rebranding

Rebranding is the strategic process of changing a brand's identity and how it is perceived by the target audience. It can involve updates to name, logo, typography, color palette, messaging, and positioning, and may affect a single product, a market, or the entire corporate brand. Rebranding differs from a brand refresh in scope; a refresh updates visuals while maintaining core associations, whereas a full rebrand may redefine purpose and audience.

Organizations pursue rebranding for various reasons: to reflect new strategic directions after mergers or leadership changes; to attract new customer segments or enter new geographies; to recover from reputational damage; to comply with legal requirements; or to signal values such as sustainability or inclusivity. Rebranding can also simplify a complex brand portfolio through restructuring.

Common formats include corporate rebranding (new company name and logo with guidelines); product or line rebranding (renaming or redesigning a specific offering); and brand refreshes (minor updates to visuals and messaging). Brand architecture changes, co-branding, or the introduction of sub-brands may accompany these moves. The choice depends on objectives, stakeholder needs, and impact on customers and partners.

Practice begins with research, brand audits, and stakeholder interviews to assess associations, equity, and gaps. A strategy is defined, including positioning, target audiences, value propositions, and messaging frameworks. The identity system is designed, guidelines are created, and a rollout plan is implemented across digital, print, packaging, stores, and communications. Evaluation metrics include awareness, consideration, and financial performance; change management is essential to adoption.

Risks include high costs, confusion among customers, and misalignment with employees and partners. Inconsistent execution across channels can erode equity and trust. Benefits may take time to materialize; a failed rebrand can harm performance. Careful planning, clear objectives, and governance are essential.