Sooner or later, many businesses feel that their brand "just isn't us any more". The logo looks dated, the colours change from one piece of material to the next, the name no longer says what you do. Is it time for a rebrand? Sometimes, yes. Sometimes far less will do.
Refresh or rebrand: what's the difference?
A refresh updates the look of your brand without changing its identity: a redrawn logo, cleaner colours, more legible typefaces. People who know you still recognise you straight away.
A rebrand changes something deeper: your positioning, your message, sometimes your name. It's what you do when the business itself has genuinely changed and the brand needs to catch up.
When you really need one
- Your customers or market have changed: for example, you've moved from selling to consumers to selling to businesses.
- You've added services that your current name or brand gives no hint of.
- There's been a merger, a change of ownership or a major move.
- Your brand is easily confused with a competitor's, or there are problems registering it.
- Your current brand doesn't work on today's channels: it's illegible at small sizes, or impossible to use as a profile picture.
When you don't
- You're simply tired of looking at your logo: your customers see it far less often than you do.
- Sales are falling for reasons that have nothing to do with your image, such as pricing, service or competition.
- The real problem is inconsistency, with your logo used in ten different versions. Here, a set of brand guidelines and a bit of tidying up will do the job.
How to do it without losing customers
1. Start from what works
Ask your customers how they'd describe you and why they choose you. Whatever they value should stay, in the new brand too.
2. Decide what changes and what stays
A colour, a shape or a word can act as a bridge between old and new. It keeps the transition recognisable.
3. List everything that needs updating
Signage, website, social media, Google Business Profile, business cards, email signature, invoices, company vehicles, uniforms, packaging. The list is always longer than you expect, so write it down first.
4. Explain the change
Tell your customers why you're changing and what's staying the same. A post, an email, a sign in the shop: that way the rebrand becomes a chance to get noticed rather than a moment of confusion.
5. Switch everything over at the same time
Having the old and new brands side by side for months confuses people. Plan the switch and complete it within a short window.
6. Protect the work you've done online
If you change your name or your website's domain, set up redirects from the old pages to the new ones and update your Google Business Profile. That way you won't lose the search rankings you've built up over time.
What you end up with
A good branding project finishes with a set of brand guidelines: your logo in all its versions, colours, typefaces, usage rules and examples. It's what allows anyone who works with you, from the designer to the printer, to use your brand the right way every time.
Frequently asked questions
How long does a rebrand take?
It depends on how deep the change goes and how much material needs updating. A logo refresh is much quicker than a change of name with a new strategy.
Will I risk losing loyal customers?
The risk is lower if you keep the most recognisable elements and explain the change. Loyal customers stay for the service, not for the logo.
Do I need to register the new brand?
It's wise to check first that the name and brand are available and, if they matter to your business, to register them as trade marks. For this you'll need advice from a specialist.
If you're thinking about a new brand or a refresh, you can see how we work on our Branding page.
