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Rebrand vs Brand Refresh. What's the Difference?

So you are thinking about investing in branding for your business. You checked out a few businesses online to see what services they had to offer, and you left their website or their socials feeling a little confused. Why?

Because you’re just not sure whether you need a rebrand, or a brand refresh, and what the difference actually is between them.

Let’s dispel some of that confusion so that you can feel confident that you’ve made the right choice when it comes to your branding.

The Terminology

Honestly, there is no hard and fast definition between brand refresh and rebrand. They are often used interchangeably by designers, which doesn’t help the situation. Brand refresh and rebrand could be used to describe the same service.

As a brand & web designer who has served a wide range of clients with diverse needs and situations, let me share with you my definition of each of these terms.

Brand Refresh

What is it?

The goal of a brand refresh is to update an existing brand identity. Most commonly this comes about because you might feel that your current branding is dated and lacks an edge. In essence, you just want to give your brand a fresh new look, but don’t need to overhaul the foundations of your brand strategy and direction.

Who is it for?

A brand refresh is perfect for businesses that are happy with their overall brand strategy and messaging but need to update the look and feel of their brand to reflect current trends. A refresh is perfect for businesses that have trend-aware audiences, are currently positioning their product or service to a premium market, or feel their current brand could look more professional.

What’s typically included?

A brand refresh is a smaller, quicker service compared to a full rebrand. It might typically include:

  • Moodboard

  • Colour palette

  • Fonts

  • Logos

  • Icons

  • Social media graphics

My Branding VIP Days are perfect for you if you need a brand refresh.

Find out more about them HERE


What is it?

A rebrand is a more in-depth and extensive service than a brand refresh, and can vary in scope and timeframe. They are generally more of a custom service than a standard package.

Who is it for?

A rebrand is for you if:

  • you are looking to reposition yourself entirely as a brand

  • your identity and messaging has changed significantly

  • you are pivoting your business into a new service or niche

  • you are launching something new, such as a new suite of services, programs, courses or products.

You are needing a solid strategic foundation for your messaging and your visual identity to build your brand awareness, trust and credibility.You don’t want to cut corners, you want to get it right the first time so that you don’t waste your time blending in or attracting the wrong people. You are tired of a dated or DIY brand-you want to invest in something that you are proud of.

What’s typically included?

A rebrand can include:

  • Brand strategy such as positioning, brand voice, messaging, customer profile

  • In-depth style guide with imagery direction, logo usage, colour palettes, fonts

  • Primary logo

  • Secondary Logo

  • Submark

  • Icons

  • Patterns

  • Social media graphics/templates

  • Website design

  • Document design

  • Packaging/signage/stationery

Looking to rebrand? My custom branding and website services are perfect for you. Find out more HERE


Thinking of Rebranding?

You want to rebrand successfully but you’re not sure how to be confident that now is the right time.

Well, you can stop wondering.

My free Rebrand Checklist will help you know when it’s the right time to rebrand, and what it will take to rebrand successfully, so you can have the confidence to make the right choice for your business.