Rebranding vs. Brand Refresh: How to Know What Your Brand Needs

Your brand is more than a logo.

It’s how you represent your business to your audience — and how your audience perceives your business. It needs to grow and evolve to stay relevant in the face of shifting consumer expectations, increased competition in the marketplace, and the latest industry trends.

But how do you know when it’s time for a change? More importantly, whether that change should be a full-scale rebrand or a more subtle refresh?

Branding experts can guide you through this critical decision. By regularly auditing your brand and assessing its perception, you can identify whether it needs a light touch to reinvigorate its identity or a more comprehensive transformation to reposition itself in the market.

Understanding the Difference Between a Brand Refresh and a Rebrand

What Is a Brand Refresh?

A brand refresh is a subtle update to your brand’s visual or verbal identity designed to keep it current without straying too far from its established essence.

Common elements of a brand refresh include:

• Updates to the logo, color palette, or typography
• Adjustments to the tagline or value propositions
• Refinements to marketing materials

Example: Coca-Cola periodically updates its packaging to align with modern trends but maintains its iconic logo and overall brand identity.

What Is a Rebrand?

A rebrand is a comprehensive transformation that redefines your brand’s identity, values, mission, and audience. It often involves creating a new identity that marks a significant departure from the existing one.

Common elements of a rebrand include:

• A new brand name, logo, or tagline
• A revised value proposition and messaging
• A potential shift in target audience or market positioning

Example: Airbnb’s evolution to focus on “Belong Anywhere” included a new logo, mission statement, and a refreshed identity that highlighted their shift toward fostering connection and belonging.

When Does Your Brand Need a Refresh vs. a Rebrand?

Signs You Need a Brand Refresh:

• Your visual identity feels outdated
• Your brand isn’t aligned with modern design trends
• Customers still recognize and trust your core brand values
• Competitors look more polished, but your positioning remains strong
• You sense that customers don’t fully understand the breadth of what you offer
• You’re seeking a slight adjustment in your messaging tone or communication style

Signs You Need a Rebrand:

• Your business has shifted focus, audience, or core values
• Your name, logo, or messaging no longer resonate with your target market
• You’re struggling to differentiate from competitors
• You’ve undergone a merger, acquisition, or are entering new markets
• Negative associations are linked to your current brand identity
• You need a dramatic shift to reshape how your audience perceives your brand

Questions to Help You Decide

To determine the best course of action for your brand, ask yourself:

• Has the core identity of your business changed?
• Are you trying to reach a new audience?
• Do customers still recognize and trust your brand?
• What is your budget and timeline for a brand update?
• When was the last time you updated your brand elements, such as your logo, colors, typography, personas, or brand voice?

Your Brand Should Never Feel Static

Whether it’s a refresh to bring it up to speed or a rebrand to transform its direction, evolving your brand ensures it continues to resonate with your audience and support your business goals. By auditing your brand regularly and aligning it with your evolving identity and market trends, you’ll ensure it’s always ready to meet the moment.

If you need a brand consultant to offer an outside perspective, let's chat.