When it comes to branding, the idea of a full rebrand can often feel a little overwhelming.
New name? New logo? New everything?
Big budget, big decisions, and a big commitment… right?
Well, not always.
At Afundi, we often speak to businesses who think they need a full rebrand, when in fact, a refresh could be all that’s needed. So, let’s break it down.
- A new name
- A new logo
- A new visual identity (colours, typography, design system)
- A shift in tone of voice or messaging
- Sometimes even a new vision, mission, or company positioning
Rebrands are often needed when:
- A business has changed direction
- There’s been a merger or acquisition
- The current brand feels outdated or disconnected from the audience
- The business wants to shake off negative associations or enter a new market
Done right, a rebrand can breathe new life into a business, but it is a bigger decision and usually comes with a greater investment of time and money.
Examples from our work:
Atla Group
We worked with the Atla Group to create a brand that united four distinct businesses into one cohesive identity. This was more than just a new logo, it was a complete rethink of who they were and how they presented themselves to the world. Inspired by Norse mythology and the purity of water, the result is a brand that is simple, confident and engaging, with a website that showcases both the company’s services and its strong people-first culture.
Quadrant Group
For the Quadrant Group, a rebrand meant starting with a new name that represented the company’s core values: synergy, adaptability, integrity and independence. We developed a full brand identity, website and messaging campaign built around the theme “Crossing Paths & Forging Futures,” which brought together 40 years of experience into a modern, cohesive and forward-thinking brand.
What is a Brand Refresh?
A refresh, on the other hand, is more of a tune-up than a full rebuild. You keep the core of your brand (your name, values, and mission) but give the visuals or messaging a polish.
- A brand refresh might include:
- A modernised logo
- Updated colours or fonts
- Refined messaging or tone of voice
- A new website or marketing materials
- Sharper photography or more consistent graphics
Brand refreshes are often done when:
- Your branding feels a little tired or inconsistent
- You want to appear more modern or up to date
- You’ve grown as a business and want to reflect that maturity
- You’re targeting a new audience, but your foundations still work
It’s a way to stay relevant and professional, without starting from scratch.
Example from our work:
Fortress Group
When we updated the branding and website for Fortress Group, we kept their core identity intact while refreshing their visuals and messaging to better reflect their values of security and stability. Inspired by the Isle of Man’s Tower of Refuge, we used bold imagery and refined design to create a more modern and confident digital presence, without losing the recognition they’d built over time.
So…which one do you need?
This depends entirely on your goals.
If your business has fundamentally changed, maybe you offer different services, have a new target audience, or your name no longer fits, then a rebrand might be the right choice.
But if your name still holds weight, your message is clear, and your values remain the same, a refresh can help you stand out without losing recognition or overwhelming your team.
In fact, many of the businesses we work with are surprised to find just how much can be improved with a few thoughtful updates, not a complete rebrand.
Final thoughts
Don’t let the fear of a “rebrand” hold you back from improving how your business looks and feels.
Sometimes all you need is a fresh coat of paint, not a full demolition.
At Afundi, we’ll always help you figure out what’s best for your business, whether it’s a full rebrand, a refresh, or something in between.
Ready to chat about what your brand needs next?
