When to Refresh a Brand: What Actually Works
Judging whether a brand needs a refresh, a full rebrand or simply better application.
Priya Raghunathan
What is at stake
Many brands are rebranded when the real problem was inconsistent use of a perfectly good identity.
The playbook
- Diagnose whether the problem is identity or application
- Audit consistency before commissioning design
- Weigh the cost of recognition lost
- Identify the business trigger for change
- Consider a refresh before a full rebrand
Where it goes wrong
Avoid:
- Rebranding to solve inconsistent application
- Change driven by internal boredom
- Underestimating rollout cost
- Rebrands with no business trigger
The numbers behind it
| Measure | Figure |
|---|---|
| Recognition | rebranding resets accumulated recognition |
| Triggers | mergers, strategy changes and legal issues are genuine reasons |
| Cost | rebranding extends far beyond design |
| Application | inconsistency often masquerades as a brand problem |
Getting outside help
When to hand it over: Bring in help when a rebrand is being considered.
Where this comes from
- United States Patent and Trademark Office — Trademark basics
- Interaction Design Foundation — Brand strategy
The figures and practices above come from the sources listed.
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Where to go next
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