Key takeaways
- Refresh when you've outgrown positioning or the look no longer matches your quality.
- Don't refresh out of boredom or to distract from business problems.
- Refresh = evolution. Rebrand = revolution. Choose based on how much change you need.
A brand refresh can signal a new chapter. It can also waste money and confuse customers. The difference is whether you have a real reason to do it.
When a refresh makes sense
- You've outgrown your old positioning (merger, pivot, new market)
- Your look feels dated and doesn't match your quality
- You're getting consistent feedback that the brand doesn't resonate
- You're launching something big and want a clean slate
When to hold off
If the brand works and you're just bored, that's not a reason. If you're in crisis mode, fix the business first. A new logo won't save a broken product. And if you have strong equity in the current brand, change carries risk.
Refresh vs full rebrand
A refresh updates visuals and tone without losing recognition. A full rebrand is a new name, new identity, new story. Refreshes are lower risk; rebrands are for when you're fundamentally changing who you are.
FAQs
A visual refresh can take 4–8 weeks. A full rebrand with strategy is 2–4 months.
For a refresh, often yes—feedback can validate direction. For a rebrand, it depends on how much you want to surprise vs. involve.