Rebranding Your Business Guide

Rebranding Your Business Guide
Article by Jelena Relić
Last Updated: April 25, 2023

There are various reasons for an organization to go for a complete rebrand. One of the primary factors is connecting with a larger audience. Rebranding your business is good, especially when there are grounds for rebranding and it is done with the right strategies.

In many cases, types of business branding entail the “rebranding” of companies. Businesses recognize space to grow and innovate new ideas surrounding their public image. Why do companies do this, you may ask? Because it allows them to connect with a broader audience by keeping up with the latest social trends.

Let’s understand what rebranding is and how organizations can rebrand in the best possible way to serve the true purpose of rebranding.

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What Rebranding Your Business Means

Rebranding involves the process of changing the corporate image of a company. It is a market strategy that encompasses several activities such as giving your brand a new name, logo or changing the design of an established brand. The idea or purpose is to create a separate identity for the brand and let it stand out among competitors in the market.

Before considering rebranding your business, you must create a strategy with solid reasoning to motivative people toward this rebranding venture. At the same time, you need to involve your customer base throughout the process constantly.

Rebranding can take multiple forms, from renaming the organization to creating a new business model. But first, let’s start with how to rebrand a company in a few steps using the right strategies.

How To Rebrand a Company?

For organizations considering rebranding, here are some of the most crucial steps to follow:

  1. Decide on a New Identity
  2. Audit the Prospective Changes
  3. Research the Consumers
  4. Turn Employees into Brand Ambassadors
  5. Communicate the New Identity

Step 1. Decide on a New Identity

Ask questions before doing anything drastic. You’re going to want to evaluate your current company identity and make inquiries to both your consumers and employees on how they think you can improve. This information, in the long-run, will be invaluable when creating your strategy. After all, you wouldn’t want to fix something that isn’t broken.

The strategy should be to consider the corporate culture by trying to foresee how the current brand can fit better. It is also the time to lay out the goals and mission statement of the business and repurpose them. These will give a clear picture of what to expect to achieve from the rebranding.

Step 2. Audit the Prospective Changes

Once you have decided to change certain aspects of the brand identity, you need to document these changes more so that the employees are on the same page about the expectations from this new image or identity.

There should be a detailed plan of action in place, which should comprise all that is wrong, how you will fix it and the changes that will accompany it. The best way is to start making a list of all the marketing parts of your business that need updating, such as websites, signs, logos, social media, invoices, and more. Researching your competition can prove to be very helpful in this regard.

Step 3. Research the Consumers

As the brand is already going through subsequent change, it is ideal to look into the customer base and determine if part of overhauling the company is targeting a new market. If this new brand can appeal to a new demographic, the company can get an entire range of loyal customers.

In this way, the overall vibe of your brand will change, automatically boosting business growth. Reaching out to a more extensive consumer base will help your bottom line significantly. The business location, too, will stay fresh and exciting.

Step 4. Turn Employees into Brand Ambassadors

People are a huge part of any organization’s culture and brand identity. Rebranding is an exciting process, and by involving the employees in it, you will excite them too. An example of this is making T-shirts and sweatshirts with the new brand logo. Your employees and clients can wear these to promote your brand.

This is not just a great but also an inexpensive market strategy for businesses going through rebranding.

Step 5. Communicate the New Identity

Before the final launch of the new brand, ensure that all your employees and managers are in sync. They should be comfortable will all the changes that have been made. It is necessary for your team to live up to this new brand identity.

Finally, set an official launch date and communicate the changes via the social media sites, press releases or radio. Ensure your corporate branding initiative is thriving as you convey the new identity to the marketplace.

This scope of communication is the ideal opportunity for you to tell a story of why you wanted to rebrand your business and what you expect to achieve from the changes.

Get connected with the right branding agency for your project.

When To Consider Company Rebranding?

At this point, you may be wondering how one knows that one’s business requires a complete re-brand. Here are a few instances where you may want to consider painting a new face on your company:

  1. Differentiate Yourself From the Competition
  2. Give a New Life to Outdated Branding
  3. Outgrow Poor Reputation
  4. Accelerate Business Evolution

1. Differentiate Yourself From the Competition

Rebranding is essential when your company name is generic enough to sound similar to other businesses. A generic logo also hurts your brand. This becomes even more problematic when you use stock art in your marketing materials that are recognized by everyone.

In such situations, rebranding helps your business showcase everything that makes your brand different and better and, thereby, stand out from the competition.

2. Give a New Life to Outdated Branding

In this age of constant evolution, certain things like a color palette of the 90s or a flash-based website can drag your brand down. Statistics show that color improves brand recognition by 80%.

The solution is rebranding your business.

The smartest and the most successful businesses rebrand because they realize the importance of a good design. Rebranding also becomes necessary when new product lines are added, which customers need to know about.

3. Outgrow Poor Reputation

Sometimes, businesses get trapped in a bad reputation for whatever reason. Rebranding is an effective way to break ties with such a poor reputation and start afresh.

Rebranding enables consumers to see your brand in a new light while also helping you overcome the earlier negative reputation.

4. Accelerate Business Evolution

Often, brands get an opportunity to expand and target a new market. When this happens, it becomes imperative to ensure that prospects and new customers are able to connect with the brand.

Rebranding is crucial to assist an organization in its evolution to a new market or a new stage in business.

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Business Rebranding: Avoiding a Few Common Mistakes

When it comes to rebranding businesses, mistakes are common, too, and organizations need to avoid these to leverage the rebranding process.

  1. Changing the Name without a Reason
  2. Rebranding Only the Website and Logo
  3. Sacrificing Simplicity
  4. Not Having a Brand Style Guide

1. Changing the Name without a Reason

Changing the name of a company is quite a drastic change, and it is better avoided if there is no such reason to do so. Changing a name without fixing the underlying problems will hardly help.

A complete name change is advisable only when it can truly differentiate your business from the competitors. The new name should also tell an interesting story related to your brand.

2. Rebranding Only the Website and Logo

This is another common business rebranding mistake to avoid. While the website and the logo represent the brand, there is much more to a brand than just those. Changing the aesthetics without going deeper is not advisable.

Also, the change in the brand’s logo and website, if at all, should be meaningful and comprehensive for the rebranding to be successful.

3. Sacrificing Simplicity

It is a bad idea and also a mistake to do away with simplicity for the sake of something exciting and appealing. What is instead, a unique combination is simple but not too basic.

The logo of Nike is an excellent example of maintaining the simplicity and appealing quotient of a famous brand.

4. Not Having a Brand Style Guide

It could be a rather costly mistake if a brand undertakes rebranding without a brand style guide in place. The brand style guide is a documentation of how your brand should look in various online and offline channels.

This brand style guide will act as a reference point for your organization during rebranding. Without one, your company will fail to be consistent.

Best Rebranding Agency to Hire in 2022

1. Brand Majors

  • Location: 101 Arch St 8th Floor, Boston, Massachusetts 02110, United States
  • Average Hourly Rate: $150/hr
  • Expertise: eCommerce Development, Website Design, eCommerce Web Design, Digital Marketing, SEO Optimization, Shopify, Legal Digital Marketing, BigCommerce Web Design

Brand Majors is a premium full-service digital marketing agency attracting top talents and promising clients with intelligent, creative, and innovative solutions to reach the right audience across different domains and industries.

Brand Majors provides a wide range of services encompassing digital marketing, SEO, Social Media, Web Design & eCommerce. The company aims to provide clients with customized strategies that uniquely fit their brand, values, goals, and client's requirements. The team works closely with each client in doing so.

Brand Majors believes in building a long-term relationship with the clients in their process of offering the ideal digital strategy. You can submit your RFP to Brand Majors.

2. Brimar Online Marketing

  • Location: 5789 Mission St., San Francisco, California 94112, United States
  • Average Hourly Rate: $50/hr
  • Expertise: Web Design, Web Development, Digital Marketing, SEO

Brimar Online Marketing is an agency that handles their clients' online marketing, web design, social media management, and other requirements.

Their large, well-trained team can provide digital marketing services to any type of company, as well as services in SEO, Social Media Management, Web Design, and Development. As the company itself says, "we have no limits when it comes to increasing your company's sales."

You can check out their web design and development portfolio on the agency's website or DesignRush page for examples of work in which they assisted dozens of entrepreneurs and businesses in reaching their objectives.

3. Cosmico Studios

  • Location: 8395 SW 73RD AVE, Miami, Florida 33143, United States
  • Average Hourly Rate: $50/hr
  • Expertise: Web Design, Small Business Web Development, eCommerce Development, Mobile App Development...

Cosmico Studios is a Miami, Florida-based web design and mobile app development firm that offers Web, iOS, and Android app development services to their clients. Their work has earned them an excellent reputation among clients for our impeccable customer service and cutting-edge industry expertise.

The agency uses the following technologies to accommodate any customer requirements: Backend: PHP, JavaScript; Frontend: React, Angular, Laravel; Mobile: React Native, Kotlin, Swift; DevOps: AWS, Docker; Web Development: WordPress, WebFlow, Shopify, Magento.

4. Digital Systems

  • Location: 40 TEESDALE PL, Toronto, M1L1L3, Canada
  • Average Hourly Rate: $25/hr
  • Expertise: Small Business Branding, Graphic Design, Web Design, Digital Marketing...

Digital Systems is a technology-driven professional digital marketing agency that provides business and professional marketing solutions.

Web design and development, website redesign and migration, website maintenance, search engine optimization (SEO), social media marketing (SMM), local business listings (LBL), email marketing, web analytics, open source development, rich media development, graphics design, computer training, and managed IT support are some of the services the agency provides. 

The big amount of company's clients comes from various industries and different markets, demonstrating that Digital Systems is capable of tackling any kind of project.

5. ElephantMark

  • Location: 12203 Clubhouse Drive, Lakewood Ranch, Florida 34202, United States
  • Average Hourly Rate: $125/hr
  • Expertise: Small Business Branding, Branding, Naming, Law Firm Branding...

ElephantMark is a full-service digital marketing agency and branding agency that builds brands "from the ground up by creating unique brand experiences and brand strategies."

The company takes pride in crafting unique brand strategies and helping small and large businesses alike to reach new audiences. Their typical scope of work could include a brand audit, brand naming, brand identity design, a brand strategy manual, a website, signage design, advertising campaigns, and more.

6. Crafted

  • Location: 1450 Lexington Avenue, New York City, New York 10017, United States
  • Average Hourly Rate: $125/hr
  • Expertise: Branding, UI/UX Design, Responsive Website Design, Video Production...

Crafted is frequently acknowledged as one of NYC's best digital design-first firms, creating "beautifully designed experiences and marketing campaigns" for startups and Fortune 100 organizations worldwide.

All of the company's solutions begin with brand research, and all of their work is designed to complement and function with the brand at hand. The emphasis they put is on creative storytelling in order to leverage each brand's full potential.

Crafted is dedicated to providing 360° digital marketing services that help clients develop identities, grow brands, generate interactions, and achieve outcomes. Their team begins by defining the general aim of the brand and giving a comprehensive analysis of content, search engine keywords and competitive analysis.

7. North Star Design Studio LLC

  • Location: 56 Honeycomb Lane, Milford, Connecticut 06460, United States
  • Average Hourly Rate: $150/hr
  • Expertise: Branding, Small Business Branding, Logo Design, Digital Design...

North Star Design Studio helps businesses attract more clients, save time, and enhance their brand with a design approach that begins with a thorough knowledge of the company's systems, structures, processes, market, and long-term goals.

They offer inventive solutions that solve pain issues and fulfill the particular demands of markets. With design solutions uniquely customized to business's goals, the company's project managers, designers, and developers put their expertise and experience to work for their clients. 

North Star Design Studio helps businesses with website design, suggestions, systems, integrations, upgrades, maintenance, SEO, content development, and updated branding.

8. Album Agency

  • Location: 1709 N El Camino Real, San Clemente, California 92672, United States
  • Average Hourly Rate: $180/hr
  • Expertise: Branding, Logo Design, Graphic Design, Business Consulting...

Album Agency is both a branding agency and a brand that has been using creativity and the power of content to help new companies engage and keep customers since 2002. 

Providing a large range of services, from branding, logo design and business consulting to eCommerce development and social media marketing, they have worked with clients in numerous industries, including food and beverage and healthcare.

Some of the most notable clients include Ben & Jerry's, Facebook, Western Digital and Crossover Health.

9. BluePixel

  • Location: Paseo de los tamarindos 218-B, bosques de las lomas, CDMX, Mexico City, 05120, Mexico
  • Average Hourly Rate: $40/hr
  • Expertise: Branding, Creative, Web Design, Responsive Website Design...

BluePixel is a multi-award-winning UX/UI and software development firm. In producing world-class software, they mix a human-centered strategy with the most up-to-date technology stack.

The agency understands that the UX is critical to any branding project as well since it focuses on addressing the demands of the users. Their goal is to generate enjoyable experiences that foster a link between users and a product or brand, hence increasing loyalty and maximizing conversions.

BluePixel employs the most recent technology stack to ensure a wonderful user experience in which everything functions as it should.

10. Qubed Agency

  • Location: Kossuth Lajos nr. 35, Odorheiu Secuiesc, 535600, Romania
  • Average Hourly Rate: $70/hr
  • Expertise: Branding, Logo Design, Graphic Design, Advertising...

Qubed Agency applies approaches from several different business fields to tackle any difficulty their clients face. Their team takes into account each client's specific wants and characteristics to produce unique, custom-made solutions.

In the words of their management, the company "approaches each project's obstacles with the creativity, competence, and experience necessary to effectively provide comfort and calm." The mentality of "your development is our growth" is what drives the agency to provide the finest solutions for any company in any market - particularly in the fields of branding, advertising and design.

11. Cranium Agency

  • Location: 667 Birch Street, Denver, Colorado 80220, United States
  • Average Hourly Rate: $145/hr
  • Expertise: Branding, Advertising, Healthcare Digital Marketing, SEO...

With a very extensive experience in branding, this award-winning creative agency is a marketing and brand consultancy firm that assists businesses in rising above their competition.

Cranium has worked directly with B2B and B2C businesses since 1989 to achieve strong brand awareness, establish a defined market position, and encourage company success. They have assisted several brands in rising above their competitors. Some of these brands include Microsoft, Wells-Fargo, Truven Health Analytics, Dentutopia and others.

12. Mystique Brand Communications

  • Location: 6A-170 The Donway West, Suite 221, Toronto, M3C 2E8, Canada
  • Average Hourly Rate: $135/hr
  • Expertise: Branding, Naming, Small Business Branding, Logo Design...

Mystique Brand Communications is a brand partner that "inspires clients to achieve more" and customers to "fall in love with your brand". With the aim of increasing their clients' profits, the agency helps you find your own brand voice and works with you to make sure it gets heard.

Marketing professionals at this agency provide you with scalable lead generation and retention solutions to enhance long-term success for you and your company.

The agency mainly works with small businesses in the finance and health sectors that want to elevate their brand to the next level.

13. Experia Creative

  • Location: 3103 Falcon Street Suite G, San Diego, California 92103, United States
  • Average Hourly Rate: $90/hr
  • Expertise: Branding, Small Business Branding, Logo Design, Graphic Design...

Experia Creative aims to deliver the experience your customers want from your brand. The agency develops your brand's purpose, defines what your brand stands for in the hearts and minds of customers, and expresses your company's distinctive narrative through web design and graphic design.

Their team employs creativity to investigate new prospects, establish your brand, and grow your business. Their primary services include branding (constructing brands that people can relate to by providing a consistent brand experience), logo design (logos that are adaptable and represent the individuality of your company) and web design (websites made for outcome from e-commerce to informational websites).

14. SOHO Creative Group

  • Location: Lohmühlenstraße 65, Berlin, 12435, Germany
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, 360 degree digital services, Web Design, Graphic Design...

SOHO Creative Group consists of a skilled team of UX/Web Design, Branding, Graphic Design, eCommerce, and WordPress specialists.

The agency takes pleasure in building high-quality, responsive websites, but also in maintaining a pleasant, down-to-earth demeanor with their clients in order to build a relationship of trust and confidence. They are native English and German speakers who are always truthful with our clients looking to elevate their branding to the next level.

15. The Go-To Guy

  • Location: 101, Block A, Sri Brundhavanam, Plot No 25-27, Street #2 PatrikaNagar, Hitech City, Madhapur, Hyderabad, 500081, India
  • Average Hourly Rate: $30/hr
  • Expertise: Branding, Print Design, Package Design, Video Production...

The Go-To Guy creates brand identities and engages customers, online as well as offline.

The agency works with customers from 15+ different sectors and by understanding their particular pain points are able to offer customized tailor-made solutions. They work with startups, SMEs, and large corporations in India and the United States. 

It's an all-round company that offers full-service brand marketing, so clients don't have to juggle different companies to get different services. This provides a single point of contact for delivery and guarantees consistent messaging across channels.

16. Empower Marketing

  • Location: Vantage Point Business Village, Mitcheldean, GL17 0DD, United Kingdom
  • Average Hourly Rate: $50/hr
  • Expertise: Graphic Design, Public Relations, Web Design, Digital Marketing

Empower Marketing is a UK-based marketing agency that covers full marketing and communications solutions at reasonable rates.

The agency promises value for money by maintaining marketing budgets as low as possible to ensure bigger profit margins for clients. They have a long and proven track record, including a rebranding campaign with doubled client turnover and a digital marketing campaign with a 4,000% ROI.

Empower Marketing has helped businesses across different industries, including education, travel, fashion, B2B and IT.

17. Friendly Label

  • Location: Aleea Godeanu 7, bl.19, ap.28, Cluj-Napoca, 400414, Romania
  • Average Hourly Rate: $80/hr
  • Expertise: Graphic Design, Email Marketing, Shopify, WordPress Website Design, Small Business Web Design, Dental Web Design...

Friendly Label is a leading branding, design, and marketing agency based in Romania. This innovative firm has been operating since 2010, serving a wide range of clients worldwide. Friendly Label’s services include everything from web design and graphic design to eCommerce development, package design, email marketing, and print design.

Their impressive portfolio includes Content Frist, H&H Rooftop Bar, The Paint Hub, and numerous other clients who have come to Friendly Label for creative solutions. Friendly Label is a one-stop shop with team members who are experts in their field, offering branding solutions that are highly individualized and extremely effective.

Friendly Label’s goal is to create a unique brand for its clients that stands out in today’s competitive market. Friendly Label offers tailored, performance-driven services and approaches each project flexibly and enthusiastically, bringing fresh ideas and innovative solutions.

18. Frost Creative

  • Location: Unit 3 Saints Barn, Church Lane, Southampton, SO32 2SY, United Kingdom
  • Average Hourly Rate: $100/hr
  • Expertise: Branding, Brand Strategy, Logo Design, Graphic Design, Creative, Mobile App Development, and Digital Marketing.

Frost Creative is dedicated to helping businesses of all sizes become successful and high-performing brands.

Based in Southampton, UK, and founded in 2014, Frost Creative’s team of active, driven partners offers a wide range of services for branding, including strategy development, logo design, graphic design, creative marketing, mobile app development, and digital marketing.

Whether you're looking to revitalize your brand or launch a new one from scratch, Frost Creative is the right choice for you. With its unique blend of practical expertise and creative talent, it can help you craft an engaging brand that truly resonates with your target audience.

Some of Frost Creative’s most notable clients include Iwc, Washco, and Sony.

19. Ideias Frescas

  • Location: Rua de São Luis 60 - 2º Esquerdo, Faro, 8000-285, Portugal
  • Average Hourly Rate: $20/hr
  • Expertise: Branding, Logo Design, Graphic Design, Web Design, eCommerce Development, Website Development, SEO, and PPC.

Ideias Frescas has over 20 years of experience in web design, graphic design, and multimedia; and its team of skilled professionals is ready to take your project from concept to completion.

Located in Faro, Portugal, Ideias Frescas offers a wide range of services including logo design, graphic design, eCommerce development, website development, SEO, and PPC. So, whether you're looking to enhance your brand's image or build an online presence for your business, they have the expertise and creativity to help you succeed.

Some of Ideias Frescas’ clients include Beatrice Music, Jobers, and Sonho a 2.


  • Location: Al. Wojska Polskiego 79, Kalisz, 62800, Poland
  • Average Hourly Rate: $35/hr
  • Expertise: Branding, Naming, Food, and Beverage Branding, Beer Branding, Logo Design, Product Design, Graphic Design, Package Design, and Creative.

FDESIGN is passionate about creating high-quality packaging designs for a wide range of products, from beer and alcohol to cosmetics, food, and dietary supplements.

Its team is made up of highly experienced designers with expertise in branding, logo design, product design, graphic design, and more. They have a state-of-the-art photo studio onsite, as well as affordable printing services for POS materials.

With clients all around the world, FDESIGN prides itself on delivering creative and innovative solutions that meet its clients' unique needs. Whether you need branding assistance or help to develop your product packaging concept into reality, FDESIGN has you covered.

The FDESIGN client portfolio includes Browar Witnica, KWB Adamów, and Biedronka.

Rebranding Your Business Takeaway

Rebranding is an internal process to change the external view of a company. Using the right strategies and identifying the opportunities to carry out a rebranding plan is as necessary as committing to the changes and involving everyone in the business.

The ultimate way to guarantee a successful rebranding of your business is to react to the rebranding needs as and when they arise. Taking the right action then will bring tangible results, such as hiring one of the best branding companies to do the work for you.

We’ll find qualified branding agencies for your project, for free.
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