Both options change how you show up. A refresh updates your look and tools without changing who you are. A rebrand rewrites the story, then rebuilds the look to match. One is a haircut. The other is moving suburbs.
Choose a refresh when:
- Recognition is strong, but execution is dated or inconsistent.
- Your offer is stable, and your audience has not shifted.
- You need better tools: clearer type, tighter colours, accessible templates.
- The brand has small irritations, not structural issues.
Choose a rebrand when:
- Strategy has changed. New market, new offer, or new positioning.
- Reputation is damaged and the old story holds you back.
- There is a merger, a legal conflict, or a name change.
- Your audience has shifted and the current brand misfires.
Quick diagnostic:
- Equity. If people can spot you from across the room and the sentiment is positive, protect that equity and refresh. If your mark triggers confusion or baggage, rebrand.
- Clarity. If your message is fuzzy but your purpose is sound, refresh the language and design system. If your purpose itself is unclear, rebrand to set a new north.
- Performance. If assets are hard to use, fix the system. If teams avoid the brand because it no longer fits the business, reset the brand.
Scope and risk matter. A refresh is faster, cheaper, and lower risk. A rebrand demands deeper research, stakeholder work, and a measured rollout plan. Do not guess. Audit real touchpoints, talk to customers, and map business goals. If the foundation is solid, clean and modernise. If the foundation is wrong, start again with a clear strategy, then design to serve it.
Pick the path that matches the problem, not the mood. The goal is the same either way: a brand that is easy to use and hard to forget.
