Refresh or rebrand

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that are debating brand changes.

The quick answer

Refresh when the story is right but the look is dated. Rebrand when the market, offer, or buyer has changed. Decide with a short test of logo, colours, and voice against current positioning and proof.

The method in five steps

Run a positioning check
If your promise and proof still fit the market, you likely need a refresh. If not, a rebrand may be required.
Score brand signals
Age of assets, inconsistency, and confusion in the field. Gather notes from sales and customers.
Design small tests
Create two visual options and two voice options. Test on the home page hero and a one pager.
Decide and scope
Refresh means new templates, palette, and font with no change to name or promise. Rebrand can include name, promise, and a deeper content rewrite.
Plan rollout
Prioritise site, deck, one pagers, and sales tools. Leave swag and minor items for later.

Example

A thirty million firm had a strong promise and proof but a dated look. A three week refresh brought a new palette, updated fonts, and cleaner layouts. Site engagement improved and sales used the deck more often.

Pitfalls and fixes

Changing the promise without research. Validate first.
Big bang rollouts. Start with the assets that drive revenue.
Inconsistent use. Publish brand guidelines and templates.

Checklist

Positioning confirmed or revised
Test assets reviewed with sales and customers
Scope defined and staged
Templates and guidelines published