Refresh or Rebrand
Words Nadine Thiedeke | Strategy Manager
Posted 07/01/2024
5-minute read
Is it time for a touch-up or a complete facelift? Maybe sales aren’t converting—audiences are seeing you, but not choosing you. Or have you been evolving organically and your messaging isn’t telling the full story?
With the Jaguar rebrand, we have been thinking about how brands can evolve and be brave—without locking brand loyalists out. Here are some considerations we have when recommending a rebrand or a refresh.
Customers aren’t choosing you
People change. Audiences shift in demographics, psychographics, culture, and values—potentially leaving your brand behind. If the offering is still valuable, choose a refresh to connect in a new way. By evolving your visual and verbal identity, people can take another look and rethink your position in their minds.
Sometimes the offering calls for product, service, or technological innovation. Once you’ve made the changes you need, a rebrand is a powerful way to show you are shaking things up.
The business has changed direction
Sometimes a business can evolve in ways we didn’t expect. Whether you need to pivot or innovate, this evolution can mean that the brand:
- No longer tells the full story of who you are and what we do
- No longer resonates with your current market, requiring connection to a new one
- Has a complex architecture across several offerings and/or audiences.
In most cases, a change of direction requires a rebrand.
Your brand looks dated
Culture and trend cycles are moving faster. Audiences have higher design standards for even the smallest brands.
A refresh brings your brand into a new light. This may mean a digital-friendly colour palette or scalable design system. Or, your verbal identity may need a modern adjustment to tone and messaging. If you’re using the same stock photography from 2010, art direction matters—especially in a highly visual landscape and audiences that focus on ‘vibes’. There’s no excuse for poor content and imagery.
Competitors are outpacing you
Though you may be the best at what you do, it’s difficult not to judge a book by its cover. Your competitors may be adopting interesting brand tactics or communicating in a way that resonates—leaving you out of the consideration pool. A brand refresh is good for remaining competitive, but a full rebrand might be necessary to overhaul your position as a leader.
Tackling negative perceptions
Businesses can experience negativity—bad service, inconsistency, loss of credibility, or poor judgment. While you can address the issue successfully and move forward, a rebrand can create distance and show a positive change.
This type of transformation should be handled with care, requiring more than a change in the colour palette but often a shift in company culture.
You’ve lost touch with your vision
A brand is a reflection of its vision, values, and messages. Over time, you can lose sight of these foundations, especially as teams grow and priorities shift. If you’ve found that your brand no longer aligns with the core values that once defined you, it may be time for a refresh or rebrand to reconnect with your original purpose. A brand workshop is a good place to uncover which direction to go in.
You’re no longer unique
In the same sea of sameness, or to look ‘in-category’, your brand may be blending in. If you could swap your logo with any of your competitors—you’ve lost a unique sense of self. Distinctiveness is key to consumer recognition and loyalty.
So, Refresh or Rebrand?
A refresh is generally a light touch to remain competitive and ‘tweak’ your existing brand. A rebrand is a more comprehensive undertaking, usually requiring a new brand strategy, identity, and positioning that aligns with a business change or shift in audience.
With either decision, it’s important to evolve in a way that is true to your core and doesn’t disregard your loyal brand customers. Take your internal team and key voices on the journey and make them part of designing the change. Then, inform your existing partners and audiences of the change before going out to the wider public. Whenever you can, test and learn.
At Studio Payne, we work with our client partners in all forms and capacities. If you’re ready to expand your brand’s possibilities reach out via the email below.
