Fall is my all-time favourite season (apple spice vs. pumpkin spice? Which camp are you in?) But with the change in seasons, sometimes comes a change in your business. You may be thinking it’s time to re-brand your business. But do you really need to re-brand, or would just a refresh be all that’s needed?
First off, you may be thinking “What’s the difference?” Well my friend, there’s a big difference. A brand refresh usually involves the updating of your visuals – your logo, colour pallette, fonts, website. All of the things your audience sees. A re-brand involves completely revisiting the core of your business – your why, mission, vision, goals. All of the things your audience feels.
When to Refresh
Think of a brand refresh as a makeover. You’re only going to be changing the aesthetics of your brand, while keeping the core values in tact. You may have created your design years ago and it’s feeling a little dated, but your business is still the same; you haven’t changed your position or values. Think about small changes you can make to update it. Maybe it’s a matter of simplifying your design, from reducing the amount of colours in your pallete, updating the fonts, or changing the layout of your website. These little changes can make a huge difference.
When to Re-Brand
A re-brand is essentially a re-vamp of the core of your business. If something is not feeling right anymore, or you feel like you’re being held back by your brand, then a re-brand is in order. You will have to take a step back and re-evaluate one or all of the core components of your brand – your why, vision, mission, ideal client, brand voice and message. Once you have redefined your core, then a new visual identity can be created to align with this new vision.
In this season of change, think about where you are in your business and where you want to be. If there is anything you can do to make this your all-time favourite season, it might be time to make that happen!