Índice de contenidos

Brands have part of science and psychology that come together to build their essence and personality. Throughout its life, each brand must know how to evolve in the right measure to prolong its good state of health.

The new economic and social environment has increased the need to review and update everything, including brands. People’s expectations have changed considerably and technology has opened the doors to a world that cannot be turned away. Companies are obliged to review their brands if they want to lead the market, but what should be the scope of this review? When is it enough to update the brand and when is it advisable to start from scratch?

First of all, it will be necessary to evaluate the current situation to know the brand health. We must analyze based on data and verified facts, based on internal and external research, with the aim of finding the possible gaps between what the brand says and what people perceive. This process should dispel initial doubts about the best strategy to follow for the brand. Logically, it is not always necessary to opt for a restyling or a rebranding, but given this repeated duality, I will now detail its particularities.


The update, restyling or refresh basically refers to the style and image, respecting the DNA of the brand. Sometimes a new look or a change in personality is all a brand needs to reconnect with its audience or attract new customers.

This process means that the color palette, fonts, shapes, personality traits, etc. may be affected. In short, the way in which the brand expresses itself. It is a solution that above all pursues short-term results and can help to:

– Reinforce the existing image.

– Strengthen brand personality.

– Avoid confusion with other brands.

– Adapt to technological growth.

– Update communication.

– Reflect certain changes in the Company itself.

– Open to dialogue with people.

Without a doubt, every day it is more difficult to stand out among the enormous visual and communication pollution to which we are subjected. A restyling can contribute favorably to this. In any case, it is advisable not to remain a mere aesthetic exercise and try to reflect the authentic essence of the brand, closing the focus as much as possible to communicate more clearly.



A rebranding exercise implies a much bigger change than a logo evolution. It is a much more strategic decision that affects the very heart of the business, questioning its very essence and setting new guidelines for approaching the future:

– It may need to be addressed for a variety of reasons:

– Our target market has changed or expanded.

– Our market is expanding or changing.

– A new competitor appears to threaten our scenario.

– The Company has undergone mergers, takeovers, or acquisitions.

– The offer is modified by splitting or expanding with new brands or reorganizing existing ones.

– Considerable changes occur in corporate strategy, which implies a repositioning.

– Negative associations are produced, which are very difficult to manage.

I insist that a rebranding involves a profound exercise of substance as well as form. If it is not done with sufficient depth, the only thing that can happen is that the customer will be confused, so it is not possible to avoid the risk. Once this is done, communication will play an important strategic role in ensuring that customers do not feel betrayed, as well as in attracting new customers who identify with the new value proposition.

One of the fundamental principles of branding is consistency. Change must be deeply analyzed, if you change too little or change too much, if you don’t change at the right time, you can damage the brand. The life cycles of each brand are different. But as Heraclitus said, “change is the only constant”. Changes in consumer habits, social trends, and new technologies… directly affect the life of the brand. To remain on the sidelines of this evidence is to lead the brand to its demise.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock