When it is Time for a Refresh or Rebrand
Brand Refresh
It’s like an external makeover.
The brand, what it stands for usually stays the same. What changes is the visual identity e.g. a new logo, colour palette, new typography, new web design or refreshing your marketing materials.
In this example, chances are you’ve already scanned the image but I’m not mentioning the brand name because they currently left it out of their logo anyway.
But you know of the brand I’m talking about: Did you get your name spelt funny or like my friend Anna said, she wanted to pick up her coffee as ‘Pocahontas’.
Yes, it’s Starbucks, a world known brand, operating in 55 countries and they had several redesigns.
Image Reference from Starbuck’s style guide (creative.starbucks.com)
But why did they need to redesign? As the world’s largest roaster and retailer of specialty coffee, they wanted a modern look which included their back story (it was founded in 1971!) and leave room for new product exploration, regional and experience opportunities.*
“Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers’ experience central to creative expression. To achieve this, we’re thoughtfully incorporating beautiful, expressive moments with calm confidence in ways that are optimistic, joyful and recognisably Starbucks,” it explains their new design. **
The biggest challenge was to create a design that will appeal to people worldwide. Over the years, from a brown round coffee logo, they went for a predominantly green colour scheme in 1987 with the mermaid a more simplified icon than in the initial logo. The logo was simplified further and due to it strong brand recognition, they don’t even need to add the brand name to the logo.
Brands evolve over time. it’s only natural. Also it’s the heck competitive out there.
Whilst adjusting to the marketing, sometimes it calls for a bigger change.
Before we dive into the signs if a refresh or rebrand makes sense, let’s look at each in more depth.
Rebranding
Whilst the refresh is changing the design, a rebrand is creating a new personality from scratch. It aims for a new brand image with a different angle of who you are, with a new positioning, mission, direction and brand personality.
Apple nearly went bankrupt in the early to mid nineties. Founded in 1976 by Steve Jobs and Steve Wozniak, it mostly produced personal computers. Steve Jobs was ousted from the company in 1985. Apply had stagnant sales, low consumer interest and big competition from Microsoft in the 90s.
Image composition created from photos by Jason Leung and Sumudu Mohottige
Steve Jobs returned to Apple and in 1997 and turned the company around with its company philosophy of recognisable products and simple design starting with the colourful iMacs.***
Of course, the logo changed but the company also changed from the inside. Steven Jobs mentioned at an expo in 1997 “If we want to move forward and see Apple healthy and prospering again, we have to let go of a few things here. We have to let go of this notion that for Apple to win, Microsoft has to lose. We have to embrace a notion that for Apple to win, Apple has to do a really good job.” He mentioned this after announcing that Apple would be entering into a partnership with Microsoft. (Wikipedia)
Instead of continuing to compete in one unsuccessful direction, they changed their positioning towards “Apple being able to make incredibly great contributions to the industry and to get healthy and prosper again.” (Wikipedia)
So they turned it around and have sold approximately 230 millions iphone, 71 million iPads, 20 million Mac and MacBook units in 2020 (businessofapps.com) Then there are AirPods, Apple Watches, Apple Music and TV…
When to consider a rebrand or refresh
Ask yourself these questions.
When you look at your brand…
- Does it represent who you are?
- Does it still resonate with your customer base?
- Does it attract a current & new audience?
- Is it consistent across the touch points (from website to marketing materials or social media etc.)
- Does it make good use of the personal + emotional elements to communicate your values?
When you answered most of them with No or not anymore, it might be time for a refresh or rebrand.
What it's not
A quick fix – it takes time to develop because you want the new brand to last longer than the next best trend + it might take time to trickle through the audience. Change can be a too abrupt concept for some customers.
Copying other brands – thinking this will magically help to elevate it but if you didn’t differentiate yourself why should the audience try yours?
Thinking a logo change is enough – Remember, the logo is not your brand (You can read here why your logo is not a brand).
What it is
For both options there should be a strategy first which includes a brand audit and working together to see what the internal and external changes mean for the new vision.
Even just through a workshop, it becomes clear whether a rebrand is necessary or a refresh is sufficient.
A rebranding is a bigger commitment and creative investment because it’s a 360 degrees change which doesn’t happen in a few weeks.
What I would say is if something is not working with your current brand e.g. lack of sales, you don’t have to jump into a rebrand straight away. You can see whether the marketing is off and can make changes there.
If the messaging is still on brand but has a tired visual identity then you could update for a new logo, colour palette and other company materials to connect again with your audience.
Get in touch for a free consultation call to see if I can help you with your branding.
References
*adapted from http://www.worksdesigngroup.com/brand-redesign-evolution-starbucks/
** https://www.creativebloq.com/news/starbucks-style-guide
*** https://en.wikipedia.org/wiki/History_of_Apple_Inc.
Disclaimer
Please note any direct links are affiliate programs with Amazon which means I get a small commission if you decide to purchase anything or sign up to services. You won’t pay a penny more but it helps me out!
