Change is inevitable for any business, and if you're responsible for your company's marketing, that often means making important decisions about branding.

If your marketing isn't generating the results it once did, your business is starting to look outdated compared to competitors, or customers aren't engaging like they used to, it may be time to consider a light refresh or a complete rebrand. But how do you decide?

A refresh can sharpen how a brand shows up in the market without risking the trust it's spent years building. A rebrand, on the other hand, usually means a much bigger change in how an organisation positions itself, both internally and externally. But the answer isn't always obvious.

As Kathryn Jubrail, partner at Mother Design, explains: "Change in branding isn't binary. The line between a refresh and a rebrand is far blurrier than most headlines suggest." 

Ultimately, it comes down to understanding what the business actually needs, and why.