What’s the difference between a rebrand and a refresh?

Learn how to decide when it’s better to refresh your image or embark on a bold brand transformation.

The concepts of a rebrand and a brand refresh serve as crucial strategies for companies aiming to stay relevant, competitive, and aligned with their core values and audience expectations. Understanding the difference between these two strategies and knowing when to implement each is essential for any B2B company founder looking to not just survive but thrive in today’s fast-paced market.

Rebrand vs. Brand Refresh: Understanding the Difference


Rebranding is akin to a metamorphosis for a business. It involves a comprehensive overhaul of a company’s identity, including its name, logo, values, and overall brand strategy. This drastic change is usually in response to a significant shift in the company’s direction, market positioning, or to recover from a reputational setback. A rebrand is necessary when your current brand no longer reflects your business’ vision, services, or target audience. It’s about creating a new identity that resonates with where your company is currently and where it’s headed in the future.

A recent example in our portfolio was the project we undertook for SafetyIQ. Originally two separate entities with different product offerings, our rebranding efforts successfully unified these merging organisations into a single cohesive brand focused on making high-risk environments more predictable for its workers.

Brand Refresh

A brand refresh, on the other hand, is more like giving your brand a facelift. It’s about updating or tweaking your existing brand elements to make them more modern and relevant, without altering the core identity of your business. This could involve updating your logo, brand colours, or website design to reflect current trends while maintaining the essence of your brand that your customers know and trust. A brand refresh is often needed when your brand feels outdated, but the core business strategy and values remain strong.

Our work for Australian retail icon, Betta, is a prime example of retaining a brand’s essence and elevating the design for a more contemporary look and feel.

Before and after our brand refresh for Australian retail icon, Betta.

When is Each Strategy Necessary?

Rebranding is a significant and risky endeavour that should not be taken lightly. It’s necessary when there’s a fundamental change in your business strategy, target audience, or offerings. It can also be a strategic response to a merger or acquisition, a way to distance your company from negative publicity, or to reposition your brand in the market effectively. Rebranding is about starting a new chapter for your company, with a new story to tell.

However, it’s important to note that rebranding is not without its risks. Changing your company’s name, for example, is an extensive process that can’t be easily reversed. It may take months, or even years, for customers to adapt to your new identity. A notable example of the challenges associated with rebranding is the transition from Twitter to ‘X’. This highlights the complexity and potential pitfalls of rebranding, emphasising the importance of careful planning and execution.

When we rebranded Sustainable ICT to knowble, we spent a considerable amount of time ensuring that the company’s new name perfectly aligned with their brand strategy and long-term business goals.

Brand rollout for Sustainable ICT rebrand to knowble.

A Brand Refresh is necessary when your brand’s core values and strategies remain relevant, but the visual or communicative elements feel stale or no longer resonate with your target audience. Signs that it’s time for a refresh include inconsistencies in your marketing materials, an outdated logo or website, and a general feeling that your brand no longer reflects the quality or innovation of your offerings. A refresh can reinvigorate your brand’s appeal without alienating your existing customer base.

Our refresh for Growth Workplace Design had to deliver on this very challenge as we sought to emphasise their design prowess without overshadowing their trusted construction team.

Key Considerations

  • Market Research: Before embarking on a rebrand or refresh, conduct thorough market research to understand your audience’s perceptions and the competitive landscape. This ensures that your updated brand resonates with your target audience and stands out from competitors. 
  • Strategic Planning: Both rebranding and refreshing require a strategic approach. Define clear objectives, timelines, and metrics for success. Ensure alignment with your business goals and customer expectations. 
  • Communication: Effectively communicate the changes to your stakeholders, employees, and customers. For a rebrand, explain the reasons behind the drastic change and the benefits it brings. For a refresh, highlight the updates while reassuring that the core values remain the same. 
  • Implementation: A successful rebrand or refresh extends beyond visual updates. It should be reflected in every aspect of your business, from customer service to product development and marketing strategies.

In conclusion, whether opting for a rebrand or a brand refresh, the decision should be driven by strategic business needs, market conditions, and the long-term vision for your company. A rebrand is a significant and often necessary undertaking when your company seeks to redefine itself fundamentally. In contrast, a brand refresh can be a powerful tool to modernise and energise your brand, ensuring it remains relevant and appealing.

For B2B company founders looking to make more money, work with effective people, have a business they’re proud of, and leave a legacy, understanding the strategic implications of rebranding versus refreshing is crucial. Whether through a comprehensive rebrand or a thoughtful brand refresh, the goal remains the same: to ensure your brand accurately reflects your business’ values, mission, and future direction.

If you’re looking for help in deciding how to approach the future of your business, get in touch with the DSR team. We’re always excited about helping Underdogs unlock their Top Dog potential.