Rebranding vs Brand Refresh; Which One is Best for B2B
The terms “rebranding” and “brand refresh” are often used interchangeably, but they actually refer to two different types of brand makeover.
Rebranding vs Brand Refresh: What’s the Difference?
A rebrand is a complete overhaul of your brand identity. This includes your logo, tagline, color scheme, website design, and any other elements that make up your visual brand. A brand refresh, on the other hand, is a less drastic update to your existing brand identity. It might involve minor changes to your logo or website, or a new tagline that better reflects your company’s mission.
So, which one is right for your business? Let’s take a closer look at the pros and cons of each approach.
How strong is your online presence?
There are a number of reasons why the strength of a brand’s online presence is so important in determining whether it should rebrand or refresh. First, as more and more consumers conduct their research and purchase decisions online, a strong online presence is essential in order to reach them. A brand that doesn’t have a strong online presence risks being invisible to potential customers.
Second, a strong online presence helps to build trust and credibility with consumers. In today’s marketplace, there are so many choices and options available that it can be difficult for consumers to know who to trust. A brand with a strong online presence that is consistent across all of its channels (website, social media, etc.) is more likely to gain the trust of consumers than one without a strong online presence.
Third, a strong online presence can help to build and maintain customer loyalty. Customers who are able to easily find information about a brand and interact with it online are more likely to be loyal to that brand. A brand that doesn’t have a strong online presence may find it more difficult to keep customers loyal, as they can simply go elsewhere to find the information and interaction they’re looking for.
All of these factors underscore the importance of a strong online presence in today’s marketplace. For brands that don’t have a strong online presence, rebranding their image may be the best way to reach more consumers and build trust and loyalty. Those with a strong existing presence online should focus more on refreshing their existing brand so that they don’t risk losing their footing in the online world.
Rebranding Vs brand refresh
The answer to whether or not you need a brand refresh or a complete rebranding depends on a number of factors, including the strength of your online presence, the degree to which your brand needs to be updated, and your budget.
What is a brand refresh?
A brand refresh is a less drastic update to your existing brand identity. It might involve minor changes to your logo or website, or a new tagline that better reflects your company’s mission.
What is rebranding?
Rebranding is a complete overhaul of your brand identity. This includes your logo, tagline, color scheme, website design, and any other elements that make up your visual brand.
Which option is right for you?
If you have a strong online presence but your brand image is outdated, a brand refresh may be all that you need. On the other hand, if you don’t have a strong online presence or your brand image is significantly different from your competitors, a complete rebrand may be necessary.
Tips for a Successful Rebrand for B2B
1. Do your research
Before you even begin thinking about what your new brand might look like, it’s important to do your research and understand your audience. What are their needs and wants? How does your company fit into the larger industry landscape? What are your competitors doing? Answering these questions will help you to better understand what your new brand should communicate to your audience.
2. Get input from your team
Your team is a valuable resource when it comes to rebranding. After all, they’re the ones who will be working with the new brand on a daily basis. Make sure to get their input and feedback at every stage of the process.
3. Work with a professional
Rebranding is a big undertaking, and it’s important to make sure that it’s done right. Working with a professional branding agency will give you the best chance of success.
4. Be prepared for change
A successful rebrand will require some changes to your company’s internal processes and culture. Be prepared for this and make sure to communicate the changes to your team.
5. Introduce the new brand slowly
Rolling out a new brand can be a big change for your company, so it’s important to do it slowly and carefully. Start by introducing the new logo and then roll out other changes over time.
Establish the Purpose of the Rebrand
The first step in any rebranding process is to establish the purpose of the rebrand. What are your goals? What do you hope to achieve? Be specific and realistic in your answers to these questions.
Your goals might include:
- Increasing brand awareness
- Attracting new customers
- Improving customer loyalty
- Rejuvenating a stale brand
- Refocusing on your brand identity
- Changing your company’s image
Once you’ve established your goals, you can begin to develop a plan for achieving them.
Have a New Brand Vision
Every successful brand has a clear vision and positioning statement. These are two of the most important elements of your rebrand. Your vision should be a brief, aspirational statement that describes what you want your brand to be. Your positioning statement, on the other hand, should be a more specific statement that articulates how your brand will be different from your competitors.
Developing a new vision and positioning statement for your brand is an important part of the rebranding process. It will help you to focus your efforts and ensure that everyone on your team is working towards the same goal.
Make Your Rebrand Known
Once you’ve finalized your new brand identity, it’s time to start promoting it to the world. This can be done through a variety of marketing channels, including social media, PR, and advertising.
It’s also important to make sure that your team is on board with the rebrand. Train them on the new branding guidelines and make sure that they’re using the new branding in all of their communications.
Get a free consultation from GoingClear to see how we can help improve your brand. We offer world-class in-house design, development, marketing, and strategic services to help businesses of all sizes achieve their goals. Contact us today to get started.