Brand refresh and re-branding, sound the same, don’t they? Though this may be true they are inherently different concepts. Did you know that it takes people an average of 7 seconds to form an impression of your brand? For this reason, staying relevant in the market is essential to your brand’s success. Companies are constantly having to change, evolve and transform their brand to stay relevant and maintain success in the market. Adjusting logos, creating a new image, and using new marketing materials, are all examples of change within a brand. But what is considered a brand refresh vs a re-branding? The meaning of brand refresh is right there in the title, REFRESH. This can also be recognised as reviving, restoring, or reimagining aspects of your brand. The market today is rapidly changing due to social media and technology bringing about new trends within the market. These changes are making it increasingly easy for the face of the brand to feel stale and outdated. This is where a refresh is due. A brand will opt for a brand refresh when they want to breathe new life into the brand by changing the outdated aspects of their brand and reviving it with modern features. A refresh can transform the way consumers perceive your brand and ensure you don’t fall behind in the market.
Examples of a branding refresh include:
- Updating your brand’s slogan
- Subtle logo change
- Modernising colour palette
- Using a new font
- Updating your typeface
- Reviving marketing materials
On the other hand, re-branding is a radical change, used to address problems that lie deep within the brand. This can be an extensive and complex process that requires a brand to go further than just updating a logo, but rather completely change the identity and message of the brand. This often requires starting from scratch and rebuilding the brand by fixing those fundamental problems.
Examples of a re-branding:
- Rethinking marketing strategy
- Developing an entirely new visual identity for the brand
- Establishing the brand in a different market
- Brand new logo
- New colour palette
- Market repositioning
- New Philosophy
Brand refresh and re-branding are both essential in staying relevant, as most companies conduct smaller refreshes every so often and re-brand every 7-10 years. The key difference between brand refresh re-branding is that they are used to achieve different goals on completely different scales. A refresh is mostly surface-level changes, and a re-branding goes much deeper. So, think of it as a brand refresh as watering your pot plant, while re-branding is repotting your plant with new soil.
Taurus continually reinvents itself by staying ahead of industry developments and trends. At Taurus, we understand how difficult it can be to refresh and re-brand.
Brand refresh and re-branding are both crucial strategies for maintaining a brand’s relevance, but they serve distinct purposes and require different levels of commitment. A brand refresh is typically employed when a brand needs a facelift—something to revive its current look and feel, making subtle yet impactful adjustments that resonate with modern consumers. On the other hand, re-branding is a more profound transformation, often driven by the need to address significant shifts in the market, changes in company strategy, or to overcome challenges that go beyond aesthetics.
At Taurus, we recognise that the decision to undergo a brand refresh or a complete re-branding can be daunting. It requires careful consideration, strategic planning, and expert execution to ensure that your brand not only stays relevant but also thrives in an ever-changing landscape. Our TaurusBullseye™ methodology is designed to guide you through this process, whether you’re refreshing your brand to align with new market trends or re-branding to redefine your position in the industry. We take pride in our ability to help clients navigate these complex processes with confidence, ensuring that every change made is purposeful and aligned with your business objectives.
By partnering with Taurus, you gain access to a wealth of industry expertise and a team dedicated to elevating your brand. Whether you’re looking to refresh your existing brand or undertake a complete re-branding, Taurus is here to support you every step of the way, helping you achieve long-term success and stand out in a competitive market.
To read more about how Taurus helps clients achieve success through the TaurusBullseye™ methodology, click here.