Overhaul or Refresh: The Case for Brands to Postpone Introducing a Completely New Brand Image

In the ever-evolving world of business, brands often find themselves in need of a change to stay relevant and resonate with their audience. This change can take the form of a brand refresh or a rebrand, each with its own set of advantages and potential pitfalls.

Ljubica Jovanova, the Senior Director of Brand and Content Marketing at Bynder, recently shed light on this topic in an interview with Creative Bloq. She emphasised that certain situations call for a refresh instead of a full rebrand.

A brand refresh, as Jovanova explains, involves evolving visually or strategically to better reflect a brand's current positioning. This approach can be more impactful than a rebrand when wielding a brand's heritage, as demonstrated by Lego. The Danish toy company showed that subtle changes can be effective, maintaining the essence of what the brand stands for while updating its visual identity and messaging to reinforce loyalty, not disrupt it.

One example of a successful brand refresh is the case of Aberdeen, who recently reversed a rebrand that removed vowels from its name. By returning to its original moniker, Aberdeen was able to better reflect its current positioning without losing the essence of what the brand stands for.

Similarly, Lloyds and Herman Miller have recently modernized their brands without embarking on a full rebrand. These companies understood the importance of building on what's already working, refining elements like visual identity, messaging, and tone of voice to better align with their current positioning.

However, a refresh is not without its challenges. Making changes that mislead customers into thinking a refresh is a full rebrand can be harmful, potentially alienating customers who value consistency. This was the case with Kia's controversial logo redesign in 2022, which generated much discussion online.

Rebranding, on the other hand, can be risky if done for the wrong reasons, potentially alienating customers who have come to know and love a brand over time. Airbnb and Dropbox, as examples cited by Jovanova, conducted a refresh instead of a full rebrand, preserving their core values while updating their visual identity and messaging to better reflect their current positioning.

In conclusion, a brand refresh can be a powerful tool for companies looking to stay relevant and resonate with their audience without losing the essence of what they stand for. By understanding the nuances between a refresh and a rebrand, companies can make informed decisions about the best approach for their unique situation.

Overhaul or Refresh: The Case for Brands to Postpone Introducing a Completely New Brand Image