Rebrand vs. Brand Refresh: Which Does Your Business Need?

In my decade-plus of brand work—from strategy and creative direction to brand campaigns and visual identity design—I've found that many business leaders believe a rebrand is the solution to a lot of their problems—no matter how big or small.

Leads are down? Rebrand!

Employee turnover? Rebrand!

New marketing director? Rebrand!

Visual identity isn't on trend? Rebrand!

Customer complaints are rising? Rebrand!

And my favorite: Competitors are doing a rebrand? We better rebrand!

However, not all brand work is created equally and a rebrand isn't always the most impactful or cost-effective way to grow your business. A rebrand is a major undertaking, and while it can position your business for a new phase of growth, it's not the only approach. Sometimes, a brand refresh, making smaller, strategic updates—can help a brand stay nimble and relevant in an evolving landscape.

Keep reading to understand the difference between a rebrand and a brand refresh. You'll also gain several diagnostic tools to help you determine which option is right for you and your business.

What is a Rebrand?

A rebrand is a complete overhaul of your brand, including your logo, messaging, voice, values, and possibly your target market. A rebrand typically comes after a major shift in your business (like a pivot or a redefined vision or mission).

Typically, businesses experiencing a significant change—think new direction, leadership vision, or products and services—undergo a rebrand. This will help them better align their marketing to their target audience's needs. If a brand no longer resonates with a target audience—possibly identified by slowed growth, decreased leads, or deteriorated reputation within the market—it may be time to pursue a rebrand. Other common causes for rebrands are identity confusion in the marketplace and increased market saturation.

What is a Brand Refresh?

A brand refresh is an update to modernize a brand. A refresh can be minor (think subtle messaging changes to target a new generation of customers) or major (think visual identity refinement and expansion). Regardless, a refresh often maintains the core elements like logo and key messaging. The goal of a brand refresh is to enhance the brand identity while staying relevant.

Brands that feel outdated or stale—but whose core values and mission remain unchanged—often benefit from a refresh. While most businesses make ongoing brand updates, a full refresh usually occurs every few years. A refresh could come alongside brand marketing campaign development and the need for expanded assets and messages come to light.

Do You Need a Rebrand or a Brand Refresh?

Check out these diagnostic tests to identify which is right for you and your business—a brand refresh or a rebrand.

Test 1: Does Your Brand Still Align with Your Business Vision?

If you started your business "by accident" or your services, products, and trajectory have changed significantly since you started, it's important to consider what's changed and how that aligns with your brand (or if it does).

Ask yourself:

• How has your mission or target market changed since your company's origin or last rebrand?
• Does your brand positioning accurately describe your current products or services?
• How are your brand values relevant to and reflected in your business?

If, after answering these questions, you're struggling to draw clear connections between these items and your current business model and goals, a rebrand might be necessary to get back on track. A rebrand will help you align your message with your target market, give you the language to accurately describe your position with the market to those who matter most, and update your brand values to resonate with your customers and the experience they crave.

Test 2: Are You Struggling to Stand Out?

Gaining traction in the market (especially a saturated one!) is no easy feat. And if you can't seem to find your footing, your brand may be to blame.

Ask yourself:

• Do you win business purely on price?
• Is your visual identity indistinct compared to your competitors?
• Do you find yourself answering the same questions about your business over and over again?

There are multiple routes you can take to solve the issue of standing out. A rebrand can help you identify and create a unique market position that allows you to be competitive on more than just price. However, if a rebrand isn't in the cards (or your budget!) a brand refresh could help by enhancing visual appeal and clarifying messaging.

Test 3: How Does Your Brand Feel to Your Target Audience?

The best way to know if your brand is resonating with your audience is by asking them! This could mean sending surveys to your most engaged customers or hosting user research interviews. Once you've done the legwork, use your findings to answer the following questions:

• How do customers describe your brand? Is it relevant to how you see your brand?
• Has brand engagement decreased, increased, or plateaued?
• How have customer preferences and expectations evolved since your last rebrand or company origin?

If customers misunderstand your brand and what you stand for, seem disconnected from your mission, or have forgotten about your brand completely, it may be time for a rebrand. If they're still interested in your mission and offer but, in general, have other priorities and interests, it may be time for a brand refresh to paint your product or service as a viable and trustworthy solution.

Test 4: How Does Your Brand Perform Across Touchpoints?

These times, they are a-changing, and have been for a while. Any marketer can tell you the digital landscape has evolved tremendously over the past few years and will continue to do so. With this evolution, it's essential to constantly evaluate your brand touch points to monitor performance and engagement.

Ask yourself:

• Do any marketing channels or mediums feel inconsistent or irrelevant to your overall brand?
• Do your website, social media, customer experience, and marketing materials reflect the same message and tone?
• Are there any areas where your brand feels disjointed or inconsistent?

A brand refresh can help you unify your brand across channels. Content strategy can also help you understand how to use each of your brand channels (or if you should use them at all)!

Next Steps for a Rebrand

Before investing in a rebrand, take time to understand your budget, conduct a brand audit, and set your goals. Work with your team to think about and identify both short- and long-term goals. What are the immediate wins you'll see from a rebrand versus the long-term wins you'll see in 3, 5, or even 10 years?

When you're ready to start your rebrand, check out my Brand Intensive to help you identify your target audience, size up the competition, build your messaging foundations, and identify your biggest opportunities. You'll gain more time to focus on business growth, confidence to communicate consistently and unlock new marketing opportunities to reach your ideal customers.

Next Steps for a Brand Refresh

Before beginning your brand refresh, take time to identify which areas of your brand identity need to be improved. This may mean revamping visual assets or slightly adjusting your voice and tone guidelines to better resonate with a new audience.

Once you've identified your key priorities, take time to define the success of these efforts. That may mean taking a time audit to ensure the refreshed elements have made your team's lives a bit easier. It could also mean sending follow-up emails to customers you've interviewed and asking them the same questions to gauge how your brand has evolved in their eyes.

If you're looking for help with your brand refresh, check out my Brand Quick Fix sessions, designed to help you move your brand forward in 60 minutes.

Rebrand or Refresh? You Decide!

Understanding the difference between a rebrand and a refresh ensures your brand remains relevant, impactful, and aligned with your marketing and business goals. By assessing where your business stands and by using these brand diagnostic tests, you can proactively shape your brand and grow your business.v