When To Rebrand

Did you know that a rebrand can make or break your brand?

A brand redesign is a significant step. Here are some reasons why your business might need a rebrand or brand refresh:

1. Poorly Executed Brand Identity:

Maybe you didn’t invest in a high-quality brand identity from the start, or perhaps the designer or studio you worked with missed the mark. Now that your brand is more established and generating revenue, it might be time to hire a skilled professional to redesign your brand identity.

Ex: Starbucks
Starbucks’ logo was such an ugly baby that the company decided to simplify and modernize it in 1987, transforming the siren into a cleaner, less-detailed image. They also chose their famous green color to stand out in a market full of browns. This evolution helped Starbucks align with modern aesthetics and appeal to a broader audience.

2. Outdated Brand Image:

Brand identities should be timeless, but if yours feels outdated, it’s time for a refresh to stay relevant and modern.

Ex: Firefox
Mozilla Firefox’s logo had been tweaked slightly over the years, but by 2019, the classic fox circling the globe began to look outdated, especially with the rise of flat design trends. The company rebranded with a more abstract, simplified version of the logo, retaining the essence of the fox but using bold, vibrant colors that better fit modern design aesthetics.

3. Expansion or Diversification:

If your business expands into new markets or offers new products/services, rebranding can help communicate these changes effectively.

Ex: Amazon
Amazon started in 1994 as an online bookstore, with a logo that reflected its focus on books. However, as the company expanded into selling a wide range of products—from electronics to groceries—and eventually evolved into a global e-commerce giant, a rebrand was necessary. In 2000, Amazon introduced its now-famous logo featuring an arrow curving from the “A” to the “Z,” symbolizing the company’s shift to selling “everything from A to Z.”, reflecting its growing product diversity.

4. Mergers or Acquisitions:

After a merger or acquisition, rebranding can help unify the brand identity of the new business. This process goes beyond aesthetic changes, aiming to establish a new brand that resonates with customers, employees, and stakeholders.

Ex: Meta
Facebook rebranded as Meta in 2021 to signify its shift from being just a social media company to focusing on building the metaverse. This change unified the company’s different platforms (Facebook, Instagram, WhatsApp, etc.) under one new identity.

5. Negative Perception:

If your brand has faced negative publicity or has gained a bad reputation, rebranding can help rebuild trust and improve perception. It’s a dirty move, but someone’s gotta do it.

Ex: Uber
After facing negative publicity due to internal issues and public controversies, Uber rebranded in 2018 with a new, friendlier logo and visual identity.

6. Innovation or Evolution:

As your business grows & adapts, there might be changes in your offerings or values.

Ex: Apple
Although Apple hasn’t drastically changed its logo, the brand has consistently refreshed its identity to match its evolution as a tech innovator. From the rainbow-colored apple to a sleeker monochrome design, the brand reflects modernity and cutting-edge innovation as it continues to grow.

7. Changes in Name:

Whether you are changing your business name because it is difficult to pronounce, or because of Trademark conflict, a change in your brand identity is needed.

Ex: Kit
Recently, ConvertKit changed its name to simply ‘Kit,’ which I believe will benefit the brand immensely. The name change reflects their evolution from an email marketing tool into a broader creator-focused platform. Alongside the new name, they launched a refreshed brand identity that looks more modern and friendly, aligning perfectly with their mission to empower creators with simple and effective tools.