rebrand

Rebrand is the process of changing an organization's corporate or product identity to alter its image, perception, or market position. It can affect the name, logo, visual design, messaging, brand architecture, and sometimes the underlying value proposition or strategy. Rebranding may target a broad audience or specific segments and may occur across corporate, product-line, or service brands.

Rebrands can be full or partial. A full rebrand changes multiple elements of the brand, while a partial effort may refresh visuals or update messaging without altering core brand concepts. Common components include a new logo, color palette, typography, and a revised brand voice and storytelling. In some cases, rebranding also involves renaming products, adjusting brand architecture, or redefining the brand promise.

Reasons for rebranding vary. They include strategic shifts such as entering new markets or audiences, mergers or divestitures, modernization, or differentiation from competitors. Rebranding is also used to recover from reputational damage, comply with regulatory changes, or reflect acquisitions, leadership changes, or shifts in strategy.

The process typically begins with research, brand audits, and stakeholder input, followed by strategy development, design, and implementation. This may include creating a messaging framework, updating digital and physical assets, training staff, and coordinating a rollout plan. Governance structures should ensure consistency across touchpoints and regions, and success is measured against predefined objectives.

Risks include high costs, audience confusion, loss of existing brand equity, and internal resistance. A successful rebrand requires clear rationale, broad alignment, thoughtful execution, and ongoing monitoring to determine whether it achieves its goals.