To refresh or rebrand?
When to tweak – and when to start again.
Branding isn’t something you set and forget. As your business grows, evolves, or changes direction, your brand may need to do the same. But the big question is: do you need a full rebrand, or just a refresh?
They might sound similar, but a brand refresh and a rebrand are two very different things, and knowing which one your business needs can save you a lot of time, money, and confusion.
What is a brand refresh?
A brand refresh is a subtle update. It’s about polishing, refining, and modernising what you already have – without throwing everything out and starting from scratch.
You might refresh your brand if:
Your logo feels a little dated but you still want it to remain recognisable
You want to update your colour palette, fonts, or photography style
Your messaging needs refining
You’re expanding into new markets or audiences and want to be relevant
You’ve grown, but your core values and identity haven’t changed
The channels you use to market your business have changed and have different requirements (for example traditional print vs digital advertising)
A good refresh keeps the brand recognisable. This is ideal if you have a lot of touch points already out there. Things like vehicle signage, packaging, uniforms, or printed collateral that feature your existing logo or brand visuals. Keeping that recognisability means you can roll out changes gradually, rather than replacing everything all at once. It reduces the upfront outlay and allows for a smoother transition, both internally and externally.
What is a rebrand?
A rebrand is a full reset. It usually involves rethinking your strategy, story, visuals, tone, and even name or market position. This is the big one and not for the fainthearted.
You might rebrand if:
Your business has changed direction completely
You’ve merged, acquired, or dramatically changed your offer
You’re targeting a new audience with new priorities
Your current brand has a poor reputation or feels disconnected from who you are now
You’ve outgrown your identity and need to reposition
A rebrand means going back to your foundations and then building again, but better.
Ask yourself this…
Do our customers still recognise and connect with our brand?
Does our brand still reflect who we are and where we’re going?
Are the problems aesthetic (how it looks) or foundational (how it works)?
If you’re still you, a refresh might do the trick. If your business has become something different - it’s time to rebrand.
How we can help
At Coldharbour Creative, we love working with brands at every stage of their journey, whether it’s a subtle evolution or a complete rethink. This kind of challenge really makes us tick. We’ve helped businesses breathe new life into their existing identity, and we’ve built brands from the ground up. Whether you're thinking full rebrand or light refresh, we’ll help you figure out what makes sense for where you’re going and make the transition seamless.
