Brands are constantly changing to adapt to new market conditions and modern visual trends. This way, rebranding or redesign is carried out. Let’s see what’s the difference between these terms.
What is rebranding?
Rebranding is a change in the brand concept. This is an active marketing strategy, and it entails risks of losing the old audience. Therefore, rebranding is done only when you can’t do without it.
For example, if the audience has lost interest in a product, the brand has become irrelevant, or competitors have a clear advantage, the company’s management decides that it’s time to change something.
Rebranding may include changes in work processes and communication with customers, changing the price segment, expanding the audience, replacing the brand name and creating a new visual image.
And what about redesign?
This is just a design change. This is most often called the logo update — because this is the most important part of the company’s design: brands are recognizable because of their logos. But also, for example, a change in the site or design of retail outlets can be called redesign.
Sometimes the term “restyling” is also used — a large-scale redesign that concerns not only the logo or website, but all visual communications. Let’s say it’s a change in the corporate identity of the company.
Usually redesign or restyling is a part rebranding. If a company makes some deep changes, it will most likely change something in the design – to reinforce its new concept.
Redesign can exist without rebranding
It happens if there is no need to radically change the brand, but its visual concept is outdated. The redesign is done to show the consumer a new, fresh and relevant picture, but at the same time maintain recognition.
Other situations when it’s time to redesign and rebrand
Redesign of logos is usually done precisely because graphic techniques are getting old. On average, they try to create logos for at least five years, although some remain relevant for decades. But if the company exists really long, the logo will have to be updated sooner or later.
Packaging design can be changed for several reasons and not always to draw attention to the product on the shelf — sometimes companies want to make the packaging more convenient for the customer, cheaper in production or more adapted to transportation.
The packaging is redesigned even if the old design looks quite modern — just for a change. The consumer gets used to the type of goods on the shelves and chooses purchases out of habit. And a new wrapper, box or jar helps to catch the eye, attract attention, stand out among competitors.
So brands redesign the packaging often, while not changing either the logo or the corporate colors.
Redesign of websites and applications is carried out in different situations. For example, to improve the user experience, to reduce the cost of maintaining the website or when customers have new opportunities online.
There are even more reasons for rebranding. This may be a merger with other brands, the introduction of new unique products to the market, the expansion of the target audience or its change, the emergence of a strong competitor, changes in the price segment.
Who is responsible?
The composition of the rebranding team depends on the size of the company and the direction of activity. Definitely can’t do without a brand strategist and marketer. You often need a copywriter to formulate new slogans, and a brand designer to find new visual solutions and redesign.
All this is done by in—house specialists or outsourced – customers turn to marketing agencies and design studios.
In conclusion, rebranding and redesign are two distinct concepts within the realm of brand evolution.
Rebranding involves a comprehensive change in the brand concept and is usually driven by a need to address dwindling interest from the audience, irrelevance in the market, or competitive disadvantage.
It encompasses changes not only in visual elements like logos but also in work processes, customer communication, price segment, and target audience.
On the other hand, redesign primarily focuses on visual changes, such as updating logos, websites, packaging, or applications, while maintaining recognition and relevance.
Redesign can be carried out independently without the need for a complete rebranding if the brand’s visual concept is outdated.
Companies embark on rebranding or redesign to adapt to new market conditions, modern visual trends, improve user experience, reduce costs, attract attention, stand out among competitors, and respond to various external factors.
The composition of the rebranding team typically includes a brand strategist, marketer, copywriter, and brand designer, either in-house or outsourced to marketing agencies and design studios.
Overall, both rebranding and redesign play crucial roles in the continuous evolution and adaptation of brands in dynamic market environments.