Should I rebrand or refresh?

Dec 5, 2023 | blog, Rebranding

Updating your brand can help your business stay relevant, competitive, and successful.

If your brand starts to feel dated, no longer reflects your business, or doesn’t stand out from its competitors, it could be time for a change.

There are many things to consider when revising your brand, but the first decision you’ll need to make is whether your brand requires a simple refresh or a complete rebrand.

In this article, we’ll explore the differences between a brand refresh vs rebrand and the pros and cons of each to help you decide which option is best for your business.


A brand refresh is a smaller undertaking than a full rebrand. During a brand refresh, most of the brand’s core elements, like its mission, values, and market position, remain intact, while its look, voice, or messaging may be tweaked or refreshed.

A brand refresh doesn’t usually stray too far from the brand’s existing identity. A brand refresh rejuvenates the existing brand identity without veering too far from it. After a refresh, the brand should still be easily recognisable yet refined and improved.


In contrast, a complete rebrand involves returning to basics and overhauling the brand. More drastic measures are taken during a rebrand, with every element of the brand potentially under fire, including its logo, messaging, core values, and even its name.

While a rebrand has the potential to transform a business completely, it is a substantial endeavour that comes with significant challenges and risks.


Rebrand or refresh – which is right for your business?

When deciding the best course of action – rebrand vs brand refresh – you must evaluate your business’s unique situation. Consider the urgency of the transformation, your strategic goals, and the current alignment of your brand.

A brand refresh and a full rebrand both aim to help a business improve its image and attract more customers. While a brand refresh is more affordable and less disruptive than a full rebrand, it may fall short when the brand requires a drastic transformation.

On the other hand, a complete rebrand requires a significant investment in time and money but can potentially save a struggling business.

Brands often choose a refresh when their business has veered from its original path or their identity has become outdated.

However, a rebrand may be required in more challenging situations, like when a business has undergone a merger or acquisition or a brand needs to distance itself from negative connotations.

A rebrand may also be the most suitable option for businesses that have significantly changed or developed what they’re selling or ventured into new markets.

So, rebranding vs brand refresh? Each strategy offers a distinct pathway to redefining and strengthening your brand identity – the option that is right for your business depends on its existing position in the marketplace, specific needs, challenges, and objectives.


At iBrand Signs, we design, manufacture, and install interior signage for businesses across various industries.

Many businesses use our services to support their rebranding strategies. We can help your business to communicate its new brand identity effectively using impactful interior signage and office signage.

To learn more about our services, call our team today on 01925 823 032 or email

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