We often get inquiries about “rebranding” work. And, to a somewhat lesser degree, inquiries about “brand refreshing.”
Since many terms within the marketing/ad community lack standardization…it is often the case that a request for “rebrand” should really be labeled “refresh.” So…how does one keep the terms straight?
Let’s start with “rebrand.” This is a really big step. It potentially means moving away from what the brand now stands for…which also means dropping some of the related equity built to date. We see rebranding needed for various reasons; e.g. when a brand somehow acquires a problematic negative perception OR when a brand strategy has been so significantly changed that new signals are needed to communicate such great change. Rebranding may even involve name change or modification. A rebranding process is a big one and can take significant time. One has to be clear about the benefits of the revamped brand and work hard to get it right. The needed background work, strategy definition and building new communications all take significant time and collaborations to get it right. And then…the rebrand communication plan requires investment and patience to get it working in the marketplace.
On the other hand, a brand “refresh” is more about some modifications intended to keep a brand up to date. This can be as simple as some changes to graphic identity but not necessarily confined to graphic matters. Such “refreshing” could relate to changes in communication strategy…perhaps resulting in some minor revisions to naming, brand promise, etc.
So…be sure to ask tough questions about what is really needed…and why.