Want a snazzy new look but not sure if it’s worth pouring money into? A rebrand or refresh has to bring returns; otherwise, there’s no point.
But learning about the difference between a rebrand and a refresh—and figuring out which is right for you could boost your profile and help you make profits. Read on to learn how.
To rebrand or refresh?
Sure, a rebrand or a refresh can look sexy, but does this really translate into business benefits?
It’s true that time in front of the mirror can feel a bit vain when you’ve got the actual business running to take care of. But by thinking of a rebrand or refresh as having real benefits, you can make it worthwhile.
A rebrand or a refresh can help customers find, recognise and remember you. Research has shown that choosing a stand-out colour increases brand recognition by 80%.
Customers will also like you and be more likely to do business with you if they share your values. So let your image reflect the inner you.
Rebrand vs Refresh: What’s the difference?
A rebrand is much more than a new logo. Although rebranding gives you a completely new look and feel, it’s more than skin deep.
A rebrand responds to big changes in how you do business, reflecting your new direction.
If your customers are dwindling – and your profits along with them – it’s time to step back and figure out how your business can change to deliver value.
Top reasons to get a rebrand:
- You have a new offering
Things weren’t working quite so well at the ice cream stand that you started selling crepes.
- Your business has changed
Icecream’s still good, but you’ve upgraded from a small cart to a dine-in parlour.
- Your audience is different
Your audience used to be kids, but since the dental van visited school, only seniors buy your icecream.
What to do in a rebrand:
- Do customer research
- Work out your unique selling proposition (USP)
- Get a new logo and website
- Create visual brand guidelines
- Hone a tone of voice
While a rebrand shows off your transformation, a refresh is more cosmetic. This is what you do if things are basically working, but you have room to improve.
You’d do a refresh if your customers, offering and what you stand for remain the same, but you need to refresh your tired image to stay relevant.
Top reasons to do a refresh:
- You’re out of date
You feel as young as ever, but suddenly you’re looking your age.
- You want to optimise
Business is booming, and you’ve got the budget to flick on the turbocharged.
- You need to be consistent
You want your image to match no matter where customers find you, whether it be in the shop or on Shopify.
What to do in a refresh:
- Rethink your marketing channels
- Change your brand colours
- Create slightly different versions of your logo for different socials
- Apply your branding across all your inhouse documents
- Rewrite copy and content so it’s inclusive
What’s your budget?
Cash flow hasn’t been great, and you need to reconfigure your business to get back in the green. It can be hard to do a rebrand if you’re tight on funding.
If you do need to make those big business changes, a refresh could be a cheap way to plug the gap for now. Another advantage of holding off on that rebrand is it gives you time to see whether your new direction is taking off before you invest in an image to match.