This post was originally published in May 2020 and was updated and republished in December 2024.
A brand is more than just a logo — it’s the way your audience perceives and defines your company. A strong brand communicates the value you provide and your unique personality. If your current brand no longer aligns with your vision or how you want to be seen, it might be time for a change. But should you opt for a brand refresh or a full rebrand? And what’s involved in each process? Explore our guide below to learn more.
STEP 1: Do I Need a Refresh or Full Rebrand?
Updating your brand can be fun, but before you dive into the design process and creative meetings, you need to decide how much of a rebrand your company needs. The amount depends on why you’re looking to make a change.
You Might Need a Brand Refresh If...
Your brand just needs some minor updates. During a refresh, your brand stays true to its original identity but makes minor adjustments that help it feel relevant and competitive in the market. A brand refresh might involve tweaking current assets such as color palettes, typography, or the layout of your logo. This refresh does not remove the company from its original look and feel but simply adjusts it to the times.
You Might Need a Full Rebrand If...
A full rebrand may be necessary when the organization has undergone a major shift. Has the company changed dramatically since its original identity was created? Has there been a name change? Are new products or services now offered? Did a merger take place? If any of these have happened, a full rebrand can demonstrate that your business is on a new path. This full rebrand will show your new direction, vision, mission and values while forming a completely new brand identity.
STEP 2: Establish Your Brand's Core Identity
Before diving into creative discussions about colors, typefaces and visuals, your brand needs a solid foundation. This starts with locking in your purpose — the "why" behind what you do.
Every element of your brand should reflect the essence of your company. The colors should evoke the emotions you want your target audience to feel, the typeface should express your company’s personality and the visuals should embody your values and principles. These foundational elements ensure your brand is authentic and resonates with your audience.
To ensure clarity and direction, consider creating a brand compass — a framework that defines your brand identity and guides decision-making. A brand compass includes five core components:
- Purpose: The "why" behind your business — your reason for existing.
- Vision Statement: A clear picture of where you want your company to be in the future, serving as a guiding star for employees and customers alike.
- Mission Statement: The roadmap that outlines what you do, how you do it, whom you do it for and the values that guide you.
- Values: The core principles that shape your company culture and decision-making, reflecting your moral and ethical perspectives.
- Goals: Tangible milestones that define your path to success.
With a well-defined brand compass in place, you’ll have a clear sense of direction and purpose, setting the stage for the next phase of the branding process.
STEP 3: Brainstorming and Concept Development
This is where ideas are explored and refined to ensure they align with your brand’s purpose, vision, mission, values and objectives. This stage is where the magic happens — brainstorming sessions uncover creative possibilities for your logo, color palette, typography and overall visual style. Concepts are sketched, discussed and reimagined, all with the goal of crafting a cohesive look and feel that tells your story at a glance. It’s a collaborative journey, inviting input and feedback to shape a brand identity that not only stands out but also resonates deeply with your audience. The result? A polished, professional brand that builds trust, inspires loyalty and sets you apart in a crowded marketplace.
Learn more about our logo and branding services.
STEP 4: Update All Assets
This stage begins the implementation of your new brand identity. It’s a common mistake to update a company’s logo only on primary brand channels, such as the website and social media channels. Rebranding is a complex process, so we created a checklist of branded pieces, from print to digital marketing, that you should consider updating when implementing your new brand identity.
Some items to consider include:
- Letterhead
- Signage
- Company email templates
- Collateral like brochures and flyers
- Vehicle wraps
Click here to download the full checklist of the items you need to update during a rebrand.
BONUS STEP: Communicate the Change
A rebrand isn’t an easy switch, and it doesn’t happen overnight. One of the most important steps to ensuring your new brand identity is received well is to clearly communicate these changes before, during and after the new brand is rolled out.
Be open about why a new brand identity was needed, what the changes were and why, and what the business stands for (refer back to the brand compass). Before communicating with an external audience, make sure your team members and employees have been informed and are fully aware of the changes.
A good way to communicate this with your external audience is through blog articles, social media posts and press releases. Don’t be afraid to share information consistently about your new brand, especially on social channels, so that people can build brand recognition and understanding.
Another great idea is to create some hype around the grand reveal by hinting at it through social media and newsletters. This will let your clients and customers anticipate that something new is coming and get them excited.
Lastly, remember to assure clients and customers about your relationship with them moving forward. Sometimes, when a large change occurs, clients and customers may feel concerned about how their relationship with you will change. It’s important to let them know that the elements they love about your business will remain.
Learn More About Brand Development
A great brand should captivate your customers, inspire your employees and showcase your passion for what you do. Discover how our branding and design services that can help you build a memorable and impactful brand.
