There are ways to refinish the entire blank but you really need to strip the guides and repaint or use a product such as Perma Gloss on it.
Not really any easy way to fix chips here and there though unless they are close enough to a guide or wrap so as not to look off if using epoxy rod finish.
I like the War wounds on my rods and reels. My Golf clubs I want in like new condition and have refinished several metal woods. Not to the point the wounds may compromise the rod or reels though.