What is a Rebrand?
What is a Brand ReFresh?
Don't get hung up in the definitions — branding and rebranding are on a continuum. Which do you need?
We define a "rebrand" very flexibly, because we appreciate that people think about these differently, and one size doesn't fit all. You may need more or less of a change.
Atlanta Branding Consultant Says PowerReBrand Is Your Business Reboot
As consultants in the branding process we're often asked how a new look helps with sales. It only helps some, it might freshen up an old look. However, a "rebrand" should not be purely superficial, like painting a fence. When done well, it shifts substance and perception.
And you can screw up by taking "quick fix" action capriciously.
Components may include company name, tagline, overall brand positioning, tweaking products and services, website architecture and design, sales and customer service interactions, or anything else relevant that tells people who you are and what you offer.
When we take into account your changing market,,,"where you're at"...as well as where you're going... you can preserve brand equity, and make your brand far more effective and profitable in your field.
And the best part of your PowerReBrand? It's built on the shoulders of PowerBranding!
Brand Refresh In The Hands Of The Right Brand Consultant, balances change and continuity
Sometimes we consult with clients whose branding is "part way there." It could be that we need a brand refresh — to make significant but smaller changes, addressing marketing communication to build and grow the brand and sales, Such as stronger website architecture and content, or collateral and presentations which need to be integrated,
When we clarify our direction and plans, we can effectively balance change and continuity — and make show these factors don't keep jockeying for dominance. When a company starts to change, and then shifts strategy to maintain continuity... and then shifts again because too much continuity is not the change they really wanted… well, you can guess this oscillation will drive executives and managers pretty bonkers.
Whether we label this a refresh or a rebrand, it should be done with smarter thinking and finesse. This important transformation must balance "change" with "continuity," in strategy and in communication. And if it's true rebranding, we'll often want to use less hacksaw, and more surgeon's scalpel.
ReBrand or Brand ReFresh has marketing impact!
Not only to you gain stronger impact with a bullseye rebrand, a "ReBrand" or "Refresh" gives you an extraordinary opportunity to tell your story and introduce the new/updated brand in a marketing program that gains engagement and can pay for itself,