Rebranding Done Right (and Wrong)

A rebrand can spark new attention, attract the right audience, and position your business for the future, but only if it’s done with strategy and intention.

Why Rebranding Matters

Brands are living organisms. They should be breathing, adapting, and most importantly, growing. It’s important for a company’s brand system to evolve with the needs of the brand’s category, the needs of the customers, or the state of the world. And now more than ever, things are changing rapidly. Consumer expectations are high, and trends are coming and going faster than ever. 

Imagine rocking the same haircut you did when you were in grade school. It worked at the time, but eventually you needed a new style. Your logo is no different. But a brand system is so much more than just a logo. Now imagine you have the same hairstyle you did as a kid, but you also wore the same shirt, same shoes, had the same backpack, played the same music… You get the picture. Branding is the entire identity of your brand in the consumers’ eyes, so let’s give them something worth noticing and remembering.

Pros of Rebranding

• Refreshes relevance with new audiences
• Signals growth, evolution, or new offerings
• Helps distance from negative associations
• Creates excitement and renewed attention

Potential Risks of Rebranding

• Risk of alienating loyal customers
• Can dilute existing brand equity if done poorly
• Expensive and time-consuming
• Rebrands done without strategy can confuse the market

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Rebranding is More Than Just Good Design

Even the most beautiful rebrand can flop if it’s not rolled out the right way. How your audience experiences change matters just as much as the change itself.

Think about how loyal people are to a losing sports team or an artist whose best album was three releases ago. Sometimes familiarity wins over quality. That’s why a rebrand isn’t just about good design; it’s about storytelling, timing, and execution. The best ones make people feel like they’re part of the evolution.

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Let’s talk about brand equity

Brand equity is the trust, familiarity, and emotional connection a consumer has with a brand, and it’s built up over time. A good rebrand enhances equity by aligning perception with present reality. A bad one erodes equity by hurting brand recognition or confusing customers.

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The Spectrum of Redesign

Rebrands don’t always mean starting from scratch. Sometimes, a light refresh is all you need to modernize your look without losing brand equity. 

Adobe rebrand by Mother

Other times, it’s worth swinging big. Those moves are risky, especially for established brands, but they can lead to massive payoffs.

Mailchimp rebrand by Collins and in-house

Rebranding isn’t an on/off switch, it’s a dial, and the key is knowing where you sit on that dial. The sweet spot usually lands between staying consistent and pushing the envelope.

The Dos of Rebranding

• Start with strategy, not just aesthetics.
• Research your audience and test concepts.
• Honor the equity you’ve built. Evolve it, don’t erase it.
• Tell a clear story about why you’re rebranding.

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The Don’ts of Rebranding

• Change just for the sake of change.
• Ignore brand heritage if it’s a key part of customer loyalty.
• Rush the rollout. Poor execution kills great ideas.
• Forget internal buy-in. Employees are brand ambassadors too.

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Real-World Wins and Losses

Here’s a couple recent examples of successful and unsuccessful rebrands. 

Successful: Chobani

Unsuccessful: Jaguar

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Closing

Rebranding isn’t about throwing out everything you’ve built, it’s about taking what’s already strong and making it even stronger. Whether you’re refreshing your look or reinventing your entire identity, remember to do it with intention, strategy, and a clear vision of the future.

Need someone to refresh your brand? Get in touch.