Rebranding? Or Brand Evolution?

A Comprehensive Comparison

Often we see organizatons announcing they are rebranding. They are updating their logos, colours or modernising what they have. Sometimes they even change their name.

But is that really rebranding?

Or is that just the evolution of their brand?

What's the difference?

What is brand?

Let's start with this question first.

Brand is how the market and consumers think and feel about your company.

So, What Is True Rebranding?

I see this as a complete overhaul of a company's brand identity, often involving fundamental changes to the company's core values, target audience, or business model. It will change the way people think and feel about your company in the market.

Characteristics

• Significant shift in brand positioning
• Major changes to visual identity (logo, colors, typography)
• New brand name in some cases
• Revised values and vision statements
• Shift in target audience or market positioning
• Often accompanied by changes in products/services offered

Examples

1. Old Spice: From an old-fashioned men's cologne to a modern, humorous brand for younger men
2. Burberry: From an outdated, stuffy brand to a luxury fashion powerhouse
3. Apple: From Apple Computer Inc. to Apple Inc., signifying a shift from just computers to a wider range of consumer electronics

When to Consider

• After a merger or acquisition
• To distance from a negative reputation
• When entering entirely new markets
• If the current brand is severely outdated or irrelevant

What is Brand Evolution Then?

This is a gradual, iterative process of updating and refining a brand's identity while maintaining its core essence and values. It will enhance the way people think and feel about your company in the market.

Characteristics

• Subtle updates to visual elements
• Refinement of messaging and tone
• Expansion of brand attributes
• Adaptation to current market trends
• Preservation of core brand equity and recognition

Examples

1. Starbucks: Gradual simplification of logo over time, maintaining the mermaid icon
2. Coca-Cola: Subtle changes to bottle design and logo, while keeping the core red and white color scheme
3. Google: Periodic updates to the logo and interface design, maintaining the playful, colorful essence

When to Consider

• To stay current with design trends
• To reflect company growth or new offerings
• To improve brand clarity and consistency
• To adapt to changing consumer preferences

What Are The Key Differences?

1. Scope of Change Rebranding: Comprehensive and transformative Brand Evolution: Incremental and refinement-focused
2. Time Frame Rebranding: Often a sudden, decisive shift Brand Evolution: Gradual changes over time
3. Risk Level Rebranding: Higher risk of alienating existing customers Brand Evolution: Lower risk, maintains brand recognition
4. Business Impact Rebranding: May signify a shift in business strategy or model Brand Evolution: Usually aligns with existing business direction
5. Customer Perception Rebranding: Customers may need to be re-educated about the brand Brand Evolution: Customers often barely notice the changes
6. Resource Investment Rebranding: Typically requires significant resources and planning Brand Evolution: Can be managed with smaller, ongoing investments

Let me ask you this...

So are you just evolving your brand, or are you rebranding?

Dave Clare, CEO & Founder of Circle Leadership Global