I was recently working with a client who felt frustrated with their branding.They said, “Every time I go on social media and see other organizations’ posts, it feels fresh and engaging. Then I look at our branding and feel stuck with how to make ours feel the same.”

Whether you’re working for a large business or a small nonprofit, your brand is a crucial aspect of engagement not just in likes and follows, but in the ability to present yourself as a trusted organization and for some–bringing in donations and profits as a result.

Every brand evolves, but how do you know if it’s time for a brand refresh ora complete rebrand?

To that end, we turn to the five aspects of story theory: Character,Challenge, Guide, Plan & Call to Action, and Resolution. (See refresher here).

Your brand typically comes into play during “Guide” – or the driving force that understands the challenge and connects with the main character to address that challenge. If you have a lack of clarity in the “guide” – or the“character” or “challenge” for that matter – keep reading!

This blog will help you understand the difference with the help of Story Theory and ask the right questions to make the best decision for your business.

A Brand Refresh

A brand refresh is about updating your existing brand elements to keep them relevant. Think of it as changing a few flowers out in a bouquet: new colors, logo tweaks, updated messaging, but the core identity remains the same.

Story Theory: While the character (work you do) and the challenge (the why behind what you do) are clear and consistent, the guide (how you communicate what you do) no longer resonates with the audience.

Examples:

Burger King

Burger King simplified their design, still reflecting the retro roots of theoriginal logo while incorporating new font and warmer colors.

Mastercard

Mastercard simply removed the words underneath the two circles to enhance readability on small devices and cards.

Starbucks

After many years of having the words associated with their signature siren, Starbucks removed “Starbucks Coffee” text on their logo to reflect their broadening product offerings.

None of these examples produced a change in brand messaging or core identity. The result, however, was a fresh look that can be more widely applied and accessible.


Delicious by Design

Redmark Original TM

After one of our clients went through a rebranding process, there were tweaks that needed to be made to other related logos. Here’s a refresh that we did, including a color adjustment and a swap of the icon.

A Full Rebrand

A brand refresh is about updating your existing brand elements to keep them relevant. Think of it as changing a few flowers out in a bouquet: new colors, logo tweaks, updated messaging, but the core identity remains the same.

Story Theory: While the character (work you do) and the challenge(the why behind what you do) are clear and consistent, the guide(how you communicate what you do) no longer resonates with the audience.

Examples:

Facebook to Meta

With a vision change as Facebook expanded to Meta, the brand identity changed too! Zuckerburg says it “Better encompasses what [Meta] does as it broadens its reach beyond social media.”

Good | Dunkin’ Donuts to Dunkin’

Dunkin’ dropped the Donuts, expanding their focus beyond donuts and towards a wider variety of food and drink options. This could also be seen as a brand refresh, but I’d consider it a rebrand because their core messaging and audience target changed, and adjusted the brand to reflect that. (What do you think? Let us know! [email protected])

Twitter to X

In a controversial move, Twitter stepped away completely from their brand identity and changed their name to “X,” which doesn’t relate to or represent what the platform does. In doing so, they ignored the user voice and experience and received negative feedback overall.

Failing to consider the voice of key stakeholders in the process (users),providing ownership and excitement of change.

Our own examples:Going off of our own refresh example above, we had the opportunity to work with a nonprofit based out of Naples, FL for an organization-widere brand.

What does your company need?

Evaluate the scope of changes needed. If it’s minor tweaks, a refresh might be enough. But if your brand’s identity no longer aligns with your business goals, a full rebrand could be necessary.

  • Is your brand still recognizable, but looks outdated?
  • Are your competitors’ brands more visually appealing?
  • Do you want to reach a broader or slightly different audience without losing your current one?

If you answered YES to any of these questions, you may need a REFRESH

  • Has your business model, mission, or audience changed significantly?
  • Are you merging with another company or a new market?
  • Is there a negative perception of your current brand that needs a complete reset?

If you answered YES to any of these questions, you may need a REBRAND

The good news is, we’re all about refreshes AND rebrands. Let us knowhow we can help! Aren’t sure what’s best for you? We can help guide there too.