Rebrand or Refresh? Which one is right for your business.
- Trish Bernard
- Feb 26
- 5 min read
Brands are a lot like people. We grow, evolve, and sometimes need a little tweaking. But how do you know if your business needs a complete makeover or just a thoughtful refresh?
At some point, every business faces the challenge of altering its identity while staying true to its roots. If your brand feels outdated, out of sync with your audience, or no longer reflects your company’s values, then it’s time to make a change. But the scale of that change all comes down to your goals, resources, and market positioning.
Remember, your brand is much more than a logo. Whether the goal is women-owned business growth or just weighing the options of marketing strategy vs. rebranding, let’s break it all down to help you decide what’s right for your business.
What is a Rebrand?
A rebrand is a significant transformation of your company’s identity. Think of it as starting over. This can include changes to your name, logo, messaging, and market positioning. Knowing when to rebrand your business is typically prompted by shifting business goals, the need to address a new audience, or repositioning in the competitive landscape.
Rebranding may sound like a huge undertaking, and rightly so. It’s time-consuming, financially demanding, and carries some risks. However, when executed effectively, the rewards can outweigh the effort. A great example? Mastercard’s 2016 rebrand boosted its stock prices by 20%.
Some Common Reasons for Rebranding
Updating outdated brand identity. 57% of marketers list this as the top reason for rebranding.
Addressing outdated visuals
Gaining better footing in the market.
Appealing to a newer, shifting target audience.
Boosting brand consistency, which studies show can increase revenue by 10–20%.
When To Rebrand Your Business: Key Signs
Think of rebranding as shedding your business’s old skin to take on an entirely fresh identity. Here are some key signs your business may need to do just that.
Outdated Visuals
Does your logo scream 1999? While trends come and go, outdated visuals risk making your business seem irrelevant. A modern, timeless design is crucial for staying attractive to today’s customers.
According to Brandingmag’s survey, 75% of companies refresh their brand every 3–5 years to maintain market relevance. This could mean updating typography, revisiting your color palette, or reimagining your logo altogether to reflect your current goals.
Unclear Messaging
If your customers constantly ask, “What do you do again?” your brand messaging may need urgent attention. Your voice should articulate not just what your business does, but why it matters. Rebranding helps to ensure your messaging aligns with your core mission, vision, and values.
Shifting Target Audience
If your customer base has grown beyond your original scope, rebranding allows you to reposition yourself effectively. Maybe you started off targeting a niche group but have expanded to a broader demographic. For example, When I started 8 years ago as a virtual assistant within 2 years my brand needed a complete update. My business shifted based on client demand and I went from providing support to fully managing brands.
What is a Brand Refresh?
A refresh is more like a facelift for your brand. It updates elements like the logo, fonts, packaging, and messaging without fundamentally altering who you are. Unlike a full rebrand, a refresh is less risky, quicker, and more cost-efficient while keeping the brand recognizable to its existing audience.
Benefits of a Brand Refresh
Lower risk compared to rebranding
Cost-effective updates that still deliver results
Helps you stay competitive in changing markets
When a Marketing Strategy Refresh is Enough
When to rebrand your business is something you should be familiar with. But sometimes, achieving women-owned business growth doesn’t require a rebrand, but rather a refresh to your marketing strategy. Here’s when that might apply:
Poor Engagement Rates
Did you know 81% of people visit a brand's website from social media? If your content isn’t resonating with your audience (low likes, clicks, or shares), a strategic shift could be in order. Consider introducing new campaigns and leveraging powerful data-driven tools like email marketing workflows to automate and personalize engagements.
Your Messaging Is Starting to Feel Stale
It’s possible your core message still aligns with your brand’s purpose, but the way you’re delivering it lacks excitement. A refreshed tone of voice, updated visuals, or better storytelling can help breathe new life into your branding.
Outdated/Unfocused Offerings
Are some of your products/services overshadowing others? Your strategy may need to emphasize consistency across all offerings while showcasing your brand’s full capabilities. Along those same lines, when was the last time you introduced something new? Now would be a great time to identify gaps that can refine what you offer in a way that doesn’t change your brand completely.
Practical Steps to Decide
Still on the fence between a refreshed marketing strategy vs. rebranding? Ask yourself these questions before making a decision:
What are my brand’s goals in the next 5 years?
What’s driving this change? Are we solving the right problem?
Are we trying to evolve visually, substantively, or both?
How much of our core identity do we want to keep?
Are we looking to attract new customers or retain existing ones?
Are we facing significant changes in our target market or industry?
Does my current brand reflect my business’s mission and values?
Do we have the resources (budget, team, time) required to undergo significant brand changes?
Resources for Support
Not every business has the capacity for a DIY rebrand or refresh. The good news? There are countless tools and strategies available to streamline the process and achieve woman-owned business growth:
Social Media Management Tools: Use platforms like Social Pilot or Hootsuite to schedule posts and consistently track engagement across all your channels.
Content Writing Services: Content marketing generates 3x more leads than traditional methods and at 62% less the cost. Build engaging blogs, newsletters, and social media posts to keep your audience hooked.
Live Strategy Sessions: Discover more creative direction with live marketing workshops tailored to your business needs.
Email Workflows: Want to work smarter and not harder? This is perfect to level up your engagement strategy through automated email campaigns.
K.I.S.S My Strategy Packages: Simplifying doesn’t mean cutting quality. Keep it simple, streamlined, and effective with affordable strategy kits.
See more tools here at Farrell’s Daughter Marketing.
Rebrand or Refresh? Evaluate Your Brand Today
Brands grow just like businesses do. The key is knowing when your brand is holding you back and how to align it with your market and mission. Whether it’s time for a rebrand or just a refresh, remember that these changes should add value for women-owned business growth. In summary, building a brand is a labor of passion, but refreshing or rebranding it ensures you stay relevant.
At Farrell’s Daughter, we’re here to help you make the best choice. Book a free consultation today to evaluate your current brand and marketing strategy. Let's make your business matter to those who matter most.
Resources/References
https://woven.agency/insights/brand-refresh-or-full-rebrand-drive-massive-roi-with-a-powerful-brand/
Much love and respect,
Trish Bernard
P.S. Ready to take your brand to the next level? Whether you're rebranding or refreshing, I'm here to help! Let’s chat – book your free consultation today
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