Refreshing a brand during a recession can be a valuable strategy for a company, as it can help to differentiate the brand and make it more relevant to consumers.

However, it's important to keep in mind that during a recession, consumers may be more cautious with their spending, so it's important to clearly communicate the value proposition of the brand refresh. Here are a few strategies a company might consider when refreshing their brand during a recession:

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1. Focus on your unique selling points: Highlight the unique features and benefits of your products or services to differentiate your brand from competitors.

2. Communicate value: Make sure that the new brand positioning clearly communicates the value that the company offers to customers.

3. Be relevant: Ensure that the new brand positioning is relevant to the current economic climate and addresses the needs of the target audience.

4. Use digital channels: Take advantage of digital channels, such as social media and email marketing, to reach customers. These channels can be more cost-effective than traditional advertising methods.

5. Refresh not overhaul: Instead of a complete overhaul, refresh the brand elements, such as logo, colors, or website, that are not working to create a new look and feel.

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It's important to approach a brand refresh strategically, balancing the need to stand out in a crowded market with the need to be sensitive to economic conditions.