Is a logo facelift enough? The difference between a facelift and a brand rebrand

Rebranding and lifting are quite similar concepts, which is why they are often confused. Both processes aim to transform the brand’s image. However, it is worth knowing that they do not mean the same thing. The first one is much more complex. Rebranding consists of, among other things, changing the name, which is in fact one of the key elements of the brand. However, such actions are not undertaken in facelift. So what is the difference between rebranding a brand and its lifting? Which option brings better results? When is it worth deciding only on a logo facelift, and when on rebranding? No one knows the answers to these questions better than an experienced branding agency.

Lifting is a process aimed at refreshing the visual elements of a brand and adapting them to current trends. It is therefore most often carried out when the brand image has become outdated or has ceased to meet market needs. It is also effective in improving communication. The following elements can be lifted:

• logo,
• corporate materials,
• packaging,
• leaflets.

The effect of such a process will be a refreshed brand image. Rebranding, on the other hand, is needed when the brand name must be changed. While branding a brand is building it from scratch, rebranding will be its reconstruction. It most often involves transforming the internal and external elements of the company. It can be forced by, for example, a change of owner or a company takeover, or voluntary, when the brand does not meet market expectations. In this process, the following may change:

• name,
  strategy,
  target group,
  visual identification.

Before deciding to rebrand a brand, it is very important to conduct solid research and market analysis, which will allow you to obtain the best possible results. Professional strategic advice will be very helpful in this case. Such services will assess how this process will affect the brand before it is undertaken.

Rebranding a brand is a kind of revolution of a company, while a facelift is more of a renovation. The main differences between these processes will be visible primarily in:

• scope of both processes – rebranding can cover more elements of the brand. Starting with its name and ending with the company’s strategy and structure. Sometimes it is building a completely new brand. A facelift, on the other hand, is refreshing or changing only the visual elements of the brand – e.g. the company’s logo or website.
• scale – the scale of brand rebranding will be much larger than a facelift. The first process is holistic, in practice covering all elements of the brand and aims to change them. The second, on the other hand, is the process of refreshing the brand’s image. It will be evolutionary rather than revolutionary.
• needs – a facelift aims to improve the brand’s image and adapt it to current trends. It is a voluntary action resulting from the need to improve the company’s quality. Rebranding, on the other hand, is a risky process that does not always bring benefits. Sometimes it is forced on well-known brands that have a solid position on the market. In such cases, it may turn out to be a ‘necessary evil’ that will have a negative impact on the company.

Both branding and brand lifting are very complex processes. If carried out in an incompetent manner, they can bring undesirable effects and harm the company. Therefore, in both situations, it is worth using the help and advice of professionals. A qualified branding agency will certainly cope well with this task. Experienced experts approach every order professionally – whether it is rebranding, logo lifting or packaging design. So rely on them and trust true specialists in the industry.