Have you ever felt like your brand needs a makeover?

Many companies reach a point where they want to update their visuals and messaging to stay relevant.

But the question is, how much do you need to change? Will a few tweaks suffice, or do you need something more radical? In other words, should you look at a brand refresh or a rebrand?

Let’s consider some of the questions you need to ask yourself before making this decision.

What’s the state of your current branding?

When deciding whether to refresh or rebrand, consider the state of your current branding.

Why is your current branding not working for you? Perhaps you feel that it no longer reflects where your business is at; this is likely if you’ve experienced a lot of change in the company. If so, rebranding would be a good option. Or maybe it simply feels tired or outdated. In this case, a refresh may make more sense.

Here are some questions you may want to consider when evaluating the state of your current branding:

  • Are your brand values in alignment with the values of your target audience?
  • Is your brand relevant in the market and have positive associations?
  • Does your branding reflect where your company is at now?
  • Does your branding reflect the values, personality, and ethos of the company?

If you answered ‘no’ to any of these questions, rebranding may be a better fit.

What’s your goal for the branding?

Why do you want to change your branding? What’s the driving force behind it? It’s important to understand your goals and the reasons you want to change before you dive in.

Do you want a completely new brand visual identity, brand image, and message to help you attract new customers or reach new goals (or a complete overhaul of these aspects)? Or do you want to keep your existing identity but breathe new life into it by developing it further or revitalising it?

How do you want to portray yourself moving forward? Rebranding could result in significant changes in how people perceive your company. Refreshing will help your brand stay fresh and relevant in the market but won’t change their perceptions radically.

Consider the degree of misalignment between your current branding and idealised branding. Are they completely unaligned? What’s the distance between your current branding and your ideal branding? If there’s a big gap between the two, consider rebranding. If you feel only small changes are necessary, then refreshing could be the best option.

What’s your timeline and resources?

Rebranding is a more intense process involving more time, energy, and budget. It involves changing the core components of the brand to reach new goals or audiences. It is more comprehensive and will involve more stages and deliverables, such as creating a new logo and brand guidelines.

On the other hand, refreshing involves tweaking and revitalising existing values and principles. It may involve refining existing brand elements, such as refining your brand messaging, revitalising visual elements, and refreshing marketing materials.

In conclusion, the decision to rebrand or refresh should be based on your goals, resources, and requirements. There is no right or wrong answer. The decision should be evaluated in light of your unique circumstances and goals for your business moving forward.

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