Brand Refresh vs. Rebrand

Jan 29

Treebird Branding Client: Skilled Trades, Rebrand

Stop paying for the wrong solution

Most businesses do not need a dramatic rebrand. They need a smart refresh. The problem is people treat these like interchangeable services, then wonder why the results feel expensive and underwhelming.

Let’s make this simple.

A brand refresh is a tune-up

A refresh tightens what already works. It usually includes:

Small refinements to your logo, typography, and color
Cleaner layouts and more usable templates
Better messaging hierarchy so people understand you faster
Updates for mobile, digital ads, and social

Your core positioning stays intact. You are upgrading clarity and consistency, not starting over.

A rebrand is a rebuild

A true rebrand goes deeper:

Repositioning and differentiation
Naming and architecture if needed
A new visual identity system
A new voice, message strategy, and rollout across every touchpoint

A rebrand changes perception. It is not just “new colors.”

The missing middle: repositioning

Sometimes the issue is not how you look. It is what you are saying and what you are promising.

That is repositioning. It updates your story and value proposition, and it may trigger visual updates, but it is not automatically a full rebrand.

How to tell what you need

If these are true, start with a refresh:

People know you, but you look dated
Your team struggles to use the current assets
Your website and social feel inconsistent
You have outgrown your DIY phase and need cohesion

If these are true, you may need a rebrand:

You are entering a new market or offering something meaningfully different
You are merging brands or cleaning up a mess of sub-brands
Your name, message, or reputation is actively holding you back
You have no clear differentiation and you feel interchangeable

The cost problem

Businesses overspend when they buy a full rebrand to solve execution issues. Or they underspend when they buy a refresh but need strategy.

The fix is not guessing. The fix is auditing the guest journey, the message, and the brand assets, then deciding the right level of intervention.

Brand work is not an aesthetic choice. It is a business choice. Get the diagnosis right, and everything after that gets easier.

Jaci Lund

Jaci Lund partner, creative director, designer Jaci’s quick wit and native intelligence comes across as soon as you meet her—and carries over to her design, where she fuses fun and sophistication in just the right doses. With a dual focus on creating original branding for new concepts and revitalizing the look and feel of even the most-established brands, Jaci approaches each project with a fresh and thoughtful perspective. While she recognizes the relevance of current trends, she’s hyper-conscious of the fine line that separates “trend” from “fad,” and tends toward more timeless and classic looks for her clients. Before founding Treebird, Jaci was instrumental in growing the design department at Atlanta’s The Reynolds Group, Inc. Through a five-year tenure that saw her quickly ascend to senior designer and then become the company’s first creative director, Jaci worked on design and branding projects with visionaries, entrepreneurs, and business leaders whom she admires greatly and whose own passion elevates her sense of what’s possible through new design, branding, and communication. Jaci has won nine ADDY Awards (and counting) for her design and branding work and has twice been featured in the national design blog “Art of the Menu.” She holds a B.A. in communications from Michigan State University and completed the graphic design program at The Creative Circus, where she also teaches a quarterly course called “Introduction to Creative Thinking.” To see Jaci's previous work please visit jacilund.com.

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