Rebrand or refresh? A simple way to decide

Rebrands are expensive and disruptive. Refreshes are faster and cheaper. The trick is matching the size of the change to the size of the problem.

Signs you need a refresh

• The brand still fits, but feels dated or inconsistent.
• Your messaging is fuzzy but your identity is fine.
• Different channels look like different companies.

Signs you need a rebrand

• Your positioning has fundamentally changed.
• The name or identity actively works against you.
• You've outgrown who the brand was built for.

Change the least you can to get the result you need — and protect the equity you've already built.

When in doubt, start with messaging and consistency. A surprising amount of “we need a rebrand” turns out to be “we need to say what we do more clearly.”