Should Your Brokerage Refresh Its Branding?

Branding is more than just a logo, a colour palette, or a font choice. It is the personality of your brokerage. It is how your clients, agents, and community recognize and connect with you. But here is the million-dollar question many leaders wrestle with: When is it the right time to refresh your brand?

As a marketer, I will let you in on a little secret: I do not always recommend a rebrand. Surprising, right? Rebranding can be a powerful move, but it is not always the right one. The decision should be intentional and tied directly to your business goals, not just because you feel like things are getting stale or because you feel like a change. A rebrand can be quite costly, and if not done correctly, can cause confusion for your agents and clients.

What to Consider

Before you move forward with either a rebrand or a refresh of your brand, it is important to understand the difference between the two. A refresh usually focuses on updating the visual identity to feel more modern and relevant without losing the equity you have already built. For example, when I worked on the refresh of Royal LePage, we did not change who the company was at its core, but we introduced campaigns such as 100 Years of Helping You Home and Canada's Real Estate Company that gave new life to the brand while honouring its legacy. A rebrand, on the other hand, is a deeper change that may include repositioning in the market, a new name, or a complete overhaul of the story you are telling. When we completed a global rebranding of Coldwell Banker, that was a true rebrand, because it was a complete overhaul of the entire brand, from logos to mission statements.

Both approaches can be powerful when timed correctly, but they require different levels of investment and impact. Here are some of the key factors to think about before deciding which path is right for your brokerage or company.

1. Market Positioning Does your current look and feel accurately reflect where you are in the market? If your brokerage has evolved, perhaps moving into luxury, tech-driven solutions, or community-first initiatives, your branding should evolve with it.

2. Audience Expectations Your clients and agents associate trust, professionalism, and identity with your brand. If your current branding feels outdated or misaligned with today’s expectations, it may be time for a refresh.

3. Standing Out in a Crowded Industry There are many brokerages and companies offering similar services. If your branding looks dated, you risk being overlooked, even if you provide top-tier tools, marketing, and support. A modern, thoughtful brand signals that your brokerage is relevant and forward-looking. Without that, potential agents may hesitate to join, and clients may assume your services are behind the times simply because your look and feel does not reflect the quality you offer.

   I have seen brokerages with excellent resources, strong leadership, and innovative tools struggle to attract agents or win clients simply because their brand identity did not match the calibre of what they offered. The perception of being outdated can become a barrier, even when the reality is the opposite.

4. Internal Alignment Branding is not just about what the outside world sees. It is also about what your team feels. Does your branding inspire pride among your agents and staff? If not, it might be a sign that change could have a positive internal impact.

5. Budget Do you have the funds to rebrand your company right now? As we approach the end of the year, it is an ideal time to review where you are financially and if a rebrand or refresh makes sense for your business or brokerage. It has been a tough year for our industry, but this could be the time to refresh your brokerage and head into a stronger spring market.
   

The Risks of a Rebrand

While a rebrand can generate buzz, it can also be disruptive. Agents may feel disconnected if they were attached to the old brand. Clients might be confused if the transition is not communicated clearly. And, if the rebrand is rushed or superficial, it can come across as disingenuous.

The biggest risk is rebranding for the sake of rebranding. If your current branding still supports your goals and resonates with your audience, forcing change may do more harm than good.

The Upside of a Rebrand Done Right

When executed strategically, a rebrand can:

• Generate Attention: A fresh look can reignite conversations about your brokerage and attract media and community interest.

• Reinforce Growth: A rebrand can signal that your brokerage is evolving, forward-thinking, and ready for the future.

• Boost Recruitment: Agents want to work with brokerages that feel modern and professional. A strong rebrand can make your brokerage more attractive to top talent.

• Increase Client Confidence: For buyers and sellers, updated branding signals stability, relevance, and adaptability.

  
  

Over the years, I have had the privilege of leading and contributing to some of the most significant rebrands in Canadian real estate. These include the rebranding of Coldwell Banker in Canada, the rebrand of Johnston & Daniel, the creation of Royal LePage Commercial, and the refresh and repositioning of Royal LePage with iconic campaigns such as 100 Years of Helping You Home and Canada’s Real Estate Company.

What I learned from these experiences is that rebranding is not just about a new logo or tagline. It is about storytelling, legacy, and aligning a company’s visual identity with its vision for the future. When done well, a rebrand has the power to unify teams, re-energize clients, and create meaningful conversations in the marketplace.

A rebrand is not a quick fix, nor is it always necessary. But when aligned with business objectives and carried out with intention, it can be one of the most effective ways to tell your story, energize your team, and capture the attention of clients and agents alike.

If you are considering refreshing your brokerage’s look and feel, pause to ask: Is this move for us, for our market, and for our future? Or is it change for the sake of change?

Done correctly, a rebrand can position your brokerage, proptech, or vendor company not just as a participant in the industry, but as a leader shaping what comes next.

Ready to explore whether a brand refresh makes sense for your business? Book a complimentary discovery call with me and let’s discuss how we can support your brokerage or company in making the right move for your future.