Business Rebranding Guide

Branding
Business Rebranding Guide
Article by Jelena Relić
Last Updated: June 26, 2024

Business rebranding means changing the image of your business to develop a new, differentiated identity in the public eye. It’s a powerful marketing strategy that allows businesses to realign their branding to updated values and goals or to re-introduce their brand to a new market or demographic.

Our branding experts outline how to rebrand your business, why it’s essential, and proven strategies you can implement. We’ll also share successful branding examples and suggest 10 of the best rebranding agencies to help grow your business in 2024 and beyond.

What Is Rebranding?

Rebranding is a marketing strategy that involves significantly reworking your brand identity, visuals, and messaging to realign them with your long-term goals and your target audience’s expectations and needs.

Your rebrand can include a new logo, a refreshed color palette, an updated tagline, and a revamped social media presence. You can return to your fundamentals, remake your mission-vision statement, and let this guide your rebranding decisions.

Consider your business's goals:

  • Do they align with your objectives when you started your company?
  • Can you still provide the quality of service you have set?
  • How well can you serve your customers and cater to their needs?
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Which Business Elements Does Rebranding Entail?

Branding makes your business recognizable among your target audience. It helps them connect with your products and services and differentiates you from your competitors. Your rebranding should follow the same principles but enhanced to fit your new identity.

Consider updating these elements for your rebrand:

Brand Story

This involves your company history, mission-vision, or a manifesto. This is a good place to start when recrafting your brand because it will inform your choices as you progress.

Your brand story answers the question of what initially motivated you to start your business:

  • What need are you seeking to fill?
  • How were you inspired to build your company to where it is now?

These details encompass your company's founders and leaders, milestones you've achieved throughout the time you've been providing a service, and how you see the future of the company.

Brand Visuals

As the initial touchpoint, your brand visuals are how the audience encounters your business and forms first impressions. These include the logo, color palette, graphics, images, and video collateral you see on the official website, social media, and advertising materials. Brand visuals are typically the easiest way for audiences to experience your brand, capture their attention, and engage them with entertaining content they will enjoy.

Brand Persona

Your brand's personality shines best through your written material and messaging framework, both on printed and digital copy. This comprises your brand voice and the personality that shines through your messaging and copy. Like visuals, your audience can connect with and relate to your brand persona.

How To Rebrand Your Company?

There are many ways to rebrand your company, depending on what you want to achieve and how much you want to change. Knowing your motivations can guide and help you connect with the people you want to reach: your customers. Regardless of the company’s size, the most important thing in rebranding is for it to feel genuine and unique.

If you’re unsure where to start, consider approaching a professional agency for rebranding to get expert insights on developing your new brand. However, we’ve also outlined specific steps on how to do this in the following section to guide you.

6 Specific Steps to Rebranding a Company

These steps will guide your rebranding efforts:

  1. Take Stock of Your Current Branding
  2. Evaluate Your Audience’s Response to Rebranding
  3. Collaborate With the Team To Develop and Implement Changes
  4. Stir Up the Audience’s Interest
  5. Introduce Your Rebranded Business
  6. Monitor Reactions and Feedback

1. Take Stock of Your Current Branding

You must understand your business's current values, mission, and vision. Consider what you're doing right, what can be improved, and how you can readjust moving forward — even after rebranding. Remember that with holistic changes come adaptable choices.

2. Evaluate Your Audience’s Response to Rebranding

Monitor how the audience receives changes. Many people are uncomfortable with change, especially long-time loyal customers who may be anxious about the innovations you’re introducing.

Conduct customer research, take note of their wants and needs, and keep addressing them as you refresh your brand. Consider plans to cater to a potentially new audience that rebranding can attract.

3. Collaborate With the Team To Develop and Implement Changes

Your workforce should react positively to your business rebranding. As team members, they have valuable insight into what functions well and what issues to avoid.

Collaborating on the rebranding with the team allows you to strategize with critical players in your company and align to achieve your future objectives together. Leadership can set the brand's intentions, coordinate and gather feedback from the team, and craft the changes together.

4. Stir Up the Audience’s Interest

This step is an initial test to see the audience's first impression of the rebranding and how well they will handle it. Positive responses from your audience generally mean they’re ready to embrace the upcoming changes.

If you are rebranding to refresh your image after some negative publicity, an audience test can also gauge how loyal the customer base is despite the hiccups.

5. Introduce Your Rebranded Business

Rebranding your business from scratch can take 12 to 18 months. This timeline comprises the preliminary research, ideation and conceptualization, design and implementation, and launch.

6. Monitor Reactions and Feedback

Tracking their responses is an essential metric that will tell you whether you're making the right changes that will appreciate and attract a new audience. Take your audience’s input into account and incorporate these into your rebranding strategy accordingly.

5 Proven Rebranding Strategies

  1. Reaching a New Audience
  2. Standing Out in a Competitive Market
  3. Expanding Brand Offering
  4. Staying Relevant
  5. Repairing Brand Reputation

Five common rebranding strategies include the following:

1. Reaching a New Audience

When growing your business, it is important to consider the preferences of different generations and demographics. What appealed to your first customers might be off-putting or outdated to newer, younger consumers. If you need a rebrand to attract new customers and expand your market share, updating your brand image, messaging, and product offerings allows you to connect with a younger, broader audience.

Old Spice is the perfect example of rebranding to reach a new audience. To transition from its traditional image that catered to an older demographic, the brand created a series of engaging, humorous, and fun commercials to appeal to younger consumers.

2. Standing Out in a Competitive Market

A rebrand can make your business more memorable and give customers a reason to choose you over competitors. To achieve this, understand what makes your brand unique and emphasize those qualities to create a distinctive identity and establish a differentiated position in your niche. This will increase brand awareness, attract new customers, and boost overall engagement and loyalty.

Facebook is a fantastic example of a corporation that differentiated itself by rebranding. Although it has long been one of the most popular social media platforms worldwide, it has become even more well-known for innovation in AR/VR because of Meta.

3. Expanding Brand Offering

When a business expands beyond its initial offerings, rebranding effectively communicates this diversification to stakeholders and updates brand image and messaging to reflect the broader range of its products or services. This involves refreshing the brand identity, messaging, and visual elements to create a cohesive and consistent image that resonates with existing and potential customers.

Victoria’s Secret is an example of a brand that expanded its offering and rebranded as VS Collective to introduce changes and new product lines to its audience.

4. Staying Relevant

Consumer preferences and cultural dynamics change with the times. Legacy brands may find themselves becoming passe or irrelevant to newer generations if they don’t adjust to these changing needs and values.

Rebranding ensures companies can adapt and align with these important developments, thus appealing to a broader audience, including younger demographics just coming into their purchasing power. This may involve updating the brand's visual identity (logo and imagery), repositioning its messaging, launching relevant social media campaigns, and embracing new technologies and platforms.

5. Repairing Brand Reputation

Brands face crises that can significantly damage their reputation. In such situations, a rebranding strategy can demonstrate to stakeholders that the company has transformed and is no longer the same entity that made those mistakes. A brand refresh can help rebuild trust and confidence, creating distance from the negative associations of the past and presenting a fresh identity that reflects positive change.

However, rebranding, as a response to a crisis, involves more than just simple changes in visual identity. It requires a comprehensive approach to address underlying issues and realign the brand's values and actions with its audience. This type of rebranding must focus on trust, transparency, and a renewed dedication to its stakeholders' and audience’s interests.

Why Is Rebranding Necessary?

  1. To Reflect the Company's Long-term Goals
  2. To Stand Out Among Its Competitors
  3. To Give the Brand a New Look
  4. To Refresh the Brand's Character

What other concerns can motivate a rebrand?

To Reflect the Company's Long-term Goals

Your business doesn't have to be decades old to need a rebrand. Markets are unpredictable and many things could happen to trigger changes in your branding.

Rebranding can be prompted if your operations have outgrown your initial mission and vision for the company and you have new internal goals. This can also apply to businesses undergoing mergers and acquisitions. With new management and staff restructuring, rebranding may be needed to adjust to the internal change.

Your company can also rebrand if a market repositioning is in order. New products or services targeted toward new audiences will need a fresh brand identity.

To Stand Out Among Its Competitors

To catch your audience's attention and upstage the competition, investing in your brand is the way to go. Once you establish what sets you apart from your competitors, this will guide your long-term goals. Progress through these introspective steps can inform your branding choices and establish how you can uniquely serve your customers to distinguish yourself in the market.

To Give the Brand a New Look

Even a simple update to your visuals can do wonders to renew your brand. Simply changing your logo, website design, graphics, and social media feed can revive interest in your business. Long-time customers will be curious to learn more about the transformation and what you’ve changed.

However, make sure to keep the aspects of your brand your customers like to demonstrate your loyalty and appreciation for their feedback. You can also address these changes directly and put forward your intentions for making them.

To Refresh the Brand's Character

Rebranding is the go-to strategy to redirect attention from a business blunder to a better path. This is important for brands that may have been established under different circumstances but are no longer acceptable to today's standards.

Facebook’s shift to Meta has driven a wider acceptance for rebranding. As a massive corporation, it was an unconventional step to change what almost 3 billion users are familiar with to realign with their new company's goals. This was also an effort to shift attention from the political controversies it faced in recent years.

Another example is Weight Watchers. The brand experienced significant success after realigning its values, refreshing its visual identity, and eventually receiving an endorsement from Oprah.

Ideally, your company should not experience such negative circumstances, but a rebranding is a good way to acknowledge your limitations and make explicit efforts to do better moving forward.

How To Know if You're Crafting Good or Bad Branding?

Branding should connect your business with its primary audience. As you craft a brand that communicates your identity and unique proposition, you should also address your customers' needs and why you're the solution to their problems. This is the first step to building a long-term relationship with your audience.

Good branding follows this initial impression with a quality service that satisfies the customer’s needs. In contrast, bad branding is when your messaging is disingenuous, and you can't deliver what you promised to serve your audience.

Additionally, the purpose behind rebranding should be more than surface-level business aesthetics. Consider what is truly important to your business and determine how you can improve your brand to resonate better with your audience and provide satisfactory services. It takes considerable introspection and knowing the ins and outs of what you would like to achieve in the long run.

Without a close look at your business, its purpose, and long-term goals, you will have critical gaps in your rebranding strategy, leading to changes that won’t resonate with discerning consumers.

Top 5 Successful Business Rebranding Examples

  1. Facebook/Meta
  2. Victoria’s Secret
  3. Dunkin’ Donuts
  4. LEGO
  5. Old Spice

Here are five examples of how to rebrand a company:

1. Facebook/Meta

5 business rebranding graphics by Meta, each with a new logo and name. The middle graphic says “This future will be made by all of us
[Source: Meta]

In 2021, Facebook announced a change in its vision and rebranded as Meta. Primarily a social media platform, the company expanded its activities and started developing Metaverse, powered by virtual and augmented reality. The name change, new logo, and new website demonstrated changes to the company’s priorities and long-term goals.

This rebrand was initially met with skepticism by the public, as the concept of Metaverse was in its infancy. However, this new alignment with future tech trends (AR/VR and AI) has led to significant improvements for the brand: over 40 million young adults are daily active users of the platform in 2024, a three-year high.

2. Victoria’s Secret/The VS Collective

A collage of black and white photos of Victoria's Secret’s new brand ambassadors and the VS Collective logo: Adut Akech, Amanda de Cadenet, Eileen Gu, Megan Rapinoe, Paloma Elsesser, Priyanka Chopra Jonas, Valentina Sampaio
[Source: PR Newswire]

The women's lingerie brand has been known for decades for its beautiful supermodels called “angels.” In 2021, a rebrand led to a more diverse and inclusive identity. They gathered a group of ten women with different body shapes, ages, and ethnicities and called it VS Collective. With this rebranding, Victoria’s Secret ensured customers that its offerings are made for all women, not just the young and slim. Today, the company creates programs, products, and content that inspire and celebrate all women worldwide.

These new brand ambassadors have modernized Victoria’s Secret’s overall image, with its new personalities and commitment to inclusivity bringing in a broader audience. Its sales increased from 5.4 billion in 2020 to 6.7 billion in 2021, with average sales per store at a three-year high.

3. Dunkin’ Donuts/Dunkin’

Examples of Dunkin’ business rebranding painted on a brick wall: its pink and orange logo along with photos of food and beverages
[Source: Dunkin’]

With a focus shift to beverages and a cutting-edge mobile ordering system, Dunkin’ Donuts downsized its name to just Dunkin’. The company redesigned its logo, updated product packaging, remodeled stores, and ensured its brand message remained consistent across all advertising and marketing channels.

This rebranding updated the customer experience while honoring its long history. Since the change was announced in September 2018, DNKN’s stock price almost doubled from 61.34 to 106.48 in October 2020. In December 2020, the company was acquired by Inspire Brands for $11.3 billion.

4. LEGO

LEGO poster on a brick building, featuring its iconic products: a LEGO dinosaur and minifig.
[Source: LEGO]

With the popularity of computer games in the mid-2000s, LEGO’s plastic bricks could not compete. It faced financial difficulties and lost a significant part of its target audience: children. Luckily, the brand recognized the need for a transformation.

LEGO introduced digital channels to engage entire families and expanded the LEGO program beyond just building blocks by creating movies and LEGO-themed entertainment venues. In 2014, the LEGO movie grossed more than $400 million at the box office, reaching new audiences and connecting with customers all over the world. Thanks to this rebranding, LEGO is at its peak of popularity again.

5. Old Spice

Something as mundane as a deodorant can be interesting and fun; Old Spice has proven that. In 2011, the company hired NFL player Isaiah Mustafa and created a series of commercials that changed people's perception of the brand. The message was clear: when a man uses Old Spice, he can feel more confident and smell great. The advertisement went viral and caught millions of people’s attention.

Although Old Spice didn't change its logo, the new slogan, "Anything is possible when your man smells like Old Spice and not a lady," engaged men with its portrayal of confidence and masculinity. As a result of its rebranding, Old Spice regained popularity and became a go-to choice for many.

3 Failed Rebranding Examples

  1. Leeds United
  2. Mastercard
  3. GAP

These failed rebrands should serve as an important lesson for marketers:

1. Leeds United

Leeds United
[Source: Leeds United]

To celebrate its centenary, Leeds United changed its club crest for the first time in 16 years in 2018. Despite six months of research and consulting 10,000 fans, the redesign was met with massive backlash from fans and the public. The new logo had no true connection to the previous one and had little to do with the club’s rich history. 77,000 fans signed an online petition that pushed the club to abandon the rebrand.

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2. Mastercard

Mastercard
[Source: Mastercard]

In 2006, Mastercard spent $1.5 million on a new logo design featuring a third circle on top of its iconic overlapping red and yellow circles. It was meant to be a modern spin on the original but was met with criticism for interfering with the brand’s established identity.

Because of the backlash, the new logo was used for corporate communications and was removed from its public products.

3. GAP

The Branding Journal
[Source: The Branding Journal]

In an attempt to modernize its image, the clothing brand unveiled a new logo featuring “Gap” in plain Helvetica font and a small blue gradient box in the corner. It was criticized heavily by branding professionals and general audiences, as it was a bland — and ultimately unnecessary — departure from its iconic identity. In just a few days, the brand went back to its original logo.

10 Best Rebranding Agencies To Help Grow Your Business in 2024

  1. 411Writers
  2. Robyn & Robyn
  3. BrandLume
  4. MSLK
  5. Hyland Graphic Design & Advertising
  6. Public Advertising Agency, Inc.
  7. Studio Seagraves
  8. Click Leaders
  9. Huckleberry Branding
  10. Toud

Digital marketing has changed dramatically in the past few years. Modern consumers expect brands to provide them with a seamless experience across multiple channels. You need a team that understands how audiences interact with brands to create something extraordinary for them.

When rebranding your business and giving it the boost it needs, these agencies can help you yield the best results:

1. 411Writers

411Writers
[Source: 411Writers]
  • Location: 101 Convention Center Dr #900, Downtown, NV 89109, United States, Las Vegas, Nevada 89109, United States
  • Average Hourly Rate: Inquire
  • Expertise: Digital Marketing, SEO, Content Marketing, eCommerce Marketing

Rebranding means reinvention, and you need a professional agency that understands your business and industry to create the right message and deliver engaging content. You need one that can turn ideas into a thousand words, like 411Writers.

With over 80 in-house writers specializing in writing for 389 different industries, this branding firm provides businesses with quality website content at a price suited to your budget. The team understands that every business is unique, so there is no one-size-fits-all solution. That's why they offer personalized approaches to every project while maintaining high standards of corporate writing.

All you need to do is dictate your price, choose your writer, pitch your idea, and watch 411Writers do their magic to refine your brand’s identity.

Notable 411Writers clients include Patrick Mara, David Lester, and Teresa Compton.

2. Robyn & Robyn

Robyn & Robyn
[Source: Robyn & Robyn]
  • Location: PO Box 235, Laguna Beach, California 92652, United States
  • Average Hourly Rate: $250/hr
  • Expertise: 360° Digital Services, Branding, Logo Design, Content Design, Brand Strategy

Specializing in bespoke branding, Robyn & Robyn takes care of its clients from start to finish. By intertwining creativity and innovation, getting to know its clients personally, and honing its talents in branding, the agency has developed a seamless process for those looking to build a long-standing, recognizable brand.

Robyn & Robyn also collaborates with vetted PR agencies, consulting firms, creative professionals, and its in-house marketing team to deliver outstanding products.

Notable Robyn & Robyn clients include Norman Covan, Stand for Vets, Holcom Petersen, Lee Mintz, and Conectrix.

3. BrandLume

BrandLume
[Source: BrandLume]
  • Location: 91 Oxford Street, Toronto, M5T 1P2, Canada
  • Average Hourly Rate: Inquire
  • Expertise: Branding, Complete Brand Identity Design, Digital Marketing

It’s no easy feat retaining 96% of your global clients, but BrandLume seems to pull it off effortlessly. The self-proclaimed “Amazon of Agencies” provides many services to cover all your branding needs, from web development to SEO, package design, and public relations; there truly is no end to this one-stop shop!

Clients aren’t tied to long-term contracts and can enjoy upfront, wholesale prices. With 6,400 clients and over 400 agencies on the roster, anyone can expect world-class support throughout their projects.

Notable BrandLume clients include CarHub, Spirit of Math, Laser4Less, and CladCan.

4. MSLK

MSLK
[Source: MSLK]
  • Location: 23-23 33rd Rd., Long Island City, New York 11106, United States
  • Average Hourly Rate: Inquire
  • Expertise: Brand Strategy, Logo Design, Web and Digital Design, Packaging Design

MSLK is a branding agency that specializes in helping beauty brands find their voice in today's crowded market. It crafts a unified message through 360° brand positioning, from overall strategy to brand identity, packaging, retail experience, websites, social media campaigns, and sales.

The agency’s strategic process and consumer insights turn the subjective creative process into an objective one, producing award-winning, attention-grabbing, and revenue-generating results. Every service plan is custom-tailored to client needs and complements the client's in-house capabilities.

Notable MSLK clients include Chanel, Maybelline, African Pride, and Joico.

5. Hyland Graphics Design & Advertising

Hyland Graphics Design & Advertising
[Source: Hyland Graphics Design & Advertising]
  • Location: 321 Lincoln Ave, Downingtown, Pennsylvania 19335, United States
  • Average Hourly Rate: $95/hr
  • Expertise: Branding, Digital Marketing, Logo Design, Video Production

With Hyland Graphics, clients feel like they have an in-house designer always on call. Clients are like family, whose projects are treated with the respect and time-sensitivity they deserve. Its professional staff delivers dynamic designs, affordable pricing, excellent customer service, and quick turnaround times. The agency prides itself on being easily accessible to its clients.

Notable Hyland Graphics clients include Coca-Cola, Jeep, Penske Trucks, and Discovery Channel.

6. Public

Public
[Source: Public]
  • Location: 32823 Temecula Parkway, Temecula, California 92592, United States
  • Average Hourly Rate: Inquire
  • Expertise: Branding, Advertising, Web Design, Digital Marketing, SEO

Public is a leading provider of branding, print design, advertising, web design, digital marketing, and SEO services. Founded in 2004 and based in California, its team of experienced professionals is dedicated to helping businesses achieve branding goals through innovative and effective solutions.

As an award-winning agency, Public is committed to challenging itself and pushing the boundaries of its craft to provide clients with the best possible results. Whether you want to increase your brand visibility, improve your marketing efforts, or boost your online presence, Public has the expertise and experience needed to help you succeed.

Notable Public clients include the Riverside Convention & Visitors Bureau, Morongo Casino, and Shannon Messenger.

7. Studio Seagraves

Studio Seagraves
[Source: Studio Seagraves]
  • Location: Wild Horse Village, St. Louis, Missouri 63017, United States
  • Average Hourly Rate: $225/hr
  • Expertise: Branding, Ad Design, Graphic Design, Web Design and Development, Shopify

Studio Seagraves elevates brands and creates beautiful, engaging products and websites. With over 20 years of experience in the fashion industry, founder Amber Seagraves and her team have the expertise needed to bring your branding, product design, web design, website development, and UI/UX design projects to life.

Based in St. Louis, Missouri, with remote offices in Los Angeles and Vancouver, Studio Seagraves is committed to delivering high-quality results that exceed client expectations. Whether you're looking to build a new brand from the ground up or revamp an existing one with a fresh look and feel, Studio Seagraves is here to help.

Notable Studio Seagraves clients include Comerford Collection, Lovely Bird, and Ritualene.

8. Click Leaders

Click Leaders
[Source: Click Leaders]
  • Location: Aleja NajÅ›wiÄ™tszej Maryi Panny 12d, CzÄ™stochowa, 42-202, Poland
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, eCommerce, Digital Marketing, Social Media, Full-Service Digital

Click Leaders has been helping businesses rebrand since 2016. The agency knows how important it is to have an online presence that represents your brand perfectly, so it offers comprehensive services designed with your needs in mind. Moreover, its process is transparent, so you know what's happening from pre-production to testing, launch, and post-production.

And when it's time to get down to business, the team is efficient, active, and quick. That's why Click Leaders reaches an average of 37% growth revenue for its clients.

Notable Click Leaders clients include Proshape, ImmunoLab, Mobisoft, and Oko Trendy.

9. Huckleberry Branding

Huckleberry Branding
[Source: Huckleberry Branding]
  • Location: 5211 Granny White Pike, Nashville, Tennessee 37220, United States
  • Average Hourly Rate: $150/hr
  • Expertise: Graphic Design, Web Design and Development, SEO

Nashville-based Huckleberry Branding prides itself on its ability to transform brands and businesses with its expert, full-stack services since opening its doors in 2013. The agency offers brand development, digital marketing, creative design, and web design services and helps clients find their unique voices to stand out.

In their own words, “What you get from Huckleberry Branding is much more than just a logo or a website. What you get from us is peace of mind that you are making a longstanding investment in the growth of your business for years to come.”

Notable Huckleberry Branding clients include HCA Healthcare, XMI, Jumpstart Foundry, and Tennessee Whiskey Trail.

10. Toud

Toud
[Source: Toud]
  • Location: Mihai Eminescu Street, Arges, 117799, Romania
  • Average Hourly Rate: $60/hr
  • Expertise: Branding, Digital Marketing, Web Design, UI/UX Design, Graphic Design

Toud has worked with top brands to create dynamic branding solutions that truly set them apart. It is a highly respected agency with an award-winning team of professionals dedicated to helping your brand succeed. So, if you're looking for a branding partner that understands what it takes to stand out in today's competitive landscape, look no further than Toud.

Notable Toud clients include AWS, Mastercard, and Phillips.

Rebranding Takeaways

A rebrand doesn't always have to be motivated by bad press. You can rebrand to better align with your long-term goals, particularly if your operations, audience, and offerings have evolved significantly since starting your business.

Rebranding is an essential marketing strategy when it's time for your brand name, visuals, and attributes to be updated. As you rebrand, focus on your business goals moving forward and how you can better serve your customer base.

Business Rebranding FAQs

1. How much does it cost to rebrand a company?

Rebranding, on average, costs 10% to 20% of your company’s marketing budget. For example, if your marketing budget is $500k, you can expect your rebranding to cost $50k to $100k.

2. How long does it take to rebrand a company?

Rebranding usually lasts between 12 and 18 months. This timeframe encompasses market research, developing a business name, visual elements, messaging, marketing campaigns, and the launch of the new brand.

3. What is the difference between a brand refresh and a rebrand?

A brand refresh involves minor changes to remain relevant to evolving audiences and emerging industry trends. Small tweaks can be made to color palettes, typography, logo, and overall aesthetics within a few days or weeks.

In contrast, a rebrand entails significant changes to the brand’s visual identity and positioning to redefine customer perception. This complete transformation of branding elements takes months to plan and execute.

4. When is a good time to rebrand?

Rebrands often happen when businesses go through big changes with their internal structures or change directions entirely. Consider rebranding if you want to capture new audiences with modern aesthetics or launch a slate of new offerings. Businesses with negative reputations can rebrand for a fresh start.

5. What should businesses consider before rebranding?

Important elements to consider before rebranding include your company’s long-term goals, mission and vision, current and target audience perception, competitors, costs, available resources, and trademark issues. Create a detailed plan for every step of your rebranding, from planning to rollout.

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