We all want to elevate our credibility and visibility among the audiences we count on FOR influence and TO influence. When your brand has become stale, it may be time for a brand refresh or rebrand. Many businesses ask what is the difference between a brand refresh versus rebranding, and we sum it up like this:
- A brand refresh is when a brand attempts to modernize or upgrade its image while retaining its core identity, appeal and strategy.
- A rebrand is a complete overhaul of the brand’s identity and strategy, typically enacted when the current brand strategy fails to deliver new customers or meet revenue projections for the current leadership team.
Is revamping or refreshing your brand on your radar for 2023? Swirling Silks routinely works with companies and organizations looking to put their best brand forward. Contact us today to discuss your brand refresh vs rebrand solutions.
Should I Refresh or Rebrand?
Swirling Silks has worked with many companies looking to rebrand or refresh their branding. There are some nuanced differences but the first thing a business needs to answer: should I rebrand?
Making deliberate decisions on how your brand looks and sounds is a habit with savvy and smart marketers. Our clients come to us looking to revitalize their brand for numerous reasons: pique interest, expand services, reaching a new audience, disassociating with a crisis, upgrading a stale look, etc.
However, is rebranding a good idea? Sometimes we do warn that changing your brand does involve risk of losing the prestige that your previous brand evokes. So before you add a twist to your logo or upgrade your company flags, trust the experts at Swirling Silks to guide you through the process of rebranding your graphics. Are you willing to give up what you have for what you want? If so, Swirling Silks will help you refresh your brand with materials such as customized billboards and building banners.
Why Do Companies Rebrand?
Companies and organizations, including schools and universities, are very intentional about when they rebrand. One of the main reasons a company chooses rebranding is to distance themselves from a toxic association or public perception. However, sometimes the reason a company rebrands is to highlight change: new leadership, new direction/outlook, the want for renewed perceptions.
These are just some of the reasons why a company will go through the hassle of changing their name, logo, etc. Whatever your intent is with a company refresh or business rebranding, Swirling Silks wants to help you gain market share in hearts & minds of your audience. Tell us about your rebranding project.
When to Rebrand or Refresh
Knowing when to rebrand or refresh a company can be a difficult decision. It can be expensive, but it is a business investment that should not be taken lightly. Wondering if your brand needs a change? Here are some of the recommendations on when to refresh your branding:
- Your brand no longer expresses the organization’s vision. The name, look or personality of the existing brand no longer speaks for you.
- You’re embarrassed to share a business card or website address. If you’re hesitant, chances are excellent that others in your group feel the same.
- You know you’re better than what your current brand looks like. Stale and flat-sounding marketing materials – website, trade show booth displays, social media icons, point of sale signage, etc. – no longer appeals to you or your sales staff.
- You’ve outgrown your brand. Sophisticated brand managers know it’s not an if, it’s when. Staying current, relevant, and fresh is needed for both for-profit and non-profit branding.
If revenue gains have started to decline or your organization is going through changes, it might be time to rebrand your company. A rebranding creates a new look from the bottom up.
A refreshed brand can help your audience reimagine how your brand fits into their behavior. Trends and lifestyles affect us all and brands need to keep up with their users. Updated flags, banners and signage are an economical and efficient way to announce both situations and keep you in control of the message tone, content and images of how you want to be perceived in the marketplace.
How to Launch a Rebrand
After the decision to rebrand or refresh has been decided, it is time to bring your vision alive. Work with a designer to bring your ideas to life. Knowing your audience is critical, an expert designer will help you choose smart, relevant and appealing messaging. Your designs should influence a potential customer as to why they should choose YOU.
Making the decision to launch a rebrand or launch a brand refresh means planning ahead, too. When it comes time to announce your big news, you want to make sure your custom signs are ready. You want to proudly display your new logo on flags, banners, websites, marketing materials, branded apparel, promotional items, etc.
Choosing language, colors, images and arranging them together is all part of putting effective design to work for your brand. If you don’t have your own design team, ask us, we can help. If you do have a design team, ask us, we can help! Call us to discuss your rebranding needs.
Choose Swirling Silks for Your Brand Refresh Strategy
Let the experience and talent of Swirling Silks bring your ideas to life. Together we can explore colors, dimension and shapes. Our production capabilities offer various materials, indoor and outdoor and finishing options, so your message can be seen in a variety of settings. We will put together your project with a bow tied around it, and we will do it on time. Good-looking graphics do not have to break the bank.
EVERY brand is unique. Knowing how yours stands in the market helps you establish your branding strategy. Discuss your situation with someone who’s experienced in affecting brand behavior.
Let’s have a conversation. It would be our pleasure.