There are all kinds of reasons why a business might choose to rebrand. It might be in response to a negative public perception, perhaps a merger or because of new management, or simply because the old logo and branding are showing their age. Whatever the reason, it’s a big decision for your company, and one that shouldn’t be rushed. Here are some tips for planning a rebrand:

Don’t throw the baby out with the bathwater 

Consider what is still working for you. Your logo might be working, for instance, but the colour might not. Starbucks is an excellent example of honing in on the most significant aspects of your brand. You may wish to hold focus groups to find out what the most recognisable aspects of your logo are and which have the most positive connotations.


Or does your brand need a total overhaul? 

If you’re totally reinventing your image, products or tone, you may need to both re-design your logo and branding, but also to advertise it in an eye-catching way. Consider McDonald’s. In the 2000s, it got hit big-time over its status as the world’s biggest fast food provider and the health implications that created. McDonald’s realised it would need an image change, and so its new branding responded to peoples’ concerns about health, creating a whole new line of products and advertising that de-emphasised the golden arches, and threw the spotlight on its new range of salads.


In Chicago, for example, thousands of heads of lettuce were planted on a billboard to spell out the words “Fresh Salads”, in a campaign that generated buzz on the internet as well as on the streets.

Is a rebrand really needed?

It’s worth remembering that rebranding can sometimes take just as long as creating a brand from scratch, especially when a large number of stakeholders are actively involved. Recently, Yell paid several top-level branding consultants to come up with a new name. They spent five months weighing up 60 different names, before settling on “hibu” – a name which Yell chief executive, Mike Pocock, declared as “just a word” with no real meaning!


There have also been many cases where a rebrand has been met with customer backlash, such as the Gap’s logo rebrand in 2010.

Speak to a branding agency

If a complete brand overhaul is needed, then it’s often wise to leave it to the experts. A branding agency will be able to distill the elements of your existing brand image and decide what should stay and what should go. They should aim to create the visual identity that best reflects your brands beliefs and implement it across a range of media, from your website to business cards and marketing collateral. Taking the time to research and test your market’s responses to your new design will be key to a successful rebranding.