When you hear the term “rebrand,” it might sound straightforward – a simple update to your company’s look, right? But like many things in business, there’s more to it than meets the eye. Let’s dig into what a rebrand really means, why it might be necessary, and when a simple refresh might do the trick.
What is a Rebrand?
A rebrand is much more than just a cosmetic makeover. It’s about fundamentally altering the public’s perception of your company. When businesses embark on a rebrand, they’re usually aiming to shift how their audience thinks, feels, and interacts with them. This process might involve changing the company’s name, logo, color, font, messaging, and other core identity elements. Essentially, it’s about redefining who you are as a brand in the eyes of the public.
Dunkin’ Donuts → Dunkin’
Remember when Dunkin’ Donuts became just Dunkin’? This wasn’t just about dropping a word from its name. The company wanted to position itself as a beverage-led brand, emphasizing coffee and other drinks while still acknowledging its roots in donuts. It updated its logo, streamlined its messaging, and launched a campaign to focus on the brand’s convenience and quality offerings. This shift allowed Dunkin’ to better compete in the crowded coffee market, aligning with changing consumer preferences.
Aluminum Cabinet Co.
Aluminum Cabinet Co. (ACC) isn’t showy. It needed a strong mark that leapt out at you – without being flashy.
Our designer came up with just the thing. Mirroring the unique locking mechanism invented by ACC and encasing the A and C in the name, the new logo gets better the longer you look. The color palette came from the actual cabinet color offerings and their pride in being Made in the USA. Not only does the logo live up to the exceptional product, but it elevates each cabinet that goes out the door.
A rebrand can be a massive undertaking—one that requires careful planning, significant resources, and a clear vision of the desired outcome. It’s about changing not just how you look but also how you’re perceived.
What is a Refresh?
Sometimes, a full rebrand isn’t necessary. Instead, your brand might just need a little fine-tuning – a refresh. A brand refresh involves updating certain elements of your identity to better reflect where your business is today without overhauling the core of what makes your brand stand out.
Starbucks
Sticking with the coffee theme, Starbucks is a master of the brand refresh. Over the years, they’ve made subtle changes to their logo, stripping away extraneous details to create a more modern and streamlined look while still maintaining the iconic siren at its center. These tweaks help the brand stay relevant and visually appealing, but they don’t alter the core identity that customers know and love.
McKenzie Maps
When McKenzie Maps changed ownership, it was a perfect opportunity for a refresh. They leaned on us to simplify their logo. Instead of a party of colors, we opted for a warm orange, and we tied up the symbol with a classic and cleaner font. We also revamped the website, integrating Shopify and an automated client response system. The new site not only promotes the outdoorsy brand but also streamlines the buying process for both customers and owners. Win-Win.
When to Rebrand vs. Refresh
Deciding between a rebrand and a refresh depends on your business goals:
- Rebrand if you’re looking to shift your market position, reach a new audience, or significantly change public perception.
- Refresh if your brand feels outdated or if you want to tweak certain elements to better align with current trends without altering the core identity of your brand.
Whether you choose to rebrand or refresh, it’s essential to have a clear understanding of what each process involves and what you hope to achieve—that’s where we come in. Contact us today. We’d be happy to help you decide if your company needs a fresh start or some help staying in tune with the times.
Whatever your decision, remember that both processes are about more than just looks—they’re about how your brand connects with your audience.
