As your business grows and evolves, so must your brand. But, how do you know what to do at each stage of your business?

Will a brand refresh do the trick, or do you need a full a rebrand? And what’s the difference?

Getting a brand refresh is like hiring an interior designer to makeover your kitchen with new colors, patterns, textures, and/or furniture.

Getting a rebrand, on the other hand, is like hiring an architect and a contractor to gut your kitchen and start over. Both get you results but fulfill different needs and requirements.

Answer the following questions to determine if your brand does, in fact, need some love and what to do about it. You can also download our Brand Audit here.

  1. Have our products or services stayed the same since we last looked at our brand?
  2. Is our customer the same as when we started?
  3. Do we have a well-defined value-proposition?
  4. Does our brand stand out from our competition?
  5. Can our employees (especially our sales team) articulate what we do, why we do it, and the benefits of working with us?
  6. Do our customers know the tangible outcome of working with us, such as lower costs, higher margins, or increased speed to market?
  7. Do we have a clear mission statement or manifesto? Is it published?
  8. Does our logo feel current?
  9. Do we get compliments on our brand?
  10. Do we proudly show off our brand or website?


If you answered no to more than 3 of these questions, chances are your brand needs some love. Your next step is to talk to your creative partner to determine whether you need a refresh or a rebrand. Don’t have one? Check out 5 Things to Ask Yourself Before Hiring an Agency. 

If you answered no to 3 or fewer questions, figure out how to turn each “no” into a “yes.” If you don’t have a clear value proposition, for example, can you craft this in-house or does it make sense to hire a brand strategist or agency to help you figure it out?