7 Steps for a successful rebrand transformation
Rebranding is about redefining how your business connects with its audience—not just changing a logo, updating a name, and revealing a new visual identity. It should influence every corner of the business and every interaction your customer has with your brand. The most successful brands have extensive employee engagement programs to win over the hearts and minds of employees, turning them into their strongest brand ambassadors. The best rebrand in the world will fail if the customer experience doesn't align with the brand promise.
Whether you're evolving to reach a new market, responding to shifts in consumer behaviour, or refreshing an outdated image, a well-planned rebrand can revitalize your business, attract new customers, and strengthen loyalty with existing ones. Brands need to adapt and evolve to stay relevant and stand out.
Not all industries are fast-paced, and it’s easy to fall behind without consistent brand investment. There is another option. You might consider a subtle refresh rather than a complete rebrand. Brands like PEZ, Kimberly-Clarke, and Telefónica have benefited from slight refinements rather than a full rebrand with a new direction. This still takes financial investment and resource to roll out new logos.
Either way, the steps below will help.
1. Start with “Why”
Rebranding isn’t a decision to be taken lightly. It requires investment, planning, buy-in from the leadership team, and resources that may distract from everyday tasks unless you get help from consultants. You need an experienced brand leader and strategist to lead the project from start to finish.
Start by asking: “Why are we doing this?”
Does your brand no longer reflect your mission or values? Or your business strategy?
Is your audience evolving? Is your brand future-proofed?
Are you trying to differentiate your brand from the sea of sameness within your category? Or are competitors transforming?
Are you expanding into new markets, merging with another company, or expanding your portfolio?
Are you managing negative publicity or legal issues?
Are you still relevant? Authentic?
Do you need to think about sustainability more purposefully, rather than as an add-on?
Could your logo tell a better story?
Campbell Soup Company, in response to an increasingly competitive market, announced in 2024 that it is rebranding as “Campbell Foods” to reflect its expansion beyond soups and stay relevant. The 155-year-old brand is diversifying into fresh, plant-based offerings, snacks, and jarred sauces, targeting younger, health-conscious consumers.
In 2023, Boldyn Networks, a business-to-business brand, was created to unite six international brands under one cohesive, future-fit identity. Its aim was to support an expanding business footprint. The brand needed to be flexible enough to accommodate a diverse tech portfolio and anticipate future technological advances. The new brand story and visual identity made them stand out from the competition.
2. Conduct Thorough Research
Informed decisions based on insights are the foundation of a successful rebrand. Research from customers, employees, future competitors, and any external inspiration will give you a thorough understanding of how your brand needs to evolve.
Market Analysis: Identify trends and understand where your brand fits into the landscape, or decide to take a completely different route.
Competitor Insights: Learn what competitors are doing well and where they fall short. How are they evolving? Who are they partnering with? Are their routes to market changing? Examine their identity to ensure your brand stands out.
Customer Feedback: Customers and employees hold valuable insights. Use surveys, focus groups, and other tools to understand perceptions and identify areas for improvement.
PR and Social Insights: How is your brand perceived? Does it generate positive sentiment? What is your brand currently known for? What does it lack? What areas should the new brand be known for?
Employee Feedback: Identify key stakeholders and conduct in-depth interviews. Run focus groups with teams across your organization to gain insights from sales, customer service, online, social, stores, and engineering. Involve them in the journey, as they will be your brand ambassadors when you launch.
Set KPIs: What does success look like?
Victoria’s Secret, once an iconic brand, suffered a rebranding failure in part due to a lack of authenticity, poor timing, and alienation of its core customer base. A new executive team failed to stay true to the brand’s DNA. Listening to existing and prospective customers would have built trust and maintained relevance.
3. Define Your Brand Strategy
A cohesive strategy ensures your rebrand reflects both where you are now and where you want to go. In short, a brand strategy defines how the brand will approach the market, including the tools and elements it will use to achieve its goals.
Company Goals: The brand strategy must align with and support the company’s overall goals.
Brand Audience: Who are your target customers?
Brand Vision: Where is the brand going? What are your goals?
Brand Mission: Your commitment to achieving the brand vision.
Brand Values: The principles and beliefs that guide your brand and help develop its reputation.
Brand Positioning: Determine how you want to be perceived in the market. It’s the unique way the brand meets the needs and wants of your audience.
Brand Personality: Brands adopt human-like characteristics to connect with the target audience and foster loyalty.
Brand Voice: The tone of your brand’s messaging, both verbal and written, should be distinctive.
Brand Storytelling: Bring your brand to life through authentic and compelling storytelling with proof points.
In 2024, Decathlon rebranded with a new North Star: to move people through the wonders of sport. They are transforming to inspire healthier, happier lives through sport. By redefining customer experiences, accelerating sustainability, and modernizing operations, they aim to make sport accessible for all, forever. They use authentic storytelling and real-life proof points to drive this transformation.
4. Craft a Meaningful New Identity
People buy from brands they trust. Brand image should not be confused with brand design. Brand image is built over time through every interaction with the brand, from social media to physical stores.
Your brand’s visual identity—logo, colors, and fonts—must align strategically with your brand’s values. For example, if your brand is about being bold, the aesthetic should reflect that, not with muted or pastel colours or a whimsical logo.
The logo should be tested everywhere your brand might appear: websites, social media, shop fronts, cars, event stands, mugs, pens, etc. Ensure it works across all formats.
How does it perform on a website?
How does it look on an app?
How does it reproduce on clothing?
How small can it go?
How does it appear on your product and packaging?
How does it work on shop facades or office buildings?
Your identity should be eye-catching, memorable, and distinct. Perform a competitor identity audit and assess how the new brand compares. Ensure it stands out and reflects your messaging.
Create comprehensive guidelines—a list of dos and don’ts—along with internal resources to support brand consistency.
Train everyone involved in creating brand communications and provide light touch inductions for others.
Establish a guardianship process to help maintain the integrity of the new brand.
In 2024, Verizon rebranded, introducing a glowing ‘V’ logo, replacing the 2015 Pentagram design. They also rolled out a vibrant colour palette and dynamic photography. It has been noted that this logo draws inspiration from other popular brands, such as Netflix. The new logo, design system, and creative approach are rooted in the company’s heritage, but recognising the need to be future focused.
5. Communicate and Engage Your Employees
Rebranding is a journey. It’s essential to keep your team closely involved every step of the way. A robust employee engagement plan is a must. Share the vision for the future, the size and scope of the project and what it means for employees personally. Refreshing the Employee Value Proposition (EVP) will be key. Be ready to listen and provide support, acknowledge that change can feel challenging and not everyone will feel positive. At least at first. Create forums for honest feedback. Communicate openly and often. Employees need to be heard, and concerns discussed. Celebrate milestones together—whether it’s the reveal of a new logo, a refreshed website, or early successes—to build excitement and a shared sense of achievement. Highlight the new opportunities the rebrand brings, and equip your team with the tools and training they need to confidently represent the evolving brand. Most importantly, create a sense of unity by recognising the hurdles but focusing on the exciting possibilities ahead. With everyone aligned and empowered, you’ll bring your new chapter to life in a way that feels authentic and inspiring.
6. Protect Your Brand
Protect what you’ve created, both legally and through a collaborative guardianship process. Strong, user-friendly guidelines with clear dos and don’ts will prevent ‘filling in the blanks.’ A team of creative brand leads, empowered by the leadership team to protect the new assets and support the whole organisation in using the brand consistently and coherently, will ensure its strength. These brand leaders will advocate, train, and help tell the story of the new brand.
7. Think Beyond Today
A great rebrand isn’t just about where you are now—it’s about where you’re headed. Your new identity should reflect your vision for the future. O2, for instance, unified its brand globally to create a stronger presence and align with its growth ambitions.
A New Chapter
Rebranding is an opportunity to reconnect with your audience, reinvigorate your business, and position yourself for the future. It’s not just about a new look—it’s about telling a story that inspires and excites, that connects with your DNA. With thoughtful planning, a clear purpose and insight driven proof points, you can create a brand that’s ready for whatever comes next. And remember, Day 1 is the start of the brand’s new journey. The hard work to live the brand everyday starts.