Time to refresh your brand?

Thinking about a brand refresh? Here’s how to know it’s time.

If you’re running an established business you’ve already invested in your branding, you’ve probably come across the term brand refresh. It’s not a full rebrand—it’s more like a strategic tidy-up. You’re keeping the essence (name, recognition, the good stuff), but updating what no longer fits. That might mean tweaking your colour palette, refining your logo, or sharpening your messaging to better reflect where your brand is now.

So, how do you know when it’s time to take the plunge?

Your brand’s looking a bit dated. If your logo or visual style feels stuck in the past, it’s probably time to bring it into the now.

Your audience has changed. Maybe your original market has moved on, and you’re now speaking to a new generation. Your brand needs to speak their language, too.

You’re blending in—not standing out. If your brand is getting lost in a sea of lookalikes, a refresh can help you stand out from the competition.

People don’t get what you do. If you’re constantly explaining your offer—even after someone’s seen your logo, tagline, or website—that’s a sign your brand’s not communicating clearly. A refresh can fix that.

You’re just not vibing with it anymore. You are your brand. If it doesn’t feel like you, it’s time to rework it so it does.

It’s tricky to use. If your logo doesn’t scale well or your assets are hard to work with, you’re making your life harder than it needs to be. A good refresh brings flexibility, clarity, and ease.

A brand refresh doesn’t mean starting from scratch—it means evolving strategically and with purpose. When done right, it reconnects you with your audience, re-energises your business, and makes sure your brand keeps working for you, not against you.

Take a look at some examples of brands refreshed by Blade Creative.

And get in touch if you’re interested in refreshing your brand.