Revising identity or just refreshing: The case for delaying a complete overhaul of a brand's persona
In the dynamic world of business, maintaining a strong brand identity is crucial for customer loyalty and recognition. A brand refresh, as opposed to a complete rebrand, can be an effective tool for modernizing a brand while preserving its core values.
Ljubica Jovanova, Senior Director of Brand and Content Marketing at Bynder, emphasizes the importance of understanding the distinction between a refresh and a rebrand. A brand refresh is more suitable when a brand needs to better reflect its current positioning, as seen in the recent transformation of Kia.
Last year, Kia unveiled a new logo, marking a shift from "Kia Motors" to just "Kia" and introducing a fresh styling in lettering and emblem design. This change was first applied to models like the Kia K8 and the 4th generation Kia Sorento, released in 2022.
According to Jovanova, certain situations when a refresh might be the better option include when a brand needs to evolve visually or strategically. This was the case for Kia, as the brand aimed to project a more modern and streamlined image.
However, a refresh doesn't mean abandoning the brand's essence. The core audience's expectations or industry trends may have evolved, necessitating a brand refresh, but the brand's core values should be preserved. Lego's brand refresh demonstrated this, with subtle changes leading to a successful refresh.
Ljubica Jovanova also warns against rebranding for the wrong reasons, as it can be detrimental to a brand. This was evident in the contentious topic online last year regarding Jaguar's airy new look.
Not every brand needs a full rebrand, as demonstrated by Lloyds and Herman Miller, who recently modernized their brands without a complete overhaul. A brand refresh can help a company refine its messaging, tone, or design elements while preserving its overall essence.
However, a refresh isn't always smooth sailing. Kia's logo redesign in 2022 was met with criticism due to its illegibility. On the other hand, the city of Aberdeen recently reneged on an ill-advised rebrand that removed vowels from its name, highlighting the importance of maintaining a brand's recognisable identity.
In conclusion, a brand refresh can reinforce customer loyalty, evolve a brand visually or strategically, and help a brand adapt to changing times, as long as the brand's core values are maintained. Understanding the distinction between a refresh and a rebrand is crucial for a successful transformation.
Read also:
- Understanding Hemorrhagic Gastroenteritis: Key Facts
- Stopping Osteoporosis Treatment: Timeline Considerations
- Trump's Policies: Tariffs, AI, Surveillance, and Possible Martial Law
- Expanded Community Health Involvement by CK Birla Hospitals, Jaipur, Maintained Through Consistent Outreach Programs Across Rajasthan
