

What outcomes do you want to achieve?

It’s also important to remember that your brand is an investment.

And, like with any investment, you need to be strategic and focus on the bigger picture and the outcomes you want to achieve.

For example, recently a client came to me about updating the branding for her personal training business. She’d been putting it off for years, but then COVID hit and she realised she really needed to invest in her brand if she was going to stand out and survive in the online training space.

We updated her brand identity and rolled that out across her website and social media channels, and within 3 months she was completely booked out.

THAT is the power of brand – and, more specifically, having a brand that really clearly communicates what you and your business stand for.

Who can help you achieve those outcomes?

Finally, it’s important to work with a graphic designer or branding agency you trust. 

Your brand is your business’s most important asset, so when it comes time to update it, make sure you work with someone who’ll take the time to understand what you need, and create a package that’s completely tailored to you ❤️

Ready to refresh your brand? You can check out my (re)branding services here.
Or, if you’re not quite sure what you need, book a free 20-minute strategy call and let’s chat!