If you feel that your brand no longer conveys everything it offers or that its image is stuck in time, it’s time to give it a brand refresh. In this article, we explain what a brand refresh is, the difference between a brand refresh and rebranding, and the key steps for carrying out a successful renewal process.
Why is a brand refresh necessary?
A refresh of brand works like giving your company a new coat of paint: a appearance more modern, professional and aligned with your essence. In contrast, rebranding involves a profound transformation, almost like tearing down what exists in order to rebuild it from scratch. That’s why it’s more drastic and is used in specific cases. See document for more information.
So, how do you know when your brand needs a visual change?
Signs that your brand needs a refresh
1. Your visual identity is outdated.
If your logo, fonts, or color palette look like they belong in another decade, your audience will notice. An update helps polish your visual presence and project modernity, consistency, and professionalism.
2. Evolution of the trends in the market
Design trends, technologies, and user expectations are constantly changing. A refresh keeps your brand relevant and shows that you are connected to the demands of your users. connected to the demands of your industry.
3. Increased competitive pressure
If your competition looks more up-to-date, communicates better, or stands out more, it’s time to react. A strategic update helps you stay visible, relevant, and memorable.
Refresh vs. Rebranding: Which does your brand need?
What is a brand refresh?
It is a slight update of the overall image and style. You maintain the essence of your identity, but you modernize it so that it continues to be competitive. The brand is not reinvented: it is optimized. This way, you can execute it successfully
A brand refresh usually includes:
- Visual updates: Logo, colors, fonts, or graphic elements.
- Adjustments to the message: Tone, voice, or slogans more aligned with the current market.
- A presence that is more clean and consistent across all platforms
What is a rebranding?
Rebranding is a complete transformation. It involves redefining who your company is, what it stands for, and how it communicates with its audience. It is usually applied when the business is evolving significantly.
A rebranding may include:
- Change of name or identity visual complete.
- New mission, values or purpose.
- Focus on new markets or audiences.
- Repositioning or creation of a new brand story.
When should you rebrand?
A rebranding becomes necessary when your company faces situations such as:
- Loss of relevance in relation to the market or the competition.
- Change in mission, vision or values that no longer match your current image.
- Expansion into new markets, audiences or lines of business.
- Merger or acquisition, where a clear identity needs to be consolidated.
- Problems of reputation, which require rebuilding the trust of the public.
Table taken from: https://bimsoluciones.com/rebranding-que-es-cuando-como-hacerlo/
How to do a good brand refresh?
1. Auditing your current identity
Evaluate which visual and communication elements are outdated. Check whether the message is clear, coherent and relevant to your audience.
2. Redesigning your logo
The logo should retain its essence, but adapt to a simpler, more modern, and versatile style. Prioritize clear and easily identifiable shapes.
3. Choosing fonts and color palette consistently
Make sure that the fonts are legible in different sizes and platforms. Work with a palette that is adaptable to both digital and printed environments.
4. Creating a identity visual cohesive
Develop a complete visual system: iconography, illustrations, patterns, and guidelines for use. The key is that everything works as a comprehensive system.
Conclusion
Performing a refresh of your brand allows you to keep your business up to date, competitive and aligned with your audience. It is a strategic investment that improves your positioning and strengthens your presence. a20> positioning and strengthens your presence in the market.
Ready to refresh your brand?
Protolab helps you create an attractive, consistent, and memorable identity. If you need a refresh of your brand or a professional rebranding, our team of scientists in branding is ready to guide you through the entire process.