Frequently Asked Question

What is the difference between a brand refresh and a rebrand?

A brand refresh and a rebrand are both strategic initiatives undertaken by companies to enhance their brand identity, but they involve different degrees of change:

Brand Refresh

A brand refresh typically involves making minor updates or adjustments to an existing brand identity.

  • It focuses on modernising and revitalising elements of the brand without completely overhauling its core identity.
  • Changes may include updates to the logo, typography, colour palette, imagery, messaging, or other visual and verbal elements.
  • The goal of a brand refresh is often to keep the brand current, align it with evolving market trends, and maintain relevance with the target audience.A brand refresh typically means things like domains can be retained but that a new visual can bring new life to the brand.


A rebrand involves a more significant and comprehensive overhaul of the brand identity.

  • It often includes changes to the brand’s name, logo, visual identity, messaging, positioning, and even its core values or business strategy.
  • The purpose of a rebrand may be to redefine the brand’s identity, differentiate it from competitors, target new markets, address negative perceptions, or signal a strategic shift in the company’s direction.
  • Rebrands are more transformative and usually require extensive market research, stakeholder input, and communication strategies to ensure a successful transition.

While both a brand refresh and a rebrand our goal is to strengthen your brand’s identity and perception, a refresh involves incremental updates to the existing brand, whereas a rebrand involves a more comprehensive and transformative change.

As rebrand experts we will assess exactly what is right for your business. Rebranding can be a disruptive process to a business, so we will listen to your needs, challenges and goals and together map out which option is best for your business.

Soto Group are a full service creative agency delivering impactful brands, websites and marketing strategies.
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