Want to Refresh Your Brand? Here’s How to Do It Right.

Businesses evolve, and so should their brands. The identity that once defined your startup may not fully represent what you’ve become. As companies expand into new products, audiences or markets, they often need a brand that grows in step.

In fact, research shows that 75 % of companies have experienced a rebrand since 2020. Knowing when and how to refresh that identity can determine whether your brand continues to resonate or begins to feel out of sync.

Related: I Tried to Modernize a Brand — Here’s What Worked (and What Didn’t) at the 20-Year-Old Company

Recognizing when it’s time to refresh

As your organization matures, your original branding may no longer reflect your expanded offerings or evolved purpose. Common signals include entering new markets, adding products or services, or hearing feedback that your messaging feels outdated or unclear.

According to one study, 74 % of S&P 100 companies rebranded within their first seven years of operation.

These moments call for a thoughtful reassessment. A full rebrand is rarely necessary; more often, evolution works best. Refining rather than replacing helps preserve trust and continuity while keeping your story relevant to new audiences.

Revisiting your core brand foundation

Milestones such as new funding, a leadership shift or diversification are natural checkpoints for reviewing your mission and vision. Do they still capture who you are and where you’re headed?

Evaluate your unique value proposition to ensure it continues to set you apart in your current market. Revisit your target audiences as well. Growth often brings new customer segments with distinct expectations and motivations, and your brand should speak clearly to them all.

Updating the look and voice

Visual and verbal adjustments are often the most visible aspects of a brand evolution. The goal is not to chase trends but to reflect progress. Modernize your logo, colors and typography only if they support a more authentic representation of your company’s direction.

The same applies to tone. A startup voice that once sounded playful may now need to convey credibility and experience. Conversely, expanding to a broader audience may call for a more inclusive tone. Consistency across platforms — digital, print and internal — ensures a cohesive experience that strengthens recognition.

Interestingly, data indicates that consistent branding across channels can increase revenue by up to 23 %.

Related: Refreshing Your Brand Doesn’t Mean Starting Over

Planning and managing the rollout

A successful brand evolution requires structure and collaboration. Begin by defining measurable goals, what you want to achieve and how success will be evaluated.

Engage internal and external stakeholders early to encourage alignment and reduce friction later. Rolling out the new identity in phases, starting internally before a public launch, helps minimize confusion. Testing key elements, such as visual updates or taglines, with select audiences provides valuable feedback before committing to a full release.

Communicating the change

Transparent communication turns a rebrand from a design exercise into a story of growth. Start internally by preparing your team to represent the refreshed identity confidently. Updated brand guidelines, training sessions and clear talking points ensure everyone speaks with one voice.

Externally, share the “why” behind the change. Explain how your company has evolved and how the new brand better reflects your values and customers’ needs. Clear, consistent messaging helps audiences feel included in your evolution rather than surprised by it.

Measuring and refining

Brand evolution should be measured like any other strategic initiative. Track both quantitative metrics — such as website engagement, social interactions and inquiries — and qualitative indicators, including customer sentiment and internal feedback.

Continuous listening allows you to refine as needed. The most effective brands treat evolution as an ongoing process rather than a single event.

Related: Thinking of Rebranding? This Step-by-Step Guide Will Help Make the Process Smooth and Successful.

Avoiding common pitfalls

Rapid or poorly communicated changes can confuse loyal customers and weaken recognition. Move gradually, involve employees in the process, and ensure that every change connects back to a clear strategic purpose. A rebrand that lacks intention can erode trust rather than strengthen it.

Evolving your brand is more than a creative refresh; it is a reflection of growth, adaptability and self-awareness. When approached strategically, it signals that your company understands its audience, honors its history and is ready for what comes next.

A well-executed brand evolution does not abandon what built your reputation; it amplifies it, aligning who you are today with where you are headed tomorrow.

Businesses evolve, and so should their brands. The identity that once defined your startup may not fully represent what you’ve become. As companies expand into new products, audiences or markets, they often need a brand that grows in step.

In fact, research shows that 75 % of companies have experienced a rebrand since 2020. Knowing when and how to refresh that identity can determine whether your brand continues to resonate or begins to feel out of sync.