If your marketing strategy isn’t pulling in the engagement or revenue that it used to, if your brand is now looking like yesterday’s news next to your competitors, or if customers are looking past you for their service needs, it may be time for some brand soul-searching. You may want to consider either a brand refresh or a total rebrand. Make no mistake—these two concepts are not interchangeable, and knowing when to deploy each could make or break your relevance in the market (and your budget).
Understanding the Dilemma: Refresh vs. Rebrand
Alright, let’s break this down. A brand refresh is your brand's tidy-up; it’s bringing things up to date without losing the essence of what’s already there and without feeling like you’re losing what makes you, you. Think of it like updating your wardrobe with some fresh threads. On the flip side, a rebrand? That’s a whole new game—an earthquake that shakes the very foundations of your brand identity…but in a non-devastating way.
A brand refresh aims to modernize things, breathing new life into an outdated brand. A rebrand is a radical overhaul that asks the tough questions—what are we, who are we serving, and how do we want to be perceived moving forward? It’s about taking everything back to square one and rebuilding from the ground up, which can catapult you into new markets and build a fresh narrative.
Rebranding: When You Need a Total Makeover
If a brand refresh is a well-planned facelift, a rebrand is an audacious rebirth. We’re talking about a comprehensive reevaluation of your brand’s strategy, messaging, and identity. This is your chance to redefine who you are and attract a whole new audience that’s been waiting to meet you. If you have changed your core services, or pivoted to niche down in your area, a rebrand may be what you’re looking for to reestablish yourself as an industry leader.
The Perks of Rebranding
I know what you’re thinking—it sounds like a daunting task. And it can be, but if you partner with experts like OS Media Group it gets much less daunting and scary (hold our hand…we got this). The perks are massive, here’s what you can expect to gain:
Shake Off the Stigma: Distance yourself from any negative perceptions about your existing branding.
Explore New Markets: Successfully enter new territories, expand, and increase your pricing.
Become a Good Client Magnet: Attract a more valuable, desired clientele that you actually want to work with.
Build a Better Image: Strengthen your brand’s standing with existing (and prospective) stakeholders.
Stand Out in the Crowd: Position yourself distinctly against competitors who all look similar.
Timing Is Everything
So, when do you know when it’s time to actually pull the trigger on a rebrand? Well, growth is a big factor to consider. If you’ve scaled up and your audience has morphed, it might be time to recalibrate your messaging and visual identity to your audience at this point in time. I.e. Have you gone from a "normal" car dealer to only selling and working with high net worth (HNW) clients? If so, you may need to rebrand to convey that new, high-end brand to the clientele you want to attract. Tracking?
Conversely, if your brand is flailing due to fierce competition in your industry or geographical area, or a negative aura surrounds you for whatever reason, a complete overhaul could be a literal lifeline. A rebrand will help you reposition and tell a new story that resonates with fresh audiences and shakes off any lingering bad vibes.
How Often Should You Rebrand?
Typically, businesses opt for a rebrand every 7–10 years. But there’s no hard and fast rule either way. If you are shifting your major offerings, audience, or marketing overall marketing strategy—or if you just sense an outdated vibe like when you walk into your childhood home and your parents still haven’t updated it —consider diving into a full brand. Remember, this isn’t a weekend project; it requires time, money, and a well-thought-out strategy from the jump. These often taking 1-3 months to achieve on average and are done in several stages.
Case Studies in Rebranding Success
Here's a quick look at some heavy hitters who nailed their rebranding:
Apple: Evolving from “Apple Computers” to “Apple Inc.” allowed them to redefine their presence, showcasing much more than just computers.
Airbnb: They nailed their message from the start: “Belong Anywhere.” It helped them carve out a niche amidst stiff competition in a, at the time, newly emerging industry.
Facebook to Meta: This was a bold move to pivot into the metaverse, shedding the baggage of its previous reputation. Some would argue Facebook was such a powerhouse they didn’t need to rebrand, but we disagree (as do their shareholders). Fun Fact! Facebook rebranded to Meta on 10/28/2021 with a share price of $323.57. As of the writing of this article, 10/11/2024, Meta Platforms (META) has a share price of $589.10...that is an increase of 82%!
Brand Refresh: The Smart Upgrade
Now on to brand refreshes! This is what we do far more often because it allows us to simply build upon the brand and business we know you have put so much time and effort into building. This approach is all about enhancements, not upheaval. You keep at the heart of what makes your brand tick while giving it an updated, modern aesthetic. Think of it like sprucing up your living space with a fresh coat of paint. It’s still your room…it just looks better and cleaner.
Why a Refresh?
Don’t underestimate the value a brand refresh can bring to your organization. It’s all about staying competitive and relevant in a market where anyone with a computer and social media can make an LLC and business in less than an hour.
Allows you to modernize your logo and visuals, without losing your core identity.
Able to adjust your marketing materials to get back into the public’s eye or good graces.
Attract new clientele, and get back some of your previous customers, just by updating your look and feel.
Cue the Signs for a Refresh
If any of the following things sound familiar to you, then your brand, business, non-profit, or public service agency...it might be time for a refresh:
Outdated Visuals: If your branding (and website) looks straight out of the 90s, let's fix that.
Audience Shift: If your market has evolved and your brand hasn’t adjusted accordingly, it’s time to connect with your customers again.
Negative Associations: Overcome negative PR with a more compelling and positive narrative.
Inconsistency: If your brand assets are all over the place, unify them with a planned refresh strategy.
Internal Changes: New leadership? New mission, vision, or values? Your branding should reflect that!
Declining Sales: A refresh can reignite interest and get those sales goals back on track. People have short attention spans, remind them why you’re awesome.
When to Hit Refresh
We will work with you and your team to roll out a brand refresh in a fraction of the time (and cost) it takes when compared to a rebrand—think 2–6 weeks versus 1–3 months. This is a smart move if your core brand is solid and known, but needs a boost to keep up and move past with the competition.
Ongoing Refreshes
There’s no strict schedule for how often to do this. It’s all about the pulse of your brand and the market. As your brand and marketing consultants, we will work with you closely and have these conversations so it’s the most beneficial to you and your brand. We can also do temporary brand refreshes for events, holidays, or anything else!
Iconic Brands Who Did It Right
Starbucks recently showed us how to tell a story beyond coffee with a sharp, simplified logo.
Papa John's sought to distance itself from scandal due to their founder’s shenanigans and statements, refocusing on the quality of their pizza, rather than scandal-ridden headlines.
Dunkin' dropped the ‘Donuts’ to become a beverage-oriented brand while maintaining their classic colors…and don’t worry, as an ex-police officer I confirmed they do still in-fact serve donuts!
Code 33 Consulting Rebranding Success
One of our clients, Code 33 Consulting, is a law enforcement consulting agency based in California. The owner and retired police captain, Bill, is an expert in law enforcement leadership among other things. But his brand identity and logo didn’t convey the same professionalism and knowledge that Code 33 Consulting brings to their clients. So, he gave us a call and we’re so glad he did!
After a couple meetings about the aspects of his brand that he loved and wanted to keep as well as the aspects that could go, we worked up a few different logo options for him. A few rounds of revisions later, and we think Bill make some fantastic choices!
You can see that the logo is still very much Code 33, but cleaner, brighter, and more professional. To accompany Bill’s new logo (and their color variants), we created a social media posting stack, book testimonial graphics (he’s also an author by the way), and his brand guidelines. With this folder of design assets, Bill and Code 33 have everything they need to push their brand refresh out and get more new clients.
Oh yeah, we also tossed him some promotional merchandise for Bill to show off his new brand (and our design skills) with!
The Bottom Line
A rebrand and a brand refresh are two different beasts. One is about total transformation, and the other is about an evolution. Both have their place, and understanding what you need and why, is crucial.
Let’s Get Your Brand in Gear!
At OS Media Group, we’re here to help you navigate through these sometimes difficult and overwhelming choices. A Rebrand vs. refresh...are you looking for a fresh start or just some upgraded visuals? Either way, our team is up for the challenge. Let’s talk about what your brand needs to not just survive, but thrive in this competitive landscape. Contact us today, and let’s roll!
Kent Keller is a seasoned Brand Consultant, Social Media Manager, and Copywriter. He also acts as the Chief Executive Officer of OS Media Group. With over a decade of experience as a police officer and nearly five years as the Public Information Officer and Media Relations Manager for a prominent police agency, Kent brings a wealth of expertise to the proverbial table. His background, combined with his successes in developing numerous marketing campaigns and brand strategies, uniquely positions him to assist you in effectively engaging with your customers or community members.
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