A new logo can feel like a fresh start. But a full rebrand is a big investment, and sometimes a refresh will do the job for a fraction of the cost and disruption. Before you brief anyone, work through these five questions.

1. What’s actually not working?

Be specific. Is it that customers misunderstand what you do, that the brand looks dated next to competitors, or that your team uses it inconsistently? Each of these has a different fix.

2. Has the business changed, or just the look?

If you’ve merged, moved into new markets or changed what you sell, a rebrand may be overdue. If the business is the same and only the visuals feel tired, a refresh is usually enough.

3. What do people already recognise?

Colours, a shape, a name, a jingle. Recognition takes years to build. Keep what’s working and build around it.

4. Who needs to be in the room?

A brand isn’t just marketing’s job. Bring in the people who answer the phone, serve customers and write proposals. They know where the brand is falling down.

5. How will you roll it out?

A new brand is only as good as its rollout. Budget for signage, templates, uniforms and website updates and, most importantly, the time it takes to help your team use it well.