How much is enough?

When it comes to branding, companies often wonder whether they should give it a fresh coat of paint or go all out with a complete makeover. Rebranding and brand refreshing may sound similar, but they’re quite different approaches, each with their own pros and cons.

A rebrand is like hitting the reset button on your brand. It involves a complete overhaul, changing everything from your logo and messaging to your values and even your product lineup. It’s a bold move made when you want to make a big splash in the market, attract a new crowd, or distance yourself from any negative vibes tied to your current brand. Be aware of the value of your current market following and be sure not to alienate or lose these people – unless you want to?

On the flip side, a brand refresh is more like a touch-up to keep your brand looking sharp. Instead of tearing it all down, you make subtle changes to your messaging, visuals, or marketing materials to keep up with the times and stay relevant.

A brand refresh might mean sprucing up your logo or tagline, giving your website or packaging a makeover, or simply adjusting your advertising tone to connect better with your target audience. It’s a way to keep things fresh without starting from scratch.

Deciding whether to rebrand or refresh requires careful consideration. Here’s Poloko’s 8 steps to guide your decision-making:

1. Check the pulse of your brand: Get a feel for how your brand is perceived by your audience. Do some market research, gather feedback, and analyze what customers are saying. See if your brand is hitting the right notes or if it’s time for a tune-up.
2. Align with your goals: Consider your business objectives. Ask yourself if your current brand identity, positioning, and messaging align with where you want to go. If you’re charting new territory or shaking things up, a rebrand might be in order to communicate your fresh direction.
3. Stand out from the crowd: Take a peek at what your competitors are doing. Look for opportunities to differentiate yourself. If you’re blending in too much or struggling to catch attention, a rebrand or refresh can help you make some noise and grab the spotlight.
4. Take a brand inventory: Conduct a thorough brand audit. Evaluate everything from your visuals and messaging to your brand story and customer experience. Look for areas that need a boost or realignment with your brand essence and goals.
5. Stay in touch with the market: Keep your finger on the pulse of market trends and changing customer preferences. Ask yourself if your brand is keeping up or risking irrelevance. A rebrand can help you stay in tune, seize new opportunities, and connect meaningfully with your audience.
6. Get input from the insiders: Don’t make the decision alone. Engage your employees, customers, partners, and investors. Seek their insights and perspectives to understand how your brand is perceived. Involving them in the process will ensure support and alignment when rebranding or refreshing.
7. Weigh the costs and benefits: Consider the financial and operational implications of a rebrand or refresh. Factor in the budget, timeline, impact on customer loyalty, and potential market response. Compare the expected benefits, like increased awareness and engagement, against the investment required.
8. Seek expert advice: If you’re feeling uncertain or want professional guidance, reach out to branding experts or agencies. Their insights and expertise can be invaluable in making an informed decision based on industry best practices.

Remember, rebranding or refreshing isn’t a decision to take lightly. It should align with your long-term strategy, address identified gaps, and be supported by a well-executed plan for implementation and communication.