Out with the old, in with the new! Rebranding isn’t just about updating your logo–it’s about making sure your business identity aligns with your goals, values, and audience. Whether you’re aiming to modernize, change your messaging, or stand out in a competitive market, rebranding can be a game-changer. But how do you know when it’s the right time to rebrand? And what steps can you take to make sure your rebranding campaign is successful? In this blog, we’ll guide you through the reasons for rebranding, when it’s time to make the change, and tips to execute it successfully.
Rebranding is all about shifting how people perceive your company or product. This might involve a logo redesign, refreshing your messaging, or revisiting your mission and values. The ultimate goal is to ensure your brand identity aligns with your current business objectives while resonating with your target audience. Rebranding can take various forms, including:
Brands are born from a vision, but as time passes, that vision often needs to adapt. Growth, industry shifts, and changing customer expectations require a brand to evolve. Rebranding can align your identity with where your business stands today and its goals for the future. However, rebranding isn’t without its risks. Even established brands can stumble during the process. For example, Twitter’s rebrand to “X” in 2023 under Elon Musk sparked controversy. The sudden name and logo change alienated many users, resulting in a surge of one-star app reviews from U.S. iOS users–jumping from 50 percent to 78 percent in two weeks. Complaints focused on the loss of Twitter’s familiar identity, highlighting the potential backlash of abrupt and drastic changes to a beloved brand. On the other hand, successful rebrands can bring new energy and opportunities. Take Dunkin’ (formerly Dunkin’ Donuts). By dropping “Donuts” from its name, the brand emphasized its convenience-oriented offerings, resonating with modern, on-the-go consumers. This thoughtful shift refreshed its image while maintaining customer trust, proving that strategic rebranding can open new doors. Understanding when and how to rebrand is crucial. When executed carefully, it can strengthen your market position, attract new audiences, and better reflect your business’s evolving values.
While every company’s journey is unique, there are several telltale signs for when to change your brand identity:
1. Your Brand Looks Outdated
An old-fashioned logo or design can make even the most innovative company seem behind the times. A logo redesign is often the first step in modernizing your brand, giving it a fresh, contemporary feel. Take Airbnb, for example. They revamped their logo and website to better align with their mission of connecting people and building community. By switching from blue text to a coral pink logo with a custom symbol, they not only improved their look but also transformed their image. This new design communicated simplicity, hospitality, and a sense of belonging–values that redefined Airbnb’s brand and changed how consumers engaged with the platform.
2. Your Target Audience and Business Model Have Changed
As your business grows and changes, you may find yourself wondering when to change your brand identity to better align with your evolving goals. As your audience shifts-whether due to expanded services, a new market focus, or broader changes in direction-your brand should reflect these transformations. If your current branding no longer resonates with your target audience, a rebrand can help bridge the gap and position your business for continued success.
3. Negative Reputation
Sometimes, rebranding is necessary to distance yourself from negative perceptions or to better align yourself with current societal values. In these cases, rebranding offers a chance for a fresh start. A good example is BP’s visual branding shift in the early 2000s. The company faced criticism over environmental concerns and decided to redesign its image. The new look focused on promoting its commitment to sustainability and green energy, helping to reshape its public image and align the brand with more eco-friendly values.
4. You're Preparing for Growth
Mergers, acquisitions, or the launch of new product lines often require a rebrand to unify the identity and vision of all the involved companies. When considering a rebrand in these situations, it’s important to ask the following questions.
By answering these questions, you can ensure that your rebranding efforts effectively reflect the changes and align the new identity with your business goals.
5. You're Losing Ground to Competitors
If your competitors are outshining you with fresh, innovative branding, it may be time to re-evaluate your approach. A rebrand can help you stand out and regain your position in the market. Whether it’s emphasizing your company’s heritage, highlighting your innovations, or focusing on a unique value proposition, rebranding can reinvigorate your brand’s identity and differentiate you from the competition.
Before making any changes, it’s important to evaluate your current brand. What aspects are working well, and which ones aren’t? A brand audit involves analyzing customer feedback, studying your competitors’ branding, and reviewing your business goals. By taking an honest look at your brand’s strengths and weaknesses, you can identify which elements should be promoted, updated, or even removed. To get started with your brand audit, check out our blog “Kick Start Your Brand Refresh With These Four Steps” for more tips on how to begin the process.
Before jumping headfirst into a rebranding campaign, it’s crucial to first define your objectives. What do you want to achieve with this change? Are you looking to modernize your brand’s look, attract a new audience, or improve brand perception? The answers to these questions will help you set clear goals and guide your overall strategy.
Visual identity is a key part of any rebranding effort. It’s important to work with experienced designers to create a cohesive look that reflects the evolution of your brand. When designing, make sure to keep your target audience in mind. Think about what colours, fonts, and design elements will resonate with them. Also, consider using timeless design elements in your logo redesign as these help maintain brand consistency over time. This approach will ensure that your visual identity feels fresh and relevant while standing the test of time.
Visual elements certainly grab attention, but it’s the messaging that creates lasting connections. To align your brand’s message with your new identity, update your brand’s voice, tagline, and key messages. A perfect example of powerful messaging is Nike’s iconic “Just Do It” campaign, which has anchored the brand’s identity for decades. This simple but compelling tagline has helped Nike stay relevant across different generations, proving just how influential strong messaging can be for a brand.
Rebranding impacts everyone connected to your business–employees, customers, and partners. It’s important to involve them in the process to get valuable feedback and build support. Engaging with your team and stakeholders helps ensure that the rebrand reflects their perspectives and needs, while also creating a sense of ownership and excitement around the change.
Roll out your new branding carefully. Share your story across blogs, social media, and email campaigns. Make sure to explain why you’re rebranding and how it will benefit your audience. A successful rebrand is not just about the initial launch; it’s about continuous communication. After the rollout, pay close attention to how your audience responds. Be open to feedback and adjust as needed to ensure the rebrand truly connects with your customers and aligns with your business goals.
Rebranding is a bold move, but when done well, it can completely transform a company. If you’re looking for inspiration, here are some great examples of companies that successfully rebranded:
Photo credit: Brandfolder.com
In 2016, Guinness joined the ranks of companies that rebranded by giving its logo a modern makeover with a hand-drawn harp. This update seamlessly blended contemporary style with the brand’s historic roots, preserving its iconic identity while appealing to today’s audience. The logo redesign struck a balance between honouring Guinness’s heritage and ensuring it felt fresh and relevant. As one of the notable companies that rebranded, this move helped Guinness maintain its traditional connection while attracting younger, modern consumers who value both heritage and innovation.
Photo Credit: David Perell on X
Over the years, Pepsi has undergone several rebrands to stay fresh and distinguish itself from Coca-Cola. In 2023, the brand introduced a redesigned logo and new packaging that brought back elements of its 1990s branding. By combining nostalgic features with a modern twist, Pepsi aimed to connect with both older and younger generations. The updated design featured a clean, bold look, appealing to a youthful audience while still honouring the brand’s long-standing legacy.
Photo Credit: Brandthechange
Patagonia’s branding updates have subtly shifted the company’s image from just an outdoor apparel brand to a symbol of environmental activism. By focusing on sustainability and aligning its mission with environmental values, Patagonia has deepened customer loyalty and built a strong community of supporters. This shift has made the brand’s core values a central part of its identity, transforming it into more than just a clothing company, but a movement for change.
A successful rebranding campaign does more than just update your look–it sets your business up for long-term growth. To maintain and build on your new identity:
Rebranding is a mix of creativity and strategy. It requires thoughtful planning, fresh ideas, and a clear vision. However, the benefits–greater relevance, stronger audience connections, and growth–make the effort worthwhile. Whether you need a logo redesign, updated messaging, or a complete rebranding, the team at Symetric is here to help. With our growth-driven branding solutions, we offer both full rebrands and simple refreshes, depending on your needs. Check out some of the logos we’ve designed over the years to see our capabilities. Contact us today to start your journey toward a bold new brand identity!