Rebrand or Refresh?

The terms rebrand and refresh are often used interchangeably, but actually they are different. In this episode, we explore the differences between the two and ways you can determine which one is the right option for your brand.

Good morning. My name’s Kiri, I’m the Business Growth Strategist here at Tiny Hunter, and today I want to talk about the term rebrand versus refresh, because quite often the two are used interchangeably but, actually, they are different. And if you’re thinking about making some changes to your brand, it can help to understand those differences in navigating the process.

Both aim to revitalise a brand’s image, but a rebrand is an overhaul. It’s like a complete makeover of your brand, and it requires a lot of strategic input upfront to understand how has the business shifted over the years. A rebrand not only looks at your identity, but assesses things such as your values, your mission, your positioning, and quite often it involves a fundamental change in the way the brand is perceived. A rebrand is the way to go if there have been some significant changes in the business, perhaps there might be some new owners or some internal restructuring. You may be entering new markets or perhaps your brand just no longer reflect who you are.

A refresh, on the other hand, is like a fresh coat of paint. While it changes, it makes slight adjustments to your brand’s image, it doesn’t change the core essence of the brand. It retains those core elements of your brand and gives them some enhancement or some modern love. And so while it’s strategic, it doesn’t require that level of strategic input that a rebrand does. And so in that regard, it can be a really good option if you’re working with a limited budget and also if your brand is still really effective, but it just needs some modernising.

It can be difficult choosing between the two and knowing which one’s right for your brand. Talking to branding experts can help you navigate that, and also understanding your brand. How has it changed? Why do you want to make these changes? What’s happening in the market? How have your customers changed? They’re all really good questions to ask yourself as well, which will help you decide which one is the right option for you.

That’s it from me, it’s time for brekkie.

Kiri White

Written by: Kiri White
Published: November 1, 2023

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