The article discusses the differences between a brand refresh and a full rebrand, emphasizing that while many companies have recently undergone significant rebranding efforts, a refresh can modernize a brand's identity more effectively and affordably. Ljubica Jovanova from Bynder explains that a refresh is ideal for brands with strong recognition needing minor updates, aligning with current trends without abandoning their core identity. She highlights that a refresh should be considered when targeting existing markets with evolving expectations.
"A brand refresh and a rebrand serve very different purposes, and understanding that distinction is key. A refresh is the right approach when a brand has strong brand equity and recognition in the market but needs to evolve visually or strategically to better reflect its current positioning."
"There are certain situations when a refresh might be the better option. These include when the brand has strong market recognition but needs a more modern identity."
"The essence of what the brand stands for should never be lost. Rebranding for the wrong reasons can be dangerous for a brand."
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