What’s the difference between a brand refresh and a rebranding?

As the healthcare industry evolves, so do the expectations of patients. Your brand is a crucial part of how your practice is perceived, from your logo and website to the patient experience itself. Some of the fastest growing businesses in dentistry, like Tend, are also effectively using branding to reset patients’ past negative associations with dentistry and immediately signal that they’re an option worth considering.

If you’re starting to feel like your brand makes you look like every other dentist in town or that your brand is feeling outdated or disconnected from your mission, it’s likely time for a chance. But how do you decide whether you need a brand refresh or a full rebrand? The good news is that with Patientli Looks, both options are easier and more accessible than ever.

Understanding the Difference

What Is a Brand Refresh?

A brand refresh is like giving your practice a facelift—it updates and refines your existing brand identity without completely overhauling it. This could include:

• Modernizing your logo, typography, and color palette
• Updating your website design for a better user experience
• Enhancing your messaging to align with patient expectations
• Improving marketing materials to reflect a more polished, professional image

A refresh maintains the core essence of your brand while making it more relevant to today’s market. It’s a great option when your practice has strong brand equity but needs a visual and strategic update.

Have a name that’s recognizable and well-established but a visual style that needs improvement? You can still make use of Patientli Looks to refresh and modernize your existing brand without making drastic changes to your name or logo. Our design team will work with you to apply the fresh colors, fonts, and photo styles of your preferred Look to your existing brand and help communicate the exciting change to patients.

What Is a Rebrand?

A rebrand is a more dramatic transformation. It involves redefining your brand’s identity, values, and positioning—sometimes even changing your name. This process can include:

• Creating a new name, logo, and visual identity
• Refining your brand voice and messaging to better reflect your mission
• Adjusting your patient experience to align with your new brand strategy
• Rethinking your market positioning to target a different audience

A rebrand is best when your practice has undergone significant changes, such as a shift in ownership, expansion into new services, or a need to distance itself from a previous reputation.

Just starting out? Time for a totally fresh identity? You can use your preferred Patientli Look in its entirety: name, logo, and all. Many even come with available website URLs and social handles.

Why Rebrand?

Maybe your business was named after a single doctor or specific location, which no longer reflects what it is today or plans to become. Or perhaps you’re wanting to signal a new approach, change in ownership, or plans for a major scale-up. All of these are good opportunities to shake things up and start fresh.

When to Choose a Brand Refresh

A brand refresh is ideal if:

• Your visuals feel outdated, but your mission and values remain the same
• Patients recognize and trust your current brand, but you want to modernize it
• You’re experiencing subtle changes in patient demographics and preferences
• Your competition is evolving, and you need to stay competitive

When to Opt for a Full Rebrand

Consider a rebrand if:

• Your practice has merged, expanded, or changed its service offerings significantly
• Your current brand identity no longer reflects who you are
• You’re struggling to differentiate from competitors
• There’s been negative perception or confusion around your brand, requiring a fresh start

Making the Right Choice

Whether you need a brand refresh or a full rebrand, the key is to align your strategy with your practice’s long-term goals. A refresh keeps your existing foundation but modernizes it, while a rebrand offers a fresh slate to redefine your identity.

Even if you’re unsure which approach is best for your practice, it never hurts to explore! Check out  ensure your brand effectively supports your growth and patient experience.