Deciding Between a New Brand or a Brand Refresh

Person refreshing a brand design
Last edited 10 April, 2024
Design, Branding
3 min read.

When deciding between a brand refresh or preparing a new brand altogether, it’s important to consider the following:

It’s a simple but crucial fact that small to medium-sized businesses need to stay relevant and resonate with their target audience, and your branding plays a key role in doing exactly that.

However, there comes a time during the lifecycle of every business when you will need to rethink your branding for several possible reasons.

In this blog, we delve into the details of creating a new brand or rejuvenating an existing one, aiding you in making the right decision for your business.

Creating a New Brand: Starting Afresh

Embarking on the journey of creating an entirely new brand for your business is almost like working with a blank canvas – it offers an opportunity for unbridled creativity, free from pre-existing limitations. This approach allows for a complete reinvention of your business identity, devoid of any prior perceptions.

There are compelling reasons why opting for a new brand identity might be the optimal choice. If your business is venturing into an untapped market or launching new products or services, a fresh brand can serve as a powerful tool to differentiate yourself from previous ventures. It can also facilitate connections with an entirely new or wider target audience.

Alternatively, in instances of significant setbacks or public relations crises, a new brand can signify a fresh start, helping to rebuild trust and credibility in your business.

Brand Refresh: Evolving with Purpose

Refreshing a brand is akin to giving it a makeover – retaining the core elements whilst infusing new energy and relevance.

It represents a strategic evolution, preserving brand equity while adapting to contemporary trends or shifting market dynamics. If your business has an established identity, a brand refresh ensures that you stay current and pertinent without forsaking the hard-earned recognition and loyal customer base you’ve cultivated.

If your brand remains relevant and aligned to your business ideas but requires a modern touch to adapt to evolving market trends and consumer preferences, a refresh can breathe new life into your brand image and reputation. Moreover, in cases of mergers or acquisitions, a brand refresh can seamlessly blend the values and essence of both entities while maintaining brand recognition.

Determining Your Business Needs

When deliberating between a brand refresh or a complete overhaul, several factors come into play, influencing your decision-making process:

Strategic Alignment

Understanding the strategic goals of your business is paramount. If you are undergoing a radical shift in direction or target audience, creating a new brand could be warranted.

Conversely, if your brand evolution aligns with your current trajectory and you don’t imagine there would be a huge shift in your overall aims and audience, refreshing your brand may suffice.


Financial implications should always be considered. While creating a new brand may require a higher initial investment, the reward of a blank canvas can be worth it in the right circumstances. If you don’t need to change everything, refreshing an existing brand can be a cost-effective choice.

Market Dynamics

Before making any decisions, it’s crucial to grasp current and future market dynamics that could affect the profitability of your proposed or existing brand. Your branding strategy should adapt to changing landscapes while staying true to core values.

Expert Guidance

You cannot conduct a full brand refresh or redevelopment without utilising expert branding services.

As a leading digital marketing and brand development agency, our experts provide strategic insights and creative know-how to guide you towards the most suitable branding solution for your business.

Key Considerations When Creating a New Brand

If you opt for a full brand redevelopment, several additional concepts need to be considered:

Profound Understanding

Ensure a deep understanding of your business goals, market dynamics, and audience preferences to make branding choices aligned with your vision and mission.


Maintaining consistency across all brand touchpoints, from your logo and visual assets to your messaging and customer experience, helps foster trust with your audience. Read all about this in our recent blog on the importance of brand consistency!


Anticipate future growth and changes to ensure your brand can adapt alongside your business.

By carefully evaluating these factors and seeking expert guidance, you can confidently navigate the decision between a new brand and a brand refresh, ensuring your branding aligns with your business objectives and resonates with your target audience.

Partner with a Proficient Agency for Branding Assistance

Whether you’re embarking on creating a brand from scratch or refining your existing one, collaborating with seasoned professionals yields invaluable benefits. As a leading digital marketing and branding agency in Birmingham, our adept team is poised to guide you in making informed decisions for your business.

With extensive branding and business identity expertise spanning various sectors such as construction, childcare, education, finance, and more we’re well-equipped to elevate your brand identity

Reach out to our team today to find out how we can assist you. Call 0121 355 8092 or email to speak with an expert today, or take advantage of our current offer of a free brand audit worth more than £840 + vat.


Ryan Luckoo

Head of Design

Graphic Designer Ryan applies his extensive design skills and eye for creativity to a huge variety of client projects. Ryan is especially passionate about brand development, as well as working on projects that require his talent for illustration – drawing on inspiration from his many creative influences. As a graphic designer at EDGE Creative, Ryan has been able to develop his skills and create interesting and thought-provoking designs that stand out from the crowd.