Rebrand
Also: RebrandingBrand Refresh
Changing a brand's identity, name, look, positioning, or all three, to reflect a new strategy or market reality.
Why it matters
A rebrand updates how a company presents itself, from a light visual refresh to a full change of name and positioning. Companies rebrand when they outgrow their identity, shift strategy, or need to shed old associations. It is high-impact but disruptive, touching everything the brand shows up on.
What good looks like
A rebrand is warranted when the current brand genuinely no longer fits the strategy or market, not as a cosmetic exercise. It should be driven by a clear strategic reason and executed consistently, a half-finished rebrand is worse than none.
Related terms
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