A brand refresh aims to keep parts of a brand that are working and elevate the parts that are not. Let’s take a deeper look at brand evolution as a business strategy and explore when it can be better than a rebrand.

A well-developed brand is more than visuals—it’s a foundation for action, resilience, and longevity. Like a home filled with the warmth of the holidays, a strong brand invites people in and makes them want to stay.

Fearless brands cut through the noise and aren’t afraid to take a flyer on something new and unexpected. They get your attention by breaking your expectations, and when it’s done right it feels effortless.

This comprehensive guide will save you some guesswork, especially if you’re responsible for change management or logistics related to your rebrand.

Whether you intend to develop a new brand name on your own or with creative help, there are some reliable ways to generate viable options.

A rebrand can be a massive undertaking for many different reasons, but there are a few ways to make the process easier — and more effective.

Honing in on your true brand competitors, rather than the entire competitive landscape, can help you focus on your competitive advantages and unique positioning.

Your business may eventually attract the attention of a worthwhile buyer. This could happen tomorrow or five years from now, but it’s best to be ready with a rebrand.

Taking steps to change your brand name doesn’t come lightly or without risk. With proper strategy, planning, and reintroduction to the market, the benefits of a name change can outweigh the costs.