In any industry, keeping your brand fresh and on-trend is very important. As traveller behaviours change and the sector shifts, a travel brand’s digital presence and overall brand can adapt, too.
Knowing whether your business needs a brand refresh or full rebrand might be difficult. Both offer benefits and depend on your position in the industry, budget and overall goals.
As an experienced brand agency, we have experience handling both and have put together this checklist to help you decide on the right option for your travel brand.
Rebrand vs. refresh
Let's begin by establishing clear definitions. A rebrand is a fundamental transformation of your brand identity, strategy, and messaging. It's a comprehensive overhaul that addresses deep-seated issues and positions your brand for long-term growth.
A refresh, on the other hand, involves minor updates to visual elements or messaging. It's a tactical adjustment aimed at modernising your brand without altering its core identity.
When is a rebrand necessary?
A rebrand is often necessary when a company undergoes a significant transformation, such as expanding into new markets, changing its business model, or repositioning itself in the industry.
Here are some reasons to consider a rebrand:
Outdated brand perception
If your brand no longer resonates with modern travellers, a rebrand is crucial. Perhaps your visual identity feels dated, your messaging is out of touch, or your brand values no longer align with the evolving expectations of your target audience.
Significant shifts in target audience or market expansion
When you're targeting a new demographic or expanding into new markets, a rebrand can help you connect with your new audience and establish a strong presence in the new territory.
Mergers and acquisitions
When two companies merge or one acquires the other, a rebrand is often necessary to unify the two brands and create a cohesive identity.
Repositioning for competitive advantage
In a rapidly evolving market, a rebrand can help you reposition your brand to stand out from the competition and capture new opportunities.
Emphasis on new core values
If your brand is adopting new core values, such as sustainable tourism or responsible travel, a rebrand can help you communicate these values to your audience and build credibility.
An example of when a rebrand could be necessary is when a boutique travel agency specialising in European tours expands to offer global adventure trips. A rebrand may be necessary to reflect the broader scope of services and attract a more diverse audience.
When is a refresh sufficient?
A brand refresh is a strategic update that modernises your brand’s visual identity, messaging, and digital assets without completely changing its essence.
Here are some reasons to consider a refresh:
Minor visual updates
If your brand's visual identity feels slightly dated but still aligns with your core values, a refresh can modernise its look without requiring a complete overhaul.
Refinement of messaging
If your brand's messaging is unclear or outdated, a refresh can help you refine your tone and articulate your values more effectively.
Improving website usability
If your website's user experience is lacking, a refresh can improve its functionality and make it easier for travellers to find the information they need.
Refreshing marketing materials
If your marketing materials feel stale, a refresh can update their design and messaging to reflect current trends.
An example of a refresh could be a travel agency updating its logo and website design to reflect a more modern, mobile-friendly experience while keeping its original brand identity intact.
How to use your website for a rebrand
Your website is often the first touchpoint for potential customers, and a well-developed, visually appealing, user-friendly site is essential for retaining and converting visitors. If you have decided your travel brand needs a rebrand, here are some things to remember:
- New website design and development: A complete overhaul of the website’s structure, look, and functionality to align with the new brand identity.
- Content overhaul: Rewriting website copy to reflect new brand positioning and messaging.
- SEO migration: Ensuring that domain changes, URL structures, and content updates don’t harm existing search rankings.
- Integration with new brand elements: Implementing a redesigned logo, colour palette, and brand assets consistently across the site.
How to use your website for a brand refresh
As your website is such an important touchpoint in the customer experience, you can use it to make small but effective changes to your brand. This can be a cost-effective but powerful way of rolling out a refresh. If you would like to refresh your travel brand’s website, here are some factors to consider:
- UI/UX enhancements: Updating the website layout, colour schemes, and fonts to reflect a more modern look without changing core branding.
- Improved navigation: Enhancing website structure to make it easier for visitors to find information and book services.
- Content optimisation: Refining brand messaging and storytelling to resonate better with customers.
- SEO updates: Optimising keywords, metadata, and site performance to maintain search rankings while refreshing the content.
Choosing between a rebrand or a refresh
A brand refresh is best when your company needs a modern update while maintaining brand equity, whereas a full rebrand is ideal for businesses undergoing a major transformation. Regardless of your choice, your website is the foundation of your brand’s digital presence, and investing in professional web development ensures that your brand transition is seamless, engaging, and effective.
If your travel brand is considering a refresh or a rebrand, let Boost Brands help you roll out the changes. Contact us today to discuss how we can improve your digital presence and drive growth.
