Rebrand vs. Brand Refresh: Which is Best for You?

A common misconception on the topic of rebranding is that Investing in a new logo and updated website is a rebrand. So what’s the difference between a rebrand vs. a brand refresh? A brand refresh is an elevation to your brand identity assets. A rebrand can be defined as the adjustment of several factors but, in short, a total overhaul in changing the perception of your company.

A lot changed in 2020. The pandemic has forced us all to adapt to a new normal, and many businesses have had to change with the times or risk being left behind. If your business has been struggling and you’re considering ways to pivot, you may consider rebranding. But before you take the plunge, it’s important to understand the difference between a rebrand and a brand refresh. Keep reading to learn more!

Some popular rebrands that you probably remember are:

  • Facebook is now Meta (tons of new offerings altogether)
  • Dunkin’ Donuts is now Dunkin’ (no longer just for donuts!)
  • COACH (modern + minimalistic approach)

In contrast to some of the popular brand refreshes that you might have thought were rebrands:

  • Instagram (new logo + colors)
  • Starbucks (subtle logo changes over time)
  • Burger King (new logo + modern marketing)

What is Brand Refreshing?

A brand refresh involves updating your existing branding assets—think about your logo, website design, business cards, etc. This can create a fresh, modern look without veering too far from your original branding. It’s commonly done in response to changes in your industry or target market or when your current branding no longer accurately represents what your business does or stands for.

A brand refresh can be an effective way to breathe new life into your business without starting from scratch. And because you’re not making radical changes to your existing branding, a brand refresh can usually be completed relatively quickly.

What is Rebranding?

Rebranding is a much more drastic measure than a brand refresh. Usually undertaken in response to major changes within the company—such as a change in ownership, mission, or values—rebranding involves completely overhauling your company’s image. This includes updating everything from your logo and website design to how you answer the phone and interact with customers.

A rebrand can be an effective way to change people’s perceptions of your business, but it’s also a risky move that should not be undertaken lightly. Rebranding can cost tens of thousands of dollars (or more) and take months (or even years) to complete successfully. Therefore, it’s important to carefully consider whether a rebrand is right for your business before making any decisions.

Investing in a new logo or website design is not necessarily a sign that you must completely overhaul your company’s image — a common misconception about rebranding vs. brand refreshing. A brand refresh entails updating your existing branding assets to create a fresh look while still staying true to your original branding, Whereas a rebrand requires much more change and can be very costly both financially and reputationally if not done correctly. Before making any decisions about changing your company’s branding, it’s important to consult with experts who can help you decide which course of action is best for your business, given your specific goals and circumstances.

If you’re on the market to work with a designer on either a rebrand or refresh, reach out to us here to get started. We can help!

Hey! I'm Olivia –

Faith drove me to develop Creatively Olivia as a creative by nature and a passionate entrepreneur by trade.

I help small businesses start, refresh, and expand their businesses through strategic branding and web design.