After jotting down the research directions and all the relevant data , I studied what is the basic difference between rebranding and brand refresh. Rebranding/Brand refresh it all sounds the same doesn’t it? Two people on the outside of the design world looking in it’s easy to get confused with these two terms as they go hand in hand. While a brand refresh keeps the company’s main brand identity and strategy intact, rebranding allows the brand to scrap their current identity and start with a fresh slate. Rebranding is a great strategy for companies that feel though their brand strategy is unclear or ineffective. Since this is a top-to-bottom change, this approach includes creating a new brand strategy, redefining the mission, reestablishing the brand story, and reworking the brand positioning and values to match a new, clear set of goals. 

A brand refresh is ideal for a company like Symbo Insurance that already has a solid brand strategy, story, and philosophy. In a brand refresh, the idea behind a company’s main brand messaging usually remains quite consistent. Since the company’s long-standing presence in the market has already established brand equity, it’s important for the refresh to build on the brand’s existing reputation and enhance the brand equity that currently stands. 

A fresh brand will reflect a fresh, current and up-to-date image of a company. This is reassuring to its existing customers and attractive to new one. As businesses grow and change, it’s important for their brands to reflect the current marketplace. If you stayed the same while all the companies in your industry changed, adopted fresher logos, and newer ways of communicating with their audience, then you’d end up losing your competitive edge. Just look at how Microsoft has changed its image over the years, whilst its core values remain the same, its brand has to evolve to stay as a market leader and embody current trends.