Brand Refresh or Rebrand?

You know when something’s just… off? Your logo feels tired, your tone doesn’t match how you speak anymore, and the competition is starting to look sharper than you. You’re not alone. Plenty of businesses hit this point and the question becomes: do we need a brand refresh or a full rebrand?

We’ve seen more businesses searching for ways to improve their brand image or refine their strategy. It’s clear they’re ready to take action – they just need a clear path forward. And that starts with knowing the difference between a refresh and a rebrand.

Let’s break it down.

What’s a brand refresh?

Think of a brand refresh like editing – not rewriting. The foundation stays the same, but you’re cleaning up the visual identity, refining your tone of voice, and making sure everything feels cohesive and current.

A refresh might include:

• Updating colours, typography, or imagery
• Simplifying your logo
• Shifting your messaging or tone
• Rolling out a more consistent look across your website and marketing

This is perfect for brands that have evolved gradually. Maybe you’re the same business at heart, but you’ve outgrown how you present yourself.

A good recent example? Fiasco. They dropped the “design”, kept the essence, and modernised the rest. It wasn’t a radical shift – but it made everything feel clearer, sharper, and more aligned with who they are now.

A refresh works well if:

• Your audience hasn’t changed, but expectations have
• You’re launching a new website and your old branding won’t cut it
• You want to improve your brand image without throwing everything out. Like the RSPCA, who evolved their identity while keeping the elements people already recognised and trusted

How do I know if I need a full rebrand?

This is the big one. A full rebrand means stepping back and asking: who are we now, and who do we want to be? It’s a strategy-first process that touches everything, from purpose and positioning to visual identity and messaging.

A rebrand usually includes:

• Brand strategy workshops
• Audience and market research
• New visual identity and tone of voice
• Full rollout across every platform

Rebrands are the right choice if:

• You’ve shifted your offering or market
• Your current brand doesn’t reflect what you actually do anymore
• You’re repositioning to reach a new audience
• You need to rebuild perception and trust

Rebrands take more time and energy but the results run deeper. Done right, they bring clarity, focus and momentum. Just look at GoCompare, who redefined how people saw their brand entirely. Or Eurostar, who pulled multiple services into one confident, unified identity that better reflects where they’re heading.

Brand refresh vs rebrand: which one makes sense?

Here’s a quick comparison:

A refresh might be right if…	A rebrand might be right if…
Your visuals feel out of date	Your brand no longer fits your business direction
You’re updating your website or launching new campaigns	You’re repositioning your offering or targeting new markets
Your message is still relevant, but needs a polish	Your message no longer reflects your value or audience

It’s not always a clear-cut decision and that’s okay. The important thing is knowing what each path could unlock.

A brand refresh = new energy, clearer focus, and a sharper expression of who you already are.

A rebrand = fresh purpose, stronger positioning, and a meaningful shift in how you’re seen and understood.

If you’re nodding along to either of those, the next step is working out what the process might actually look like. What does a refresh involve? What does a rebrand really take? Here’s how we approach both.

What happens next?

Getting this decision right matters. A well-executed refresh can bring your brand back into alignment and give your marketing a boost. A strong rebrand can open the door to new opportunities and give your team and customers something to rally behind.

We always start with a conversation, not a brief. That might be a brand audit, a strategy session, or simply a look at how your identity, messaging and website are working together. Every project’s different, but the aim is the same: helping you move forward with clarity.

Whatever shape it takes, change is a good thing. Whether you’re refining what’s already working or making a bold shift, it’s a chance to reconnect with what your business stands for and move forward with a brand that’s built for where you’re headed.

Based in Salisbury and London, we work with businesses across the UK on brand strategy, identity, websites and marketing.

Let’s talk it through.