Should you do a brand refresh or a full rebrand?

Your business is growing. Things have evolved. But your brand? It still feels like version one. So now you’re asking the big question: Do we just tweak what we have, or start from scratch?

Here’s how to decide.

A brand refresh is right when:

Your core mission, audience, and offer haven’t changed

• You like the bones of your brand but it feels a bit tired

• You need to modernise or clean up your identity without a full overhaul

Think of it like renovating a house: the structure stays, but the walls get repainted, the floors are updated, and the whole place feels more “you.”

A full rebrand is right when:

You’ve outgrown your original identity completely

• You’ve pivoted your business, audience or offering

• Your messaging, visuals, and purpose are no longer aligned

• You feel disconnected from the brand (or event embarrassed by it)

This is more than new colours or a fresher logo. It’s about building something new—from the ground up—that reflects who you are and where you’re going.

At Slow, we always start with strategy. Because whether it’s a refresh or a rebrand, the only way to make the right call is to get clear on what’s working, what’s not, and what needs to change.

The bottom line?

A refreshed look can do wonders—if the foundations are strong. But if your brand no longer feels like you, it’s time to go deeper.