Rebranding vs. Brand Refreshment: What’s the Difference and Why It Matters – Overview

A brand that resonates with customers and shapes positive perceptions is essential for any business. Even the most iconic brands rebrand and refresh—not because they’re failing, but because they’re smart enough to know that staying relevant means embracing change. Whether it’s a full rebrand or a more subtle refresh, keeping your brand in step with the times can be the difference between staying ahead and getting left behind.

It’s important to remember that branding isn’t a one-off task; it’s an ongoing process. New competitors emerge, market dynamics shift and customer needs evolve. As your business grows and adapts, your brand must follow suit. That’s why regularly reviewing and updating your brand is crucial to maintaining its relevance and driving continued success.

But when should you choose a full rebrand versus a brand refresh? Both options serve distinct purposes, and choosing the right one can have a significant impact on your business. In this article, we’ll explore the differences between rebranding and refreshing, and provide insights on when each approach might be right for your brand.

What Is Rebranding?

Rebranding is an extensive transformation of a company’s entire identity. More than just updating a logo, it can involve a new name, redesigned visual elements, adjusted messaging and even shifts in mission and vision.

Rebranding is a strategic move aimed at changing how a business is perceived by its target audience, often to align with new directions, overcome challenges or tap into fresh markets.

Why Companies Choose to Rebrand

Rebranding is typically a response to significant shifts within the business or its environment. Here are a few key reasons why businesses opt for rebranding:

Structural changes, such as mergers or acquisitions:

Rebranding can help unify a new entity and communicate its identity to customers and stakeholders. For example, in 2023, Tabcorp Holdings’ demerger created The Lottery Corporation, which then rebranded to establish itself as a standalone company.

Strategic pivots:

Businesses often rebrand to reflect new goals or strategies. For example, Square rebranded to Block in 2021 to better reflect its current identity and future goals by encompassing a broader focus on financial services beyond payments.

Responding to market perceptions:

Negative or outdated perceptions can harm a brand, and rebranding can offer a fresh start. In 2020, AMP rebranded after facing reputational challenges, adopting a new look and customer-focused approach to rebuild trust.

Adapting to significant external changes

Sometimes, industry advancements necessitate rebranding. In 2023, Australia Post rebranded to reflect a shift towards digital communication and e-commerce, updating its image to stay aligned with market trends.

What is a Brand Refresh?

A brand refresh differs from a rebrand because it involves more subtle updates to existing brand elements without altering the core identity.
This approach is ideal for businesses that want to modernise their image while retaining customer recognition and loyalty. A refresh might include changes to a logo, colour palette or marketing materials, but it doesn’t usually redefine the brand’s purpose or positioning.

When a brand refresh is the right move?

A refresh works best when you want to enhance an established identity. Here are a couple of scenarios where a refresh may be suitable:

Keeping up with visual trends:

Visual styles evolve quickly, and brands must adapt to avoid looking dated. Woolworths, for example, periodically refreshes its logo to stay contemporary while honouring its established identity.

Adjusting to shifts in consumer behaviour:

Consumer preferences change over time, and a refresh helps brands keep up. Telstra has repeatedly refreshed its brand to maintain relevance with its tech-savvy audience, updating its visual identity without altering its core offering.

Understanding the difference between rebranding and refreshing is crucial, as each approach has distinct impacts on a business.

Scope and scale of changes:

Rebranding involves a complete overhaul, touching every aspect from the name to core messaging. On the other hand, a brand refresh focuses on visuals and marketing collateral, leaving the core identity intact.

Impact on brand perception:

Rebranding can reshape market perception but may risk alienating loyal customers. Refreshing builds on what’s already there, maintaining continuity while enhancing relevance and appeal.

Cost and time investment:

Rebranding is typically more costly and time consuming, while a refresh is generally quicker and more budget-friendly—ideal for brands seeking incremental improvements.

Examples of Rebranding and Refreshing

Liquid Creativity’s work with Arli illustrates a successful brand refresh. Arli sought to update its branding to reflect its shift from being a volume home builder to a bespoke architectural builder. The refresh involved refining the identity, website, marketing, and advertising, which helped them attract a new target customer without disrupting brand continuity.

In contrast, Liquid Creativity’s rebranding of CNG Systems showcases the impact of a full rebrand. After a detailed market analysis, the rebrand introduced a new visual identity and refreshed messaging that showcased CNG’s focus on innovation and customer service. This transformation helped CNG differentiate itself and opened doors to new market segments, demonstrating the power of a well-executed rebrand.

Why Choosing the Right Approach Matters

Deciding between a rebrand and a brand refresh should carefully align with your business’s long-term goals and current market position. Here’s why choosing the right path can have a lasting impact on your brand’s success:

Aligning with long-term business goals:

A rebrand is beneficial for businesses entering new markets or undergoing structural changes, offering a chance to redefine market position and attract fresh audiences. A refresh, however, can help modernise your look and stay aligned with current trends without a major overhaul.

Understanding audience perception:

Maintaining continuity is essential when considering how your customers perceive your brand. A rebrand can risk confusion if customers feel the brand has changed too much. A refresh, by contrast, can subtly shift perceptions, retaining customer loyalty while updating the brand in familiar ways.

Weighing costs and timelines:

Rebranding demands significant investment in time and resources, while a refresh can usually be accomplished more quickly and affordably. This makes refreshing practical for businesses looking to evolve without extensive disruption.

Making the right decision between rebranding and refreshing can enhance your brand’s relevance, clarity, and connection with your audience. When in doubt, it’s best to consult with experts who can provide insights tailored to your business’s unique needs and objectives.

Is It Time to Rebrand or Refresh Your Brand?

Knowing when to rebrand or refresh can significantly affect your brand’s success. Here are some factors to consider:

• Assessing brand alignment: If your brand’s messaging no longer aligns with your business objectives or customer expectations, it may be time for a rebrand.
• Evaluating visual and market relevance: A refresh can be effective when your brand feels outdated but retains a loyal customer base.
• Considering market competition: A rebrand could redefine your position if your brand no longer stands out or reflects what you do.

Assessing Your Brand’s Needs with Liquid Creativity

Choosing between a rebrand and a refresh is an important decision that must align with your business’s long-term goals. Liquid Creativity offers expert brand workshops to help you assess your brand’s current state and determine the right path forward.

Whether you need to revamp your image or undertake a full rebrand, our Melbourne-based team can craft a strategy that reflects your unique identity and resonates with your audience.

Get in touch to book a free discovery call. We’re here to help you navigate the process and ensure your brand remains authentic, relevant and impactful.