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    We'll build beautiful creative materials that are always 100% you, online or offline. From web and mobile, to digital ads and social media, our team will tell your story.

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      2025-02-07

      Brand Refresh vs. Rebrand—What’s the Difference
      If your company has been in business for some time, you've probably heard the terms "rebranding" and "brand refresh" thrown around. But what do they really mean? And more importantly, which one might your business need? Let's break down these two brand strategies and see if you need one of them to help breathe new life into your business.   Table of Contents: What Is Branding and Why Is It Important for Your Business? What Is Rebranding? What Is a Brand Refresh? Rebranding vs Brand Refresh Real-World Examples: Brand Refresh vs. Rebrand Which One Do You Need? Contact Our Marketing Agency for Your Brand Refresh or Rebranding Needs   What Is Branding and Why Is It Important for Your Business? Your brand is like your business's personality – it's how people recognize you, remember you, and feel about you. It's not just your logo or your colors; it's the whole package of what you stand for and how you present yourself to the world. In today's ever evolving market, you have to stay relevant. That's where rebranding and brand refreshes often play a role. They're tools to keep your brand looking modern and feeling fresh.   What Is Rebranding? Rebranding is like giving your business a complete makeover. When you rebrand, you're essentially creating a new identity for your company. This can include changes to your:   Name Logo Color scheme Brand voice Mission and values Target audience   Why Would You Rebrand? Rebranding is a pretty big undertaking, but there are several good reasons to consider a rebrand:   Major company changes: Maybe you've merged with another company, or your business has evolved so much that your current brand doesn't fit anymore. Shift in Business Focus: To reflect changes in the company’s offerings, mission, or target market, ensuring the brand stays relevant to its core audience. Entering new markets: If you're expanding globally or into new demographics, your current brand might not resonate with your new audience.   The Pros and Cons of Rebranding Rebranding can be exciting, but has a number of important considerations. Let's take a look at the pros and cons:   Pros: Opportunity to redefine your business Can help you stand out in a crowded market Chance to connect with new audiences   Cons: Expensive and time-consuming Risk of alienating existing customers Potential loss of brand recognition   What Is a Brand Refresh? A brand refresh is less dramatic than a full rebrand but can still make a significant impact. With a brand refresh, you're updating and refining your existing brand elements, not completely overhauling them. This might include:   Tweaking your logo Updating your color palette Refreshing your website design Adjusting your brand voice   When Might You Need a Brand Refresh? Brand refreshes are perfect for when you want to:   Modernize your look: Keep up with design trends without losing your core identity. Slight market repositioning: Adjust to market changes without a complete overhaul. Maintain relevance: Stay fresh in the minds of your customers. Celebrate milestones: Mark significant company anniversaries or achievements.   The Upside of a Brand Refresh Brand refreshes are generally less risky than full rebrands. They allow you to:   Update your look without losing brand recognition Stay current with design trends Reaffirm your brand's core values Excite your existing customer base   Rebranding vs Brand Refresh Scope of Changes Rebranding: Major changes that might make your brand look completely different from its previous version. It generally means you want to change the perception of your brand, and likely target a larger group of customers, if not a completely different group of customers. Brand Refresh: Minor changes that slightly alter how your brand is perceived. It often is simply a way to modernize your brand’s look or enhance certain aspects of your existing brand.   Cost and Resources Rebranding: Usually a significant investment. You might need to update everything from your signage to your packaging. Brand Refresh: Generally more budget-friendly. You're making tweaks, not starting from scratch.   Time Frame Rebranding: Can take months or even years to fully implement. Brand Refresh: Typically quicker, often completed in weeks or months.   Impact on Brand Equity Rebranding: Higher risk of losing established brand equity, but also the potential for significant gains. Brand Refresh: Aims to build upon existing brand equity rather than replace it.   Real-World Examples: Brand Refresh vs. Rebrand Rebranding Examples 1. Dunkin': Dunkin' Donuts has been around for decades. However, in 2019, they dropped the "Donuts" to become simply "Dunkin'." This rebrand reflected their expanded menu and focus on beverages beyond just coffee. 2. Facebook/Meta: After creating separate branding for the Facebook parent company and the Facebook social media website in 2019, the parent company changed its branding from Facebook to Meta in 2021. This reflected a strategic move to innovate beyond social media, emphasizing immersive digital experiences and future technology. 3. Jaguar: In 2024, Jaguar unveiled a complete rebrand with a new logo, typography, bold colors, and brand philosophy. This was designed to leave behind their traditional past and position them as a more modern company that is culturally relevant for the future. Brand Refresh Examples 1. Starbucks: In 2011, Starbucks simplified their logo by removing the text and focusing on the iconic siren. This refresh maintained their brand recognition while giving them a more modern, versatile look. 2. Mastercard: Mastercard's 2016 brand refresh introduced a cleaner, modern logo emphasizing its iconic interlocking circles while simplifying its design for digital platforms. In 2019, the brand further evolved by removing its name entirely, reinforcing global recognition through its bold, minimalist identity.3. Southwest: In 2016, Southwest Airlines unveiled a brand refresh that dropped the plane icon, featured a more rounded and lowercase font, and added a heart as punctuation that maintained its brand colors. The redesign feels friendlier and emphasizes their message that they’re the airline with heart. Which One Do You Need? Choosing between a rebrand and a brand refresh depends on your specific situation. Here are some scenarios that can help you decide which direction you should go in.   When to Consider Rebranding Your business has undergone major changes (merger, acquisition, new direction) Your current brand is associated with negative perceptions You're entering completely new markets or targeting a very different audience Your brand feels outdated and no longer reflects your company's values or offerings   When a Brand Refresh Might Be Enough Your brand still resonates with your target audience, but feels a bit stale or outdated You want to stay current with design trends You're expanding your offerings but staying within your core market You want to generate buzz without a complete overhaul   Tips for a Successful Brand Evolution Whether you're rebranding or refreshing, here are some tips to ensure success:   Conduct Research: Understand your market, your competitors, and your customers before making any changes. Stay true to your core values: Even with a rebrand, maintain the essence of what makes your company unique. Communicate clearly: Let your customers know what's changing and why. Bring them along on the journey. Be consistent: Ensure all your brand touchpoints reflect the new or refreshed brand. Monitor and measure: Keep track of how your rebrand or refresh is received and be prepared to make adjustments.   Contact Our Marketing Agency for Your Brand Refresh or Rebranding Needs Whether you go for a full rebrand or a subtle refresh, remember that your brand is a vital part of your business. It's how you connect with your customers and stand out in the market. Don't be afraid to evolve, but it must be done strategically. Whether your brand is due for a refresh, or a full rebrand, contact COLAB marketing agency and we’ll make sure it aligns with your business goals and resonates with your target audience.

      Marketing
      2024-06-12

      How Your Brand Can Use Emotional Advertising and Storytelling to Sell More
      One of the most effective things you can do for your brand is to create an emotional connection with your customers. But what does this mean, exactly? How is this done? One of the best ways to do this is with storytelling. Many brands have done this for decades: think Apple’s “Think Different” campaign, Google’s “Parisian Love” ad or Nike’s “Find Your Greatness” campaign. Essentially, you tell a story that your target audience can identify with. They are the hero of the story—or they aspire to be like the hero in your story. They then begin identifying with your brand and have an affinity for your brand. Your brand represents them. This creates a customer connection which can turn into an emotional purchase and even lifelong loyalty. Because of modern technology, this has never been easier to do. Creating stories with content is cheaper and easier than it’s ever been. Millions of influencers do it every day on TikTok, Instagram, and YouTube. But how can your brand tap into this? Table of Contents: Using Storytelling in Marketing to Create Emotional Connection What are Emotional Motivators? Choosing Emotional Motivators for Your Brand How to Create Emotional Connections with Storytelling Tips for Creating Emotional Advertising Contact COLAB to Tap Into Emotional Branding with Storytelling   Using Storytelling in Marketing to Create Emotional Connection Humans have told stories for tens-of-thousands of years. Using stories taps into the innate human desire for connection. With storytelling, you can convey your brand's identity, mission, and values through narrative stories and connect them with consumers who hold the same identity and values. By using elements like characters, conflict, and resolution, brands can create narratives that resonate with their target audience and create an emotional connection.   Emotional Motivators: What Are They and How Do You Use Them? If you want to connect with people, it helps to define how this happens. There is not a standardized way to describe or define these emotional connections, but many academics and marketers working in this space have developed what are known as “emotional motivators.” Basically, what are the different emotions that people have and gravitate towards? How do they drive our behaviors and decision-making? Using emotional motivators lets you tap into people’s needs and aspirations. They can include emotions such as joy, fear, sadness, hope, acceptance, and belonging. These can be extended to include safety and security, the pursuit of happiness, fulfillment, and the fear of missing out. Tapping into emotional motivators allows marketers to create messages that resonate with consumers.   Choosing Emotional Motivators for Your Brand You must know your audience. How do they see themselves? What are their values? The answers to these types of questions will allow you to know which emotional motivators to use in your branding and marketing materials. Emotional motivators can include: Sense of belonging Stand out from the crowd Sense of achievement Attain success Have hope or confidence in the future Enjoy a sense of well-being Feel a sense of freedom Feel a sense of thrill Live up to my self image Self improvement Sense of security Sense of control Sense of creativity Fear of missing out (FOMO)   How to Create Emotional Connections with Storytelling The stories you tell with your branding and marketing are built the same as those you’ve seen in your favorite movies or TV shows. The elements are the same, even if it’s a :30 Super Bowl ad or a :20 TikTok. Many people define a story as having a beginning, middle, and end. However, that structure doesn’t tell you how each section operates. What is supposed to happen in the beginning, middle, and end? In the simplest terms, you need a hero (main character), a goal for your hero, and an obstacle. Your hero will then attempt to achieve their goal, suffer a failure (or multiple), and then finally reach their goal in a climax, followed by a resolution. In Budweiser’s 2024 Super Bowl ad, “Old School Delivery,” we can see this story structure play out. The hero, the beer delivery man, must deliver beer to the bar, but the roads are closed due to snow. He attempts to reach his goal by using horses to transport the beer through the rough terrain. The snow is so strong, they “can’t see anything” and lose their way. But a local dog finds them and shows them the way. The bar patrons get their beer. This is how the story structure breaks down: Hero: Beer delivery man Goal: Deliver beer to the bar Obstacle: Snow storm and closed roads Attempt to reach goal: Man uses horses to transport the beer Failure: Gets lost in the snow storm Climax: Local dog shows them the way Resolution: Bar patrons get their beer What are the possible emotional motivators in this ad? Possibly to “overcome life’s obstacles,” “persevere,” or “succeed in life.” This same structure is achieved in a more complex way in Nike’s “Find Your Greatness” ads. The hero is clearly the jogger, but his action is consistent throughout the entire ad. In order to create the different story elements, the ad uses a narrator to define the jogger’s goal, obstacle, failure, and climax. Hero: Boy jogger Goal: Become “great” Obstacle: The belief that greatness is reserved for the best athletes Attempt to reach goal: Boy jogger runs down an empty road, alone Failure: We convince ourselves to stand by watching the best athletes be great Climax: Ignore the belief that only the best athletes can be great and do what you’re capable of Resolution: Boy continues jogging This ad has strong “self improvement” and “live up to my self image” emotional motivators. This reflects the messaging that Nike has presented for decades and mirrors their “Just Do It” tagline.   Tips for Creating Emotional Advertising Understand Your Target Audience The first step in creating emotional advertising is to understand your audience and how your brand relates to their life, identity, and desires. Read your brand’s reviews Read comments on your social media accounts, plus other social listening Look for comments on Reddit and other forums about your products Repeat this for your competitors Conduct market research With this information, you can understand your customers’ pain points, define their desires, and the values and identity that your brand should cater to. Determine Your Emotional Motivators Determine the emotional motivators that align with your target audience and brand. Essentially, which emotions do you want to convey and evoke? Which emotions will resonate with your target audience? Brainstorm Story Ideas Next, you’ll want to brainstorm story ideas that represent the emotions you’ve chosen. The ideas should also reflect other elements of your target audience’s identity. When Budweiser was brainstorming for the “Old School Delivery” Super Bowl ad, you can imagine they wanted to use a blue collar worker as opposed to a Wall Street banker. They wanted this blue collar worker to persevere and have a sense of accomplishment. Write Your Script Sit down and write a draft of your story using the story beats we identified above. Don’t worry about the first draft being good, much less perfect. It’s important to get something down on paper. Then you can go back and analyze how the different story beats work, and then make adjustments and edit as many drafts as needed to make it feel right.   Contact COLAB to Tap Into Emotional Branding with Storytelling Emotional advertising is one of the most powerful things you can do to connect with your audience. Storytelling has proven to be an effective way of accomplishing this. If you’d like to tap into emotional marketing for your brand, contact us today. We can help define your brand’s identity, emotional motivators, and then develop scripts and storyboards for larger projects, or quick outlines for short-form ads.

      Marketing
      2024-05-03

      What is Branding vs a Logo?
      7 min to read When you’re developing marketing materials for your business, you might hear the terms "brand" and "logo" used interchangeably. However, these two concepts have distinct differences, roles, and significance. A logo is simply one element of a broader branding strategy. Below, we’ll clarify the differences between a logo and branding, look at the concept of brand identity, and walk through the different types of logos. Table of Contents: What Is a Logo? What Is a Brand? What’s the Difference Between a Logo and Branding? What Are the Different Types of Logos? Frequently Asked Questions: What’s the Difference Between a Logo and a Brand? Contact Colab Los Angeles for Your Company’s Branding Needs What Is a Logo? A logo is often the first thing we think about when we discuss a new business or a brand that we like. Logos are a visual symbol or graphic representation that serves as a recognizable and distinctive mark for a company, product, or service. It is a condensed, visual representation of a brand and is typically composed of elements such as symbols, text, or a combination of both. Logos are designed to be easily identifiable and memorable, playing a crucial role in creating a visual connection between a brand and its audience. While logos are often designed to feature distinctive colors, they should also work when presented in one color. This speaks to the simplicity of their design. What Is a Brand? A brand, on the other hand, is a comprehensive and multifaceted concept that goes beyond visual elements. A brand encompasses the entire perception and experience that people have with a company, product, or service. It is a culmination of the company's values, mission, personality, and the emotional connections it forms with its audience. A brand is the sum total of all interactions and impressions that a business makes on its customers, employees, and the public. What’s the Difference Between a Logo and Branding? The difference between a logo and branding lies in their scope and purpose. A logo is a visual symbol, a recognizable mark that represents a brand. It's essential when creating your brand's visual identity. On the other hand, branding is a comprehensive strategy that encompasses the entire perception of a brand. It includes visual elements like logos, color schemes, and typography, as well as verbal elements such as messaging and tone. Branding extends beyond the visual to shape the overall experience, emotions, and values associated with a brand, creating a holistic and cohesive identity that resonates with the audience. How Does a Logo Contribute to Branding? A logo is a vital component of a brand's visual identity, contributing to the overall brand recognition and recall. It serves as a visual shorthand, instantly connecting customers with the brand. However, a logo alone does not define a brand. It is part of a broader branding strategy that includes various elements working together to create a cohesive brand identity. A well-designed logo should reflect the brand's personality, values, and positioning. It acts as a visual anchor, providing a consistent visual representation across different touchpoints, including websites, packaging, marketing materials, and more. Logo and Branding: Which Comes First? The relationship between a logo and branding is symbiotic, but the branding process typically comes first. Before designing a logo, a brand needs to establish its identity, values, and messaging. The logo then becomes a visual manifestation of these foundational elements. In the branding process, a company defines its mission, target audience, and unique selling propositions, which guide the design of a logo that visually represents these aspects. What Are the Different Types of Logos? When creating your logo, you can go in many different directions. Each type of logo comes with its own characteristics and applications. What’s a logo vs a wordmark? Below, we’ll walk through the different types of logos so you can choose the one that aligns best with your brand identity. 1. Lettermark: Lettermark logos use the initials or an acronym of a brand to create a distinctive symbol. Examples include IBM and NASA. Lettermarks are useful for brands with long names or those looking for a concise and memorable representation. 2. Wordmark: A wordmark logo consists of the brand's name in a stylized, custom font. Examples include Coca-Cola and Google. Wordmarks are effective for brands with distinctive names or when the name itself carries significant brand equity.   3. Pictorial: Pictorial logos use a graphic or symbol to represent the brand, without incorporating the company name. Examples include the Apple logo and the Twitter bird. Pictorial logos are visually striking and can convey a brand's identity without relying on text.     4. Combination Mark: Combination marks integrate both text and a symbol or icon. Examples include Adidas and Burger King. This type of logo provides the flexibility of using the full brand name or the symbol alone, offering versatility in branding applications.     5. Mascot: Mascot logos feature an illustrated character that represents the brand. Examples include the Michelin Man and the KFC Colonel. Mascots add a human or anthropomorphic element, making the brand more approachable and memorable.     6. Emblem: Emblem logos combine a pictorial element with the brand name, often enclosed within a shape. Examples include Harley-Davidson and Starbucks. Emblems convey a sense of tradition and are commonly used by brands with a heritage or established history.     7. Abstract: Abstract logos use non-representational shapes, forms, or patterns to create a unique and memorable visual identity. Examples include the Nike swoosh and the Pepsi globe. Abstract logos allow for creative expression and can convey a brand's innovative or modern attributes.     Understanding these logo types makes it easier for you to select a design that connects with your brand's personality, values, and target audience. Frequently Asked Questions: What’s The Difference Between A Logo And A Brand? Q: What is the primary purpose of a logo? The primary purpose of a logo is to serve as a distinctive visual symbol that represents a brand. It fosters instant recognition, establishes brand identity, and creates a memorable connection with the audience. A well-designed logo conveys the essence, values, and personality of the brand in a compact and memorable form. Q: How does branding go beyond a logo? Branding extends beyond a logo by encompassing a holistic strategy that shapes the entire brand experience. It extends to visual elements like color schemes, typography, and imagery, as well as verbal elements such as messaging and tone. Successful branding creates a cohesive and resonant identity that goes beyond a singular visual mark. Q: What is brand identity? Brand identity is the visual and verbal representation of a brand, including elements like logos, color schemes, typography, and messaging. A cohesive and strong brand identity fosters recognition, trust, and a distinct connection with your target audience. Q: How does a logo contribute to brand identity? A logo contributes to brand identity by serving as a visual representation of the brand's values, personality, and positioning. Q: Which comes first: logo or branding? In the branding process, a brand is established before designing a logo. The logo then becomes a visual manifestation of the brand's identity. Q: What are the different types of logos? Logo types include lettermarks, wordmarks, combination marks, pictorial, mascot, emblem, and abstract, each with unique characteristics and applications. Q: How does branding create a consistent brand identity? Branding creates a consistent brand identity by establishing cohesive visual and verbal elements, ensuring a uniform experience across various touchpoints. Q: Can a logo change while maintaining the same brand? Yes, a logo can change over time without compromising the brand, as long as the change aligns with the evolving values and identity of the brand. Q: Is a logo the most crucial element in branding? While a logo is crucial, it's just one element in a broader branding strategy. Successful branding involves a holistic approach, incorporating various elements for a comprehensive brand identity. Contact COLAB Los Angeles for Your Company’s Branding Needs While a logo is a crucial element of a brand's visual identity, it is just one component of a broader branding strategy. A brand encompasses the entire perception and experience that people have with a business. Successful branding involves creating a cohesive and consistent brand identity that extends beyond the logo, encompassing visual and verbal elements that resonate with the target audience. The interplay between a well-designed logo and a comprehensive branding strategy sets the stage for building a strong and memorable brand presence in the market. Contact COLAB Los Angeles if you need to develop your company’s brand, logo, or marketing materials. We have over ten years of experience working with ecommerce and small businesses, including branding, design, and digital marketing.

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