Rebrand or Brand Refresh? Is it time + which is right for you?

Do you get excited when you look at your website? Your brand elements? Your marketing materials? Is it easy for customers – or prospective customers – to find what they need? To figure out how to work with you?

Does your branding reflect the goals + visions you have for your business now and in the future? Because your brand + website need to do just that – inspire you + your customers, pushing you confidently toward your future.

When you look at your website, are you filled with pride?

If the answer to any of these questions is no, or if reading through them caused you to squirm in your chair a bit, it’s time to take action. But what kind of action?

Your brand + website has a job to do. A big job.

Let’s take a minute to talk about all that’s being asked of your brand + website. Your business’ website carries a heavy load. And that’s okay. Because when it’s designed well + with intention, it’s up to the challenge.

If you’re starting to suspect your brand isn’t quite there, that’s okay, too. Because that’s something I can help with. In fact, it’s something I help businesses with every day. In case you hadn’t heard, strategy is my superpower. 👩🏻‍💻💫💖 And like any good superhero, I share it with people + businesses who need it. People like you.

It’s important to remember that your website is the key to your success. It’s the online storefront for your business. Your website is how people connect with you + purchase your products and/or services. It’s so much more than just a way for people to find you + your business. Your website helps you build trust + allows customers to envision how you can help them.

Your website shares your big vision with the world. It needs to inspire your customers + meet their needs. Your brand represents your business + all you stand for. That’s why it’s important that your website be one-of-a-kind, custom designed for your business. Because cutters belong in the kitchen.

Your website needs help. Now what?

Maybe you’ve heard terms like “rebranding” or “refreshing your brand” tossed about. If you have, you’ve likely wondered what exactly those terms mean + what they have to do with your business.

Let’s unpack it.

What’s the difference between a rebrand and a brand refresh?

Rebrand and brand refresh – they sound similar, don’t they?

They’re not. Their differences are like night and day.

Think of a brand refresh like a makeover. You go in for a little plucking, a new haircut + color, then stop by a cute boutique on the way home. When you walk out, you’re loaded down (in the best possible way) with several bags filled with the most perfect outfits + shoes. You’re still recognizable as the same you – but with an updated look.

A brand refresh is like going in for extensive plastic surgery. You’ll come out gorgeous + looking like a completely different person. Well, at least after the swelling goes down. 😉  And any flaws you had? A mere memory.

Which one is right for you?

Seeing gorgeous new brands can make you feel like you need one, too. Shiny object syndrome is all too real. And of course all the influencers on social media tell us we need to have the most up-to-date everything. Like right now.

Does that mean it’s really a smart decision to refresh or rebrand your business?

Let’s break down the difference between the two. We’ll look at when it’s a good idea to move forward with a rebrand or brand refresh + what to consider before diving in.

A rebrand may include:

To use another analogy, I’m going to go a little HGTV with you for a minute. When you watch one of those renovation shows, there are times when they go into a house and start taking out walls + tearing out kitchens. They redesign the footprint of the house and end up with something beautiful + functional. It usually looks almost nothing like the house they started with. That’s rebranding. A rebranding results in a brand + website that are significantly different from where you started.

If you decide a rebrand is in order for your business + website, it may include any or all of the following:

1. Overhauling your entire image
2. Creating a new personality for your business
3. Designing a new background for your company
4. Establishing yourself within a different market

A brand refresh may include:

Let’s go back to HGTV for a hot second. Think of a brand refresh like redecorating a room. A fresh coat of paint in the perfect color, some new throw pillows, a couple pieces of new furniture + some cool art on the wall. No structural changes, but when you’re finished everything seems fresh + new. Revitalized. A brand refresh results in the same feeling. Your branding + website feel fresh + new, but the underlying elements are largely unchanged.

If you undergo a brand refresh, you may focus on some or all of the following:

1. 1. Using new fonts
   2. Changing your brand colors
   3. Updating your tagline/slogan
   4. Refreshing your marketing materials
   5. Modifying your current logo and/or design

As you decide whether to move forward with a rebrand or a brand refresh, keep in mind your goals + visions. Build a brand that will push you confidently into the future – no matter what it may bring. This vision of the future + designing a website to reflect it, are what Aspirational Design℠ is all about.

It’s time to stop playing small with your brand + website. It’s time to make sure your goals + vision for your business are reflected in all you do. And in all the touch-points your customers have with you. Your success matters to you. And it matters to me, too.

Potential clients will judge your business immediately based on how they experience your website. Make sure that experience is attracting the business you aspire to.

Making your business goals come true is my thing. If you’re ready for a rebrand or brand refresh in support of those future goals, drop me a line and we’ll talk about how we can make that happen.