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As a business grows, things change. Your goals, your customers, and even the way you work can be different from when you first started.
That’s why rebranding can be a great idea. It helps you reflect what and where your business is now, not what it used to be.
Rebranding is about more than a new logo or colour scheme. It’s about making sure people understand what your business stands for, and why they should choose you. Get it right, and you can attract new customers and strengthen your brand. Get it wrong, and you could confuse people, even losing the customers who know and love you.
Take the Marathon chocolate bar as an example. In 1990, Mars changed its name to Snickers, matching the global brand name. It made sense from a business point of view, but chocolate lovers in the UK weren’t happy. The decision is still controversial to this day, with some still calling it by its old name.
So how do you make sure your rebrand works? In this guide, we’ll share what rebranding means, when it’s the right time to do it, and how to make sure you get it right.
When we think of a brand, we often picture a logo, colour scheme, or a certain style. But a brand is much more than that. It’s the way you communicate, the experience you give customers, and what your business stands for.
Rebranding is about changing how people see your business. It might mean a new logo or name, but only if that makes sense for your values and direction. The real aim is to create a brand identity that feels right for customers, employees, and others interacting with your business.
That’s why it’s important to think things through.
As Ian Spalter from Instagram puts it, “Brands, logos and products develop deep connections and associations with people, so you don’t just want to change them for the sake of novelty.”
If rebranding isn’t something you should do just on a whim, when does it make sense? Here are some great reasons why a business may choose to rebrand.
1. Refreshing a tired brand
Over time, markets shift, and customers start looking for something different. What once felt modern and appealing can begin to look outdated. Old Spice is a good example of this. Before 2010, it was seen as an old-fashioned brand for older men. But by changing its image and tone, without losing the name, it became a fun, energetic brand that appealed to a younger crowd.
Watch the rebranded Old Spice video on YouTube
2. Company mergers and acquisitions
When two companies come together, a rebrand can join them into one identity. It signals a fresh start and makes sure the brand reflects the values of the new business.
3. Introducing new products and services
If a company has new products and services, or is looking for a different type of customer, rebranding can help share the changes. A good example is a business that started out by offering web design, evolving to offer content writing too. A rebrand, whether it’s a new name, logo, or way of working can help show customers the new offer.
4. Expanding into different locations
Moving into a new market, especially abroad, sometimes needs a rebrand. Cultural differences or even legal reasons may mean a name or identity needs to change. For example, when Burger King expanded into Australia, the name was already taken by a local restaurant. To avoid confusion, the Australian franchisee, Jack Cowin, renamed the company after himself. So, you won’t see a Burger King in Australia, you’ll find Hungry Jack’s instead.
5. New vision, mission, and values
As businesses grow, their purpose can shift too. Rebranding can reflect that change. For example, Airbnb started as a platform for renting out spare beds. As the company expanded, they needed to reflect how it had changed. The rebrand made it clear that Airbnb was now about unique travel experiences, not just a place to crash on an attic mattress.
Rebranding can make a lot of sense, but there are times when it’s not the right choice. Here are a few situations where rebranding could do more harm than good.
You may feel like your brand looks tired, but that doesn’t mean your customers do. Changing your logo just because you’re bored of it can backfire, especially if people feel attached to what they know. Take Gap as an example. In 2010, they suddenly swapped their iconic logo for a new one, without warning or explanation. Customers hated it and, within a week, Gap had returned to the old design. As nothing else about the brand had changed, the update felt pointless.
If your business has had bad press, a rebrand might seem like a quick solution. But customers can usually tell when a rebrand is just a distraction. Unless the change is reflecting real improvements, it won’t rebuild trust.
Bringing a new leader into your business doesn’t always mean it needs a whole new identity. Rebranding just to make a mark can be a waste of time and money. That’s especially true if the new brand doesn’t connect with your customers or align with the company’s goals
If your business isn’t getting noticed, a rebrand might not be the answer. Often, improving your marketing strategy is a better, and less risky way to attract new customers.
Step 1: Define your purpose
Before getting started on a rebrand, take a moment to reflect on what your business is all about. Look at your vision, mission, and values. If you’ve already defined them, now’s a good time to make sure they still feel right.
Ask yourself these questions
Your values are the beliefs that shape your business and guide how you communicate with customers. Your mission is all about the goals you want to achieve and the value you deliver. And your vision is the bigger picture, looking how you want to make an impact.
The reason your business exists, beyond just making money, is what will connect with customers on a deeper level. Keep this in mind as you go through the rebranding process.
Step 2. Understand your audience
For your rebrand to really connect, you need to know your audience inside out. Who are they? What do they need? And how can your business help them?
Start by thinking about your ideal customer:
Next, think about how and where customers interact with your brand:
It can be useful to run focus groups or interviews to get real feedback from your customers and employees. This will give you valuable insights that can help shape the rebrand.
Step 3. Analyse the market and competition
Before you rebrand, take a step back and look at where your business stands in the market. Understanding how people see your brand right now, and how you compare to your competitors, will help you find ways to stand out.
Ask yourself these questions:
It’s also important to stay on top of trends in your industry. Things can change quickly, and a rebrand can help you stay current.
The more you know about your audience, competitors, and industry trends, the easier it will be to create a rebrand that really connects.
Step 4. Set clear goals for rebranding
Before you start the rebrand, it’s important to get clear on what you want to achieve and how it ties in with your business goals.
Ask yourself the following questions:
Are you looking to increase brand awareness?
Getting more people to recognise your business.
Do you want to attract a new audience?
Appealing to a different type of customer.
Are you trying to refresh a tired brand?
Modernising your look and messaging.
Do you want to improve customer loyalty?
Strengthening relationships with existing customers.
With clear goals, it will be easier to measure the success of the rebrand and make tweaks as you go along.
Step 5. Develop a rebranding strategy
A well-planned strategy will keep your rebrand on track, saving you time, money, and unnecessary stress.
Your plan should cover:
Include costs for design, marketing, and rollout
Set realistic deadlines for each stage of the rebrand
Clearly assign tasks so everyone knows what they need to do
It’s also a good idea to involve your employees early on to get their support. You may even want to give customers a sneak peek of the new brand to get their feedback and build excitement.
Having a clear plan in place will make the transition to the new brand smoother and avoid unexpected surprises.
Step 6. Design your new brand identity
Your brand identity is how your business looks, sounds, and feels. It includes things like your logo, colours, typography, and messaging. Together, these create a strong, recognisable image of your business.
Here are some things to think about:
This is the most visible part of your brand. It should be memorable, meaningful, and reflect who you are.
Choose colours that reflect your brand. Use them consistently across your website, marketing materials, and even for staff uniforms.
Choose fonts that match your brand. It could be modern, professional, friendly, or playful.
This includes patterns, icons, and images. Together, they create a recognisable visual image.
This is the voice of your brand. It’s how you communicate, from website copy to social media, press releases, and customer interactions.
While your rebrand should feel fresh, it’s important to keep some familiar elements. For example, the same colour for your logo will mean customers can still recognise your brand.
Step 7. Build a brand style guide
To make sure your brand stays consistent, it’s important to create a brand style guide. This will help your marketing materials align with your brand strategy. It will also make your business easily recognisable.
Here are some things to include in your brand style guide:
These are the heart of your brand and should run through everything you do
Make sure these are used consistently across your website, marketing materials, and social media
Set clear guidelines on logo size and how it should be used to maintain brand consistency
This is how your employees communicate, whether it’s in emails, social media posts, or marketing materials
· Visual standards
Establish brand rules for things like photography, graphics, and design to keep your visual identity strong
A good style guide will ensure everyone from employees to designers and external partners is on the same page. This will help you maintain a consistent and recognisable brand.
Step 8. Launch your new brand
A successful rebrand needs a clear plan to ensure everything falls into place. Both your existing and new audiences should understand why you’ve rebranded and what it means for them.
Start by deciding who to share the rebrand with first. You might want to roll it out in stages, starting with your management team and employees, before announcing it more widely.
Then, create a content plan that includes:
Make sure brochures and other materials reflect your new brand
Ensure your website aligns with the new look and feel
Announce the rebrand, and share your story behind it
Keep your followers engaged with behind the scenes updates
When you promote the rebrand, reassure existing customers that while the look may be new, your values and commitment remain the same. Also, make sure your employees are clear on the new vision and can communicate it consistently.
Lastly, track how the rebrand is doing by checking website traffic, social media, and customer feedback. This will help you adjust as necessary to ensure a smoother transition.
Rebranding may feel like a big job, but it can energise your business and help you connect better with customers as your business evolves.
A rebrand is not just about changing your logo or colour scheme. It’s about aligning every aspect of your business with your purpose and values. From understanding your audience and analysing your competition, to setting clear goals and designing a new identity. Every step plays a crucial role in ensuring your rebrand is a success.
That said, rebranding takes time, effort, and careful planning. It’s not something to do on a whim. But, when done right, it can breathe new life into your business. Keep this guide on hand when planning your rebrand and get in touch to chat about how we can help your business grow.
Contact Kevin Steel, Business Development Manager:
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