You don’t always need a new logo — But sometimes you do.
Rebranding isn’t something you do because the logo feels a bit stale or the website “just needs a little something.” It’s a strategic move. Usually, it ties into bigger plans — a shift in business focus, an expansion into new markets, a change in leadership, or the need to reposition after some turbulence.
But timing and execution are everything. Rebrand too soon, and you risk confusing your audience. Rebrand too late, and you risk losing them altogether.
Over 70% of companies say rebranding has had a positive impact on their bottom line, including improved brand recognition, stronger customer engagement, and increased revenue. But knowing when it’s the right moment to refresh your brand can be challenging — not to mention knowing how to do it in a way that aligns with your broader marketing strategy, supports your quarterly goals, and ultimately grows your business in the right direction.
What is rebranding (and what isn’t)?
Rebranding doesn’t always mean tearing everything down and starting over. Sometimes it’s a full brand makeover. Other times, it’s a subtle evolution: a refined tone of voice, an updated visual system, or repositioning in response to market research.
A brand refresh is usually lighter — think updated fonts, new messaging, tone or positioning tweaks. A rebrand might involve a new name, identity, architecture, and brand story.
The goal? More relevance, clarity, and connection.
When should you consider a rebrand or refresh?
Here are five scenarios where a rebrand isn’t just an option — it’s essential:
1. You’re changing direction
If your product offering, service model or target audience has evolved, but your brand still speaks to where you were five years ago, it’s time to reassess.
For example, Facebook rebranded as Meta in 2021 — a bold move to reflect its pivot from a social media company to a broader tech ecosystem focused on building the metaverse. While Facebook the platform still exists, the parent company needed a name and identity that encompassed its growing suite of products (like Oculus, WhatsApp and Horizon Worlds) and future-facing ambitions. The rebrand wasn’t just cosmetic — it marked a strategic shift in vision, signalling to investors, talent and users that Meta was positioning itself at the frontier of immersive digital experiences.
In short, if your brand no longer matches your business vision, it’s time to evolve.
2. Your visual identity is outdated
Trends change, user expectations change, and sometimes, your brand visuals simply don’t hold up anymore. If your colour palette is too dull for digital, your logo doesn’t resize well for mobile, or your typography screams “2010 startup,” a brand refresh can breathe new life into your marketing.
A great example is Burger King’s 2021 rebrand. They ditched the shiny, 3D logo in favour of a flat, retro-inspired design that nodded to their roots while feeling current. It wasn’t just about nostalgia — it supported their shift toward cleaner ingredients and a digital-first customer experience. It was about aligning the story and the visuals with where they were going next.
3. You’re merging or acquiring
Mergers and acquisitions often bring two (or more) brand stories into the same room — and that usually leads to confusion if not managed properly. A rebrand can unify disparate identities under one cohesive message.
Take Disney’s acquisition of 21st Century Fox. They removed “Fox” from the branding altogether to avoid confusion with the still-operating Fox Corporation, which remained a separate entity. It was a clean break, signalling clarity and control.
If your organisational structure has changed, your brand needs to reflect the new reality.
4. Your audience has moved on — But you haven’t
You built your brand for one audience — but now you’re talking to someone else. Maybe you started off selling to budget-conscious millennials and now you’re trying to attract sustainability-minded Gen Z shoppers. Or maybe you’re scaling from local to global.
Your messaging, tone, and values need to evolve to speak their language. Think less about who you were, and more about who your customer is becoming.
5. You’re recovering from a reputational hit
Let’s not sugarcoat it — sometimes, rebranding is about rebuilding trust. If your brand has gone through a public crisis, a rebrand can help reset perception — but only if it’s paired with real change behind the scenes.
After a wave of negative press in 2017 around workplace culture and safety, Uber underwent a major rebrand. They dropped their abstract logo, reintroduced the wordmark, and leaned hard into clarity, accessibility and user trust. The move signalled a company trying to turn the page — and rebuild its relationship with riders and drivers alike.
A rebrand is a fundamental change in how your brand is perceived. This might involve a new name, new values, a new positioning strategy, or a completely different visual identity. A brand refresh, on the other hand, is a more subtle evolution — often cosmetic — like a new colour palette, updated typography, or refining your tone of voice to better resonate with today’s audience.
Think of it like this: a brand refresh is a wardrobe update; a rebrand is moving house.
Both can be valuable, but they serve different purposes. The trick is knowing which one your business needs — and when.
Established that you don’t actually need a rebrand? Read more about brand differentiation and how to make your brand unforgettable – without a rebrand.
How to build a rebranding strategy that works
Rebranding isn’t a standalone task. It should connect to your overall marketing and business goals — whether that’s launching into a new region this quarter or aligning the brand ahead of your annual campaign calendar.
Here’s a step-by-step strategy you can anchor to your marketing roadmap:
- Revisit your business objectives
Start with the strategy, not the aesthetics.
Ask:
• Are we launching into a new market?
• Are we trying to grow a new customer segment this year?
• Are we prepping for investor conversations or an IPO?
• What does the brand need to support this?
Tie your rebrand directly to these goals — not just "freshening things up." - Audit what’s working (and what’s not)
Gather data. Talk to your customers. Look at brand perception, site heatmaps, drop-off points, social media sentiment.
What’s outdated? What’s misaligned? What still resonates?
Use tools like:
• Brandwatch (for sentiment tracking)
• Hotjar (for UX behaviour)
• Typeform (for customer interviews) - Re-define your brand positioning
Think beyond just a new tagline. Revisit your value proposition, voice, tone, messaging pillars, and brand story.
Use a simple brand strategy framework:
• Purpose: Why do we exist?
• Promise: What do we deliver every time?
• Personality: How do we sound?
• Positioning: Who are we really for? - Refresh your visual and verbal identity
Now — and only now — touch the design. Update your logo, typography, colour system, photography style and brand voice.
Create updated brand guidelines. Make them usable. Think of your team, partners, social media execs and web developers — it needs to be consistent across all channels. - Plan a phased rollout
Don't just hit "publish" on a new logo and walk away. Statistically, a full corporate rebrand can take 12–18 months depending on scale, which reinforces the need for strategy-led decision-making, not just visual change.
Structure your rollout in phases:
• Internal: Train teams, update assets, align culture.
• Soft launch: A/B test landing pages, preview designs.
• Full launch: Coordinate across channels (website, email, PR, socials).
• Ongoing: Monitor performance and tweak.
Use your quarterly or campaign planning to time the rollout properly. No one wants a major brand shift buried under a seasonal sales push.
If you’re still defining your core brand strategy, start here with our brand strategy guide.
Watch out for these common rebranding mistakes
Avoid these traps:
- Rebranding without strategic clarity: Don’t change because you’re bored.
- Forgetting your customers: Your brand has to mean something to them, not just to you.
- Inconsistent execution: One tone on social, another on your packaging? No.
- Underestimating the rollout: It takes time. Budget for internal engagement, external launch, and post-launch evaluation.
Final thought: Brand is a living thing
Your brand is never “done.” It evolves with your business, your market, and your audience.
A rebranding strategy should sit within your broader annual or quarterly marketing plan — not in a silo. Whether you’re plotting a brand refresh for Q3 or building a multi-year evolution, do it with purpose.
Like any relationship — it’s not about changing who you are. It’s about making sure people still see and feel the real you.
Ready to refresh or rebuild your brand? Let’s make it strategic.
Let’s build a brand that reflects where you’re going. Whether it’s part of your quarterly campaign planning or a bigger business shift, we can help you get clear on what needs to change — and how to do it right. Get in touch to start the conversation.