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Do you need a rebrand, a refresh, or neither?

Short answer

Answer 12 questions about your strategy, name, structure, consistency and how your brand performs at small sizes and on screens. Strategy, name and structure problems point to a rebrand; execution and consistency problems point to a refresh; if neither shows up, keep your brand and use it better.

A free alternative to paying for a brand audit before you know whether you need one.

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Do I need a rebrand? scorecard report

Generated · Theepa Studio · Brand identity and web design studio, Dubai

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  1. 01Your company now serves a different customer, market or price point than when the brand was made.
  2. 02Your name causes confusion, legal risk or no longer fits what you do.
  3. 03You've merged, been acquired, or added products that don't fit the current brand.
  4. 04You hesitate to send your website or deck to your best prospects.
  5. 05Your brand looks like your competitors or a template.
  6. 06People misunderstand what you do after seeing your homepage.
  7. 07Your website, deck and social posts look like different companies.
  8. 08The logo and visuals look dated, but the idea behind them still fits.
  9. 09The logo is hard to read as a favicon, app icon or profile picture.
  10. 10There are no guidelines, so everyone improvises.
  11. 11The brand wasn't designed for screens, motion or dark mode.
  12. 12You're about to raise, launch or enter a new market in the next six months.

0 of 12 answered

Answer the questions to see your result.

Rebrand signals0%
Refresh signals0%
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This report was made with Do I need a rebrand? scorecard, a free tool by Theepa Studio. Results come from the inputs on the page when it was saved.

How it works.

The method behind the numbers, so you can judge the result.

  • Six rebrand questions (strategy, name, structure, confidence, sameness, message) and six refresh questions (consistency, dated execution, small sizes, guidelines, digital, upcoming deadlines).
  • Each question has a weight of 1–3. Yes scores the full weight, somewhat half, no zero.
  • 40% or more of the rebrand weight suggests a rebrand; otherwise 35% of the refresh weight (or 20% of the rebrand weight) suggests a refresh; below that, leave it.

Sources

Do I need a rebrand? scorecard: questions

What's the difference between a rebrand and a brand refresh?

A rebrand changes what the brand stands for and often its name and identity. A refresh keeps the core idea and modernises how it looks and is applied.

How do I know if my brand is outdated?

Common signs are a logo that fails at small sizes, a look that resembles competitors, inconsistent materials, and a team that avoids sending the website or deck.

Is a rebrand risky?

It can be if it drops recognition or breaks your website's URLs. Keep what customers already recognise, and plan redirects if the site changes.

Want it done for you?

Brand audit: Brand, website and deck reviewed together in five working days.

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A 30-minute call. We look at your brand and site together, and you leave with a plan and a fixed price, whether or not you hire us.

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