Branding
Rebranding
Rebranding is changing a brand, which can cover the name, logo, visual identity and communication. It is done when the current brand no longer matches what the company is or who it sells to.
What it means in practice
Distinguish two things. A refresh updates an existing identity while keeping recognisability, and it is usually the right call. A full rebrand with a new name means starting from zero awareness, which is a financial decision, not a design one.
The most common mistake we see: rebranding as a substitute for solving the real problem. If nobody knows the company, a new identity will not make it known. A new logo will not sell a bad product or fix broken sales.