The question is ambiguous because it depends wholly on the state of your company.
Many companies are scared to overhaul their brands completely. Whether they’re afraid of the backlash or losing the loyalty of their customers, they’ve spent time and money on the old one, or they just don’t think this is necessary, we’ve learned that there is a proper time to rebrand entirely, and a proper time to simply refresh the design elements.
Even the strongest brands have a shelf life. According to Brand Leader, “Even household names go through a brand overhaul every 7 to 10 years.”
You know it’s time for a complete rebrand when:
- Your branding no longer reflects the core values of your company
- You’re failing to differentiate yourself from competitors
- Your business model/strategy has changed
- You’re undergoing a merger/acquisition
When doing a complete rebrand, it’s not just about visuals. By contrast, a rebrand is a complete repositioning of your brand. With a rebrand, you leave everything about your current brand in the past.
This means re-considering your company, Strategy, Positioning, Personality, Voice & Tone, etc.
A great example of this, an impressive rebrand is Burger King
Realizing that they were falling behind in their market and struggling to compete, Burger King began making internal changes to improve the quality of their products and eating experience. They changed their recipes to move towards healthier, more desirable food, refreshed their store design to create a more enjoyable eating experience, and improved the accessibility of their restaurant with curbside pickup spots, a walk-up window, and multiple drive-through lanes.
To express these quality and structural improvements, they also completely overhauled their brand and visual identity. In 2020, Jones Knowles Ritchie, Executive Creative Director Lisa Smith, and Burger King’s in-house design team worked together to strategize a rebrand that came out in early 2021.
Inspired by the logo roots, they designed a bold and retro logo that better communicates the “best of Burger King” and the energy behind this rebrand.
In addition to the logo redesign, they introduced more “in your face” photography and an illustrative style that aims to make the brand appear less synthetic and more desirable.
Burger King has re-evaluated its place in the fast-food industry. They have seen where they are falling short and have overhauled their brand to improve their place in the industry. Much needed and well respected by many renowned agencies, the Burger King Rebrand is an excellent example of the right time and way to Rebrand your company.
Learn more about the refresh from the design firm here.