Is it time for a brand refresh or a full rebrand?
Understanding the difference and selecting the right path can help your business soar to new heights instead of getting left behind in the past. Let’s do a quick break it down, shall we?
What is a Brand Refresh?
Think of a brand refresh as giving your business a glow-up—the type you experience when you first hit the big numbers$$. You’re maintaining the core of who you are —your mission and values— but updating how you present yourself to the world.
A brand refresh typically involves:
- Updating your visual identity (logos, colours, typography).
- Refining your messaging and tone of voice.
- Modernising marketing materials without changing your core mission or audience.
In short, A refresh keeps your brand recognisable but relevant, polished, and competitive.
So, what is a Rebrand?
Rebranding involves so much more than just surface changes. It’s truly about reimagining the very essence of your brand at its core. A rebrand usually involves:
- Redefining your mission, vision, and values
- Changing your positioning in the market
- Targeting an entirely new audience or industry
- Sometimes, even changing your brand name
In short, A rebrand is a full transformation, signalling to the world that your business has evolved into something new. (…the old thing has passed away and everything has become new)
When Do You Need a Brand Refresh?
You might consider a brand refresh when:
- Your brand visuals feel outdated or out of sync with current trends
- Your audience hasn’t changed, but their tastes and expectations have
- You need a more modern look to stay competitive without losing brand recognition.
In 2023, Amazon Prime Video executed a brand refresh. Prime Video is a hugely popular streaming service, with over 200 million subscribers–including more than half the adults in the US alone. In their refresh, they shifted from a strategy of presenting the platform as a ‘rabbit hole’ of entertainment, where viewers can get lost in millions of content choices, to moving through an infinite ripple of their favourite content using the ‘dimple’ of the iconic Amazon smile as a catalyst. Along with the new identity, Prime Video launched a redesigned app that makes it easier for customers to discover great content.
Amazon developed a brand strategy that envisions the platform as fun, witty, and smart, guiding viewers through the extraordinary range of shows and movies as they follow their interests and fandoms.
When Do You Need a Rebrand?
You should consider a full rebrand when:
- Your business has shifted directions. New services, new audiences, new mission.
- You’re entering new markets or industries.
- Your brand has suffered reputational damage and needs a clean slate.
In December 2024, SanDisk launched an extensive rebranding effort, shifting from its classic inter-capped “SanDisk” logo that has been in existence since 1995 to a contemporary style showcasing either “SANDISK” or “Sandisk.” This transformation was influenced by the notion of a “single point of data” or a “pixel,” reflecting the company’s emphasis on collaboration and innovation. The redesigned logo features a bold slab serif font that keeps the open “D” while adding a pixel-inspired “S,” symbolising a commitment to progress and teamwork. This rebranding precedes SanDisk’s anticipated spinoff from its parent company, Western Digital, set for early 2025. The strategy aims to establish SanDisk as an independent leader in flash and memory technology, particularly following past difficulties regarding product reliability.
The Bottom Line
- Are we the same company we were when we started?
- Is our audience the same?
- Does our current brand truly reflect who we are and where we’re headed?
