Jacobar Jacobar
Jacobar Jacobar

To Rebrand or Refresh, That Is the Question (apologies to Shakespeare)!


In business and marketing, staying relevant is essential for long-term success. One way to achieve this is by evaluating a brand’s identity and considering whether it's time for a change. We at Jacober Creative are experienced and, dare we say, strategic, about helping companies decide if a full brand relaunch or simply a refresh is the best choice at any given moment.

Like the Bard himself, we can help you find the best words (and images and other design assets) to make your brand be up-to-date and impactful. From the new Overtown Miami Greenway downtown linear park renaming to The Jills Zeder Group high-end real estate company brand refresh, from updating the Frost Museum of Science’s branding to a full rebranding of the Town of Surfside.

Rebranding vs. Brand Refresh

Rebranding involves a complete overhaul of a brand's identity, potentially including its name, logo, visual elements, messaging, and sometimes even its core values and mission. Rebranding is a strategic move to redefine a brand's essence and direction.

There are many reasons why a company may consider a full overhaul of its identity. If the company is undergoing a fundamental shift in its products, services, target audience, or values, a full rebranding may be necessary. When merging with or acquiring another company, the existing brand identity may no longer entirely reflect the new business values or target audience. And of course, rebranding will also make certain the brand’s identity remains current and relevant.

 Logo rebrand examples

A brand refresh is a less drastic approach that involves updating only certain elements of a brand identity while preserving its core. This may include modifying a logo, refining messaging, or adjusting visual elements like colors and fonts.  If the brand has strong equity and positive brand recognition, a slight messaging tweak or repositioning without completely overhauling it, might work best.

To start the decision-making process, reviewing the company's mission, values, and long-term objectives is the way to go, something Jacober Creative has down for many clients, including the City of Sunny Isles Beach, the Town of Palm Beach Marina and arts incubator Locust Projects. A SWOT analysis (strengths, weaknesses, opportunities, threats), as well as assessing market performance, are also important. Gathering stakeholder input – owners, leaders, staff as well as loyal customers – is also a key step that we have done many times through private and public surveys, and focus groups.
 Brand Refresh Example

When deciding between a rebrand or brand refresh it is critical for a company to develop a budget, and timeline. Understanding a company’s needs and the resources that can be allocated for the process in advance are important when coming to a marketing and branding agency.

There is no one-size-fits-all answer, and the choice to rebrand or refresh should align with a company’s unique business circumstances and objectives. If you are considering a rebrand or brand refresh, Jacober Creative is the choice. With more than 20 years of experience, we have worked with large and small companies to successfully develop their branding and marketing approaches. 



Looking for a Creative Agency?

Are you looking for a design-focused agency to bring your ideas to life? Jacober Creative is a Miami Beach-based, award-winning creative studio that specializes in graphic design, branding, logos, digital marketing, websites and video production. Let’s work together. [Contact Us]

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