In today’s fast-paced and rapidly changing world of business, staying relevant and competitive is essential. As your organisation grows, and the market evolves, your brand identity – everything from your logo and colours to your key messages and mission statement – needs to keep pace.

But how do you know when it’s time for a brand shake up? Before we explore the signs and considerations that can help guide your decision, it’s important to clarify the difference between a brand refresh and a rebrand:

• Brand refresh: Typically, a brand refresh occurs when an organisation wants to evolve its identity in a way that better aligns with its needs. To stay relevant, brands must adapt to shifts in customer preferences. A brand refresh involves updating and modernising certain elements of your brand when the core values and framework are already established. This may include fine-tuning your visual identity, tone or messaging without changing the core essence of your brand.
• Rebrand: On the other hand, a rebrand is when an organisation revaluates its strategy and opts for a complete overhaul of the brand identity. It’s a strategic transformation that might involve renaming your business, redesigning your logo, redefining your mission, or changing your entire brand positioning. Rebranding signals a significant change in direction to better suit the organisation’s evolving needs.

Signs it’s time for a brand refresh

A brand refresh is often the right choice when your brand still resonates with your target audience but needs an injection of fresh energy to stay current. Here are a few key indicators it might be time for a refresh:

1. Your visual identity feels outdated: Trends change, and what looked sleek and modern a few years ago might now feel outdated. If your logo, colour scheme, or overall visual identity no longer reflects the innovation of your organisation, a refresh can give your brand a contemporary edge and better align with your evolving identity.
2. You’re expanding your audience: As your business grows, your audience may evolve. A refresh can help you fine-tune your messaging and visuals to better resonate with a new audience without alienating your existing customer base.
3. Your brand feels inconsistent: Over time, inconsistencies can creep into your brand, especially if different teams or individuals are creating content. If your messaging, tone, or design elements vary from one platform to another, it can cause confusion for your customers and ultimately a lack of credibility. A refresh can help bring consistency back to your brand.
4. Your business has evolved: Maybe you’ve expanded your services or shifted your focus slightly. If your brand no longer fully captures what your organisation offers, a refresh can realign your identity with your current offerings.

When a full rebrand might be necessary

While a refresh can revitalise your brand, there are times when a more significant change is required. Here are some scenarios that may warrant a rebrand:

1. Your brand no longer represents you: If your organisation has undergone significant changes, such as entering new markets or segments, or a change in strategy, a rebrand may be necessary to reflect this new identity and vision.
2. Warding off the competitors: If your brand is struggling to stand out in the marketplace, a rebrand would offer a competitive advantage that sets your organisation apart from existing competitors and helps redefine your unique position and differentiation.
3. Brand reputation: In some cases, brands may become associated with negative events, outdated perceptions, or undesirable reputations. When this happens, a rebrand can provide a fresh start and allow you to distance your organisation from past issues.
4. You’ve undergone a merger: When two organisations come together, a rebrand can create a unified identity that encompasses both entities. This is especially important for internal alignment and external brand perception.

When is it time for action?

Whether you opt for a brand refresh or a full rebrand, the key is to act with purpose. Your brand is as fundamental to your organisation’s success as your sales and product so it needs to be deliberately designed and managed. How your brand is perceived can make or break your success in a competitive market. If you’re noticing signs your brand is no longer working for you, it’s time to consider taking action.

The decision will ultimately depend on the state of your brand, your organisational goals, and the resources you have available. Whatever path you choose, ensure your brand remains an authentic reflection of who you are and where you’re going. For brands, the being of everything you say you are is everything.

To learn more about branding, download Zadro’s latest resource ‘A brand is not a logo – The Playbook’.