Summary
Three points to use.
- Keep a refresh focused on specific identity problems and priority applications.
- Plan a rebrand when the audience, offer, position, name, or identity system needs coordinated change.
- Treat rollout, internal adoption, files, licences, and replacement of old assets as part of the scope.
Diagnose the business change
List the change that triggered the project: a new audience, offer, market, ownership, merger, reputation issue, or inconsistent execution. The cause should determine the identity scope.
Choose refresh or rebrand deliberately
A refresh may refine colour, typography, layout, imagery, logo use, and templates while preserving recognised equity. A rebrand may revisit the name, mark, visual system, messaging, applications, and rollout together.
- What remains useful?
- Which audiences or offers changed?
- How many touchpoints need replacement?
- Who approves and implements the change?
- What must be archived, licensed, or retired?
Plan the rollout and handover
Prepare a replacement sequence for owned channels, campaigns, sales material, templates, and physical applications. Record file ownership, permissions, licences, source files, and the date old material stops being used.