Do you know that brand updates use many terms in some aspects of the business? For example, we will face the terms brand refreshment and rebranding when talking about a company.
These terms have become marketing buzzwords in recent years without a clear definition.
Meanwhile, a company’s identity depends on branding. But just like your personal style, it changes over time. So the most well-known brands worldwide strive to remain relevant by staying on top of trends.
Changing your brand can help you reach your audience, enhance your mission, and differentiate yourself from the competition. In addition, your brand can receive new life and revenue by updating its appearance.
However, brand modifications demand careful consideration and planning. The key is matching your image with your corporate goals. The main concern when choosing the right action is how wide you will make a change on your brand.
So, do you need a brand refreshment and rebranding? Or do you have to choose one of them?
Refreshment is changing a small part of your business
A refreshment is auditing your current brand assets and assessing how they align with your brand’s brand strategy and activities. It requires a brand refreshment if it needs to be updated. It might be as easy as updating your company’s written and visual identities, or it can include concentrating your brand’s products on smaller segmentations.
In any case, the trademark is still present but with some changes. You are not giving up any existing brand equity. Instead, you are using it to prop yourself in a new, more precise, and modernized direction.
Refreshment changes are a small but significant way to improve brand performance. The goal is to make a noticeable difference in how your customer perceives your company in terms of how it sounds, feels, and appears. That requires altering:
– Your corporate tone.
– Visual branding you use.
– Your product and customer service offerings.
Big brands don’t just refresh once
One example of brand refreshment is what happened to Microsoft. This long-standing technology company has undergone several changes, especially regarding its logo.
You can see why you should update your logo in this article.
Another example of refreshment is the Instagram logo. The main focus of establishing Instagram is to become a platform for people to share photos. People can see pictures uploaded by everyone worldwide with a specific subject through hashtags.
But now, as the number one image uploading platform, Instagram has added services to its application. As time and technology evolve, Instagram allows people to upload videos and make online shops.
In addition, Instagram adds other features, such as Instagram stories that allow people to upload images, videos, and posts within 24 hours. This modern feature is the most desirable because people won’t leave digital footprints that others can always see.
Instagram changed its app logo several times. Even so, Instagram still retains the camera lens element in its logo. This phenomenon shows that Instagram remains a consistent platform for uploading photos.
Rebranding is changing most parts of your business
Rebranding involves a complete turnaround of strategy. Essentially, you will revamp your brand. Then, you develop a new business for the brand’s new written and visual identities. It would be best if you do a deeper exploration of brand strategy. Set your ultimate goal of creating an entirely new brand by determining whom you want to be and what you want to convey.
Your brand strategy and everything else, including your name and looks, will be different. As a result, you will lose the brand’s equity. But on the other hand, rebranding is what you should do if you need to change the course of your branding.
Most commonly, companies consider rebranding when:
– The competition intensifies.
– The target market is evolving.
– Fulfilling new demands for fresh goods and services.
– The old marketing strategies are no longer effective.
– The identity is outdated.
– Industry standards have evolved.
Rebranding can foster a better reputation
One of the fast food restaurants once got a bad image from the public. McDonald’s, the pioneer of fast food in the United States, has come under fire for being accused as one of the causes of obesity among citizens.
Instead of letting this dangerous reputation continue, McDonald’s decided to do a rebranding. First, they devoted much effort and money to change their image. Then, this fast food company added significant changes. The chain now offers a variety of healthier options, including fresh food and salads. In addition, the restaurant’s physical form has become more modern.
Apple also carried out a successful rebranding. During the early to mid-1990s, Apple experienced stagnant sales, low consumer interest, and various competitions that kept customers away. Finally, Steve Jobs took over Apple in 1997 and changed everything.
Apple then showed the logo image of modernity and minimalism while introducing various innovative products. They also launched a series of advertising and marketing campaigns focused on developing new experiences for customers. Until now, Apple is still leading the world of brands, mainly in digital technology.
Both changes need the help of a great design
In addition to the products and services offered, you cannot separate a brand from its visual identity. The visual identity, in this case, is the logo. Therefore, you must have a timeless, everlasting logo. As a result, it works in both brand refreshment and rebranding.
Not to mention if you are doing brand emerging, adding new products or services, and looking for a broader or specific spectrum of customers as rebranding.
If you are considering changing your brand, see the tips for designing your new logo and ensure that your brand’s visual identity is intact. That includes logos, typography, and the images, photos, and illustrations you use in your brand.
That can only be successful when you create suitable designs for all your brand assets.
So, are you ready to be the greatest among the competitors?
Focus on new products or services, increase visibility in the market, and create optimal marketing strategies by making changes. You can change a small part, a large part, or the whole of your business.
You can contact Nice To Meet You if you need help doing brand refreshment and rebranding. We can design personalized items for your brand. Visit Instagram @nicetomeetyou.studio and check out the Pricing Page to work with us!