Branding 101
Rebranding Done Right: Strategies to Evolve and Preserve Your Brand
So, you're thinking about rebranding? It's exciting, right? But also a little terrifying. It's like deciding to revamp your entire wardrobe while hoping your favourite shoes still fit. Rebranding is a bold move, whether to reflect a shift in your business or keep up with the ever-changing market. And let's face it---it's not for the faint-hearted.
But fear not! Together, we'll navigate this journey with a mix of strategy, stories, and a touch of humour. So grab your coffee, and let's talk about the dos, don'ts, and everything in between of rebranding while keeping your brand equity intact.
Rebranding: Why and When It's Needed
What Does Rebranding Actually Mean?
Rebranding is not just a shiny new logo or a font update---it's a full reset of how your brand is perceived. It's about reshaping your identity to resonate with your audience while staying true to your core values.
Why Brands Rebrand
Rebranding isn't just about keeping up with the cool kids. Businesses rebrand for several reasons:
To Keep Up with Market Trends: A brand that felt fresh 10 years ago might feel dated today.
After a Merger or Acquisition: Uniting two brands under one cohesive identity.
To Modernise: If your visuals scream 2005, it's time to catch up.
Example: Remember Burberry's rebrand? They recently returned to their heritage roots with a sophisticated serif typeface, demonstrating how brands can evolve whilst honouring their traditional values.
The Challenges of Rebranding
Preserving Brand Equity
Rebranding is like redecorating your home---you want it to feel new but still familiar. Striking this balance ensures you don't alienate your loyal customers.
Getting Buy-In From Stakeholders
Convincing your team---and sometimes even yourself---that change is necessary can be tough. Trust me, we've been there. We were so attached to a logo concept during one rebrand project that we practically named it. Spoiler alert: it didn't make the cut.
Strategies to Rebrand Without Losing Yourself
Start With Research
Before jumping into design, understand where your brand stands. What do your customers love about you? What do they think needs to change? This is your foundation.
Define Your Vision
Ask yourself: What do I want my brand to say? Your vision will guide every decision, from colour palettes to messaging.
Tip: If you're feeling stuck, think about how you want your brand to make people feel. Confident? Innovative? Trustworthy?
Refresh Visuals Without Starting Over
Think evolution, not revolution. Update your visuals to feel modern while keeping elements that loyal customers recognise.
Case Study: Very.ie, an Irish online retailer, provides an exemplary case of strategic rebranding. Initially launched as a traditional e-commerce platform, Very transformed its brand identity to become a more dynamic, customer-centric digital shopping experience. They reimagined their visual language, website design, and marketing approach to appeal to a more digital-savvy audience. By modernising their brand while maintaining their core promise of accessible online shopping, Very demonstrated how a comprehensive rebrand can breathe new life into an established business.
Update Your Voice and Messaging
Your tone should reflect your new direction. Let your language evolve if you're moving from corporate to conversational. (Yes, even the dreaded email templates.)
Learning From Brands That Nailed Their Rebrands
Proper Snacks: Reinventing Brand Identity
Proper Snacks (formerly Warp Snacks) offers a compelling example of successful rebranding in the food industry. Their transformation went beyond a simple name change, reimagining their entire brand identity to appeal to health-conscious consumers. By developing a distinctive visual style, emphasising clean ingredients, and creating a more engaging brand narrative, Proper Snacks repositioned themselves from a generic snack brand to a lifestyle-oriented, wellness-focused company with a strong European presence.
Old Spice: From Dad's Aftershave to Gen Z's Favourite
Old Spice embraced bold humour and eye-catching visuals to transform their brand, proving rebranding can be fun (and profitable).
Burberry: Balancing Tradition with Modernity
By revamping its logo and adopting a digital-first strategy, Burberry stayed true to its roots while appealing to a new generation.
Navigating the Transition
Internal Rollout: Your Team is Your First Audience
Rebranding starts from within. Involve your team early, get their input, and make them part of the process. After all, they'll be living the brand every day.
Customer Communication: Keep It Transparent
Let your customers in on the journey. Use teaser campaigns, social media updates, and "behind the scenes" content to build excitement.
Consistency is Key
Ensure every touchpoint, from your website to your business cards, reflects the new brand. A cohesive rollout reduces confusion and reinforces trust.
Measuring Success: How to Know Your Rebrand Worked
Track Metrics That Matter
Awareness: Are more people recognising your brand?
Engagement: Are customers interacting with your content?
Sentiment: What's the buzz on social media?
Listen and Learn
Gather feedback from customers and stakeholders. If something's not working, tweak it. Rebranding is a process, not a one-time event.
Key Takeaways: Making Rebranding Work for You
Rebranding is a journey---be prepared for some twists and turns.
Balance innovation with familiarity to keep your audience loyal.
Collaborate with your team and involve your customers in the process.
Measure your success, learn from feedback, and keep evolving.
Ready to Reimagine Your Brand?
At BrandNew Creative, we specialise in rebranding strategies that honour your legacy while setting you up for future success. Explore our rebrand services, and let's create a brand that resonates, inspires, and stands the test of time.
Image source:
Burberry official website
Very official website
Proper Snacks official website
Old Spice official website
