Refreshing a brand is a strategic maneuver that many businesses undertake to revitalise their image, to stay relevant, connect with new audiences, and revitalise a company’s image. However, the process of a refresh is not without its risks. While it often holds the promise of breathing new life into a business, rebranding can sometimes backfire, negatively impacting the brand’s image. In this article, we’ll explore the factors that can lead to a negative image resulting from a refresh and provide insights into how to mitigate these risks.

The Positive Potential of Refreshing

Before delving into the potential drawbacks, it is important to acknowledge the positive aspects that can come from a brand refresh. A brand refresh breathes new life into a company, signaling to customers that the business is evolving, staying current, and adapting to changing market trends. It can attract new customers, re-engage existing ones, and foster a sense of excitement and curiosity.

Refreshing a brand often involves updating visual elements such as logos, colour schemes, and messaging, providing an opportunity to align the brand with evolving consumer preferences and market dynamics. When executed effectively, a brand refresh can enhance a company’s competitiveness and relevance.

Alienating Existing Customers

One of the most significant risks of a refresh is alienating existing customers. When a company undergoes a significant visual or conceptual shift in its branding, loyal customers may feel disconnected or confused. They may no longer recognize the brand they once loved, leading to a sense of betrayal or disorientation.

To avoid this negative outcome, businesses should carefully communicate the reasons behind the refresh and, when possible, involve their customers in the process. This can be done through surveys, focus groups, or other forms of customer feedback. Transparency and clear messaging can help mitigate the risk of alienation.

Brand Dilution and Inconsistency

A refresh can sometimes lead to inconsistencies across different aspects of a business. From logos and colour schemes to messaging and customer experience, a lack of uniformity can create confusion and erode the trust of consumers. The inconsistency can result from a rushed refresh process or a failure to implement changes cohesively.

To prevent brand dilution, businesses must develop a clear refresh strategy that covers every facet of the brand. Attention to detail is crucial, as even small inconsistencies can harm the overall image. Additionally, training and educating employees about the refresh is essential to ensure everyone within the organisation is aligned with changes.

Disconnect with Brand Heritage

When businesses decided to refresh, they risk losing the emotional connection that customers had with the old brand identity. This can be particularly damaging when the original brand had a long and storied history. Customers may feel nostalgic for the old brand, and they may not be ready to embrace the new identity.

To mitigate this risk, businesses should carefully consider how to incorporate elements of their brand heritage into the refresh. Maintaining some continuity with the old identity can help bridge the gap between the old and the new while honoring the brand’s history.

Financial Implications

A refresh can be expensive, especially for larger organisations with extensive branding assets. If not executed well, it can result in financial losses that negatively affect the brand’s image. Customers might perceive the company as frivolous or question its financial stability, especially if the rebranding process is accompanied by downsizing or other cost-cutting measures.

To minimise the financial risks, its important to conduct a thorough cost-benefit analysis before embarking on a refresh journey. Companies should also be prepared for potential setbacks and allocate sufficient resources to ensure a smooth transition.

Competitor Reactions

A refresh can draw the attention of competitors, who may take advantage of the opportunity to undermine the brand’s image. This can include pointing out inconsistencies, mocking the new branding, or running aggressive marketing campaigns to poach customers who are unsettled by the changes.

Companies should be prepared for competitor reactions and have a strong defense strategy in place. This may involve pre-emptive communication and marketing efforts to explain the refresh, as well as monitoring and responding to competitor actions.

Resisting Change

Humans are naturally resistant to change, and a refresh represents a significant change for customers, employees, and stakeholders. Some loyal customers may be attached to the old brand and may be reluctant to embrace the new identity. This resistance to change can hinder a refresh success, and businesses may risk losing a portion of their customer base.

To address this issue, it’s crucial to involve customers and employees in the refresh process as much as possible. Their input, feedback, and involvement can help create a sense of ownership in the new brand, making it easier for them to adapt to the changes.


A brand refresh when executed thoughtfully and strategically, can be a powerful tool for business growth and transformation. However, it is not without potential pitfalls. The negative impact on a brand’s image is a real concern that businesses must navigate carefully.

To mitigate the risks associated with a refresh, companies should focus on clear communication, transparency, and a commitment to maintaining or enhancing the quality and consistency of their products or services. While a refresh can be a double-edged sword, it is a weapon that, when wielded skillfully, can lead to a brighter, more successful future for a business.

Franchising Plus