Should You Refresh or Rebrand?

Over the years, we have had several clients who wanted to do a rebrand for a number of reasons. Of course, a rebrand can take on many different forms from a “gut renovation” to enhancing only certain aspects of the brand that are not delivering the results wanted or needed. A full rebrand is typically only needed in certain situations—the brand has gone under internal restructure, is under new management or has been acquired by a private equity or venture capital firm.

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If a brand is losing its audience to its competition or sales are stagnant or declining, then a complete brand refresh is probably not the answer. A rebrand is both expensive and time consuming and most brands don’t have this luxury. A brand refresh, however, may be more appropriate where certain aspects are kept and those that are lacking are enhanced.