Pros and Cons of Rebranding

Rebranding is the process of changing the name, logo, design, or strategy of a company or organization to create a new or different identity in the market. Rebranding can be a powerful way to revitalize your brand, attract new customers, and stand out from the competition. But rebranding is not a decision that should be taken lightly. It can also be costly, risky, and time-consuming. Before you embark on a rebranding journey, you should weigh the pros and cons carefully and make sure you have a clear vision and a solid plan.

What You Need to Know Before You Change Your Brand Identity

blank "hello my name is" stickers on a table with markers

Rebranding is the process of changing the name, logo, design, or strategy of a company or organization to create a new or different identity in the market. Rebranding can be a powerful way to revitalize your brand, attract new customers, and stand out from the competition. But rebranding is not a decision that should be taken lightly. It can also be costly, risky, and time-consuming. Before you embark on a rebranding journey, you should weigh the pros and cons carefully and make sure you have a clear vision and a solid plan.

Here are some of the pros and cons of rebranding that you should consider:

Pros of Rebranding

  • Rebranding can help you reposition your brand in the market. If your current brand identity is outdated, irrelevant, or confusing, rebranding can help you redefine your value proposition, target audience, and competitive advantage. For example, Dunkin’ Donuts rebranded to Dunkin’ in 2018 to emphasize its focus on coffee and beverages.

  • Rebranding can help you expand your brand into new markets or segments. If your current brand identity is too narrow or limiting, rebranding can help you broaden your appeal, diversify your offerings, and reach new customers. For example, Burberry rebranded in 2018 to update its font and monogram and appeal to younger and more diverse consumers.

  • Rebranding can help you recover from a negative reputation or crisis. If your current brand identity is damaged, tarnished, or controversial, rebranding can help you restore trust, credibility, and goodwill among your stakeholders. For example, Uber rebranded in 2019 to improve its image after a series of scandals and lawsuits.

  • Rebranding can help you differentiate your brand from the competition. If your current brand identity is too generic, bland, or similar to others, rebranding can help you create a distinctive, memorable, and unique identity that sets you apart from the crowd. For example, Slack rebranded in 2019 to change its logo from a hashtag to a four-color pinwheel.

Cons of Rebranding

  • Rebranding can be expensive. Rebranding involves not only changing your name or logo, but also updating your website, social media, marketing materials, packaging, signage, and more.

  • Rebranding can be risky. Rebranding involves changing the perception and association that your customers have with your brand. If done poorly or without proper research and testing, rebranding can alienate your existing customers, confuse your potential customers, or backfire in the public opinion. For example, Gap rebranded in 2010 to change its logo from a blue box to a white box with a gradient, but faced a backlash from customers and critics who hated the new design.

  • Rebranding can be time-consuming. Rebranding involves not only designing a new identity, but also implementing it across all touchpoints and communicating it to all stakeholders. This can take months or even years to complete successfully. For example, the Washington pro football team rebranded from the Washington Redskins to the Washington Commanders in 2023 after nearly 18 months of research and consultation.

  • Rebranding can be complicated by trademark issues. Trademark is the legal protection that prevents others from using your name, logo, or slogan without your permission. If you want to rebrand, you need to make sure that your new identity does not infringe on any existing trademarks in your industry or geographic area. You also need to register your new trademark with the appropriate authorities and enforce it against any potential infringers. This can be a complex and lengthy process that requires professional assistance.

How to Rebrand Successfully

If you decide that rebranding is the right move for your company or organization, here are some tips to help you do it successfully:

  • Have a clear vision and strategy for your rebranding. Know why you want to rebrand, what you want to achieve with it, and how you want to measure its success.

  • Do your research and testing before you launch your rebranding. Understand your market, competitors, customers, and stakeholders. Explore different options for your new identity and test them with your target audience and get their feedback.

  • Communicate your rebranding effectively and consistently across all channels. Explain the rationale behind your rebranding, the benefits it brings, and the changes it entails. Use a consistent tone, voice, and style to convey your new identity.

  • Monitor and evaluate your rebranding results and make adjustments as needed. Track the impact of your rebranding on your brand awareness, reputation, loyalty, and sales. Listen to the feedback from your customers and stakeholders and address any issues or concerns.

Rebranding can be a rewarding and transformative process for your company or organization, but it can also be a challenging and daunting one. By weighing the pros and cons carefully and following the best practices, you can make sure that your rebranding is a success. Need extra guidance? Contact us for a free consultation!