Brand Refresh – Rebranding a Business

Brand Refresh and Rebranding

If you’re considering a brand refresh because your company’s vision, mission, values, and market are no longer reflected in your brand and communications, then a rebrand might be the right decision.


Many businesses choose to rebrand because:

  • Merging business or changing structure
  • Launching a new product or offer
  • The communication message is lost among our competition
  • Brand and communications no longer aligned with strategy
  • Relaunching into a new market


A few bad reasons to rebrand

  • To signal new management
  • To hasten the end of a crisis
  • To generate publicity from the rebrand


A rebrand can signal a fresh and new direction, but in itself is not the vehicle to fix an underlying issue. Fix the issue first, let the organisation turn the corner.


What does the process look like?

The process follows a logical path that includes all stakeholders, has set milestones and a timeline.

  • First – Discovery
  • Second – Brand Strategy
  • Third – Design
  • Fourth – Rollout
  • Ongoing – Review, adapt and grow



What changes in a brand refresh?

It is often a combination of:

  1. Business Naming or Product Naming
  2. Logo and Brand identity
  3. Brand Touchpoints such as :
  • Email signatures
  • Digital presence
  • Printed Information
  • Sales Tools
  • Event Design
  • Signage and Wayfinding


  1. Anything the customer connects with including
    – phone manner
    – email responsiveness
    – delivery of product or service

What is the best approach?

Over time, as business evolve and change, it may be worth considering a rebrand to send a strong signal of your proposition. If you are considering this, here are the most important things to consider as you move forward. Set out a clear strategy as a roadmap for your business and the designer. The strategy guides the process and identify what success looks like.

Brand Refresh - Rebranding a Business 1