Rebrand vs refresh. Stop setting fire to things. If your website mostly works but increasingly annoys you, it is tempting to jump straight to “we need a rebrand”. New logo. New colours. Clean slate. Pause. Most businesses I work with do not need to start again. They need to deal with drift. Their brand worked once. Their website did its job. Then the business grew. Offers evolved. Pages were added. Social channels multiplied. Different people made sensible decisions in isolat