Why Your Company Needs a Rebrand!


Brands are the face of a business, and they need to be kept up-to-date if they want to remain relevant. There are times when brands become outdated or ineffective, leading to the need for a rebranding strategy. 

Rebranding can come in many forms, from small changes, such as updating logos or slogans, to larger initiatives, such aschanging the company’s core values or mission statement. 

In this article, we will explore why companies might decide that it’s time for a rebrand and how this process can be handled carefully and strategically. Using an expert branding agency London is an ideal option, thanks to their experience and expertise.

Changing Business Goals and Strategy

In today’s fast-paced business world, companies need to adapt quickly to changing market conditions and emerging trends. As a result, their business goals and strategies may also need to evolve over time. This is where rebranding can be an effective tool for companies to communicate these changes to their customers and stakeholders.

Rebranding involves a strategic overhaul of a company’s visual identity, messaging, and positioning in the market. This process can help a company better align its branding with its current business goals and strategy.

For example, Under Armor ran a rebranding campaign recently to target a new customer demographic, to differentiate itself from competitors, or to reposition itself in the online marketplace.

Rebranding can also help a company stay relevant in a rapidly changing market. For instance, as technology advances, companies may need to shift their focus from traditional brick-and-mortar sales channels to digital sales channels. Rebranding can help signal this shift to customers and stakeholders and reposition the company as a leader in the digital space.

A well-executed rebranding effort can also help a company gain a competitive advantage. By clearly communicating its updated business goals and strategy through its branding, a company can differentiate itself from its competitors and build stronger customer loyalty.

Repositioning the Business

Repositioning in the market is another key reason why a company may consider rebranding. It involves changing how a company is perceived and altering its target audience to improve its competitive position.

There are many reasons why a company may find itself in this situation, and that can include changes in the market, evolving consumer tastes, new competitors, or a shift in a company’s core business.

By updating its visual identity, messaging, and positioning, a company can differentiate itself from its competitors and better communicate its unique value proposition to customers.

It can also help a company expand its customer base. For instance, a company may rebrand to appeal to a new demographic, such as a younger or more diverse audience. This can help the company tap into new markets and drive growth.

Updating Brand Image and Perception

Updating brand image and perception is another important reason why a company may consider rebranding. These elements are critical to its success in the market, with a strong brand image creating a positive association with customers and building brand loyalty. Conversely, a weak or negative brand image can harm a company’s reputation and hurt its bottom line.

Updating the brand image and perception can involve a range of changes to a company’s visual identity, messaging, and positioning. For example, a company may choose to modernize its logo, change its color scheme, or update its tagline to better reflect its brand values and personality.

Rebranding can also help a company keep up with changing consumer trends and preferences. For instance, a company may need to update its brand image to appeal to younger consumers who prioritize sustainability or social responsibility. This can also be a way for a company to recover from a negative public perception or crisis. By rebranding, a company can signal a fresh start and communicate its commitment to change.

Mergers and Acquisitions

Mergers and acquisitions (M&A) are another reason why a company may consider rebranding. When two companies merge or one company acquires another, there may be a need to create a new brand identity that reflects the combined strengths and values of both companies.

Rebranding after an M&A can help create a sense of unity and shared vision among employees and customers of both companies. It can also help to eliminate confusion in the marketplace and make it clear that the two companies are now working together. It can also help a company differentiate itself from its competitors.

For example, a company may choose to rebrand to emphasize its new capabilities or expand its target audience. By rebranding, a company can signal to the market that it is now stronger and better positioned for growth.

A well-executed rebranding effort after an M&A can also help preserve the legacy and reputation of both companies. By creating a new brand identity that incorporates elements from both companies, a company can honor the past while looking toward the future.

Legal and Ethical Issues

Legal and ethical issues can also be a reason why a company may consider rebranding. A company’s brand identity can be impacted by legal or ethical issues, such as a product recall, a lawsuit, or a scandal involving company leadership. In some cases, rebranding can be necessary to distance the company from the negative associations of the past.

Rebranding can also be a way for a company to address ethical concerns and demonstrate a commitment to responsible business practices. For example, a company may rebrand to emphasize its commitment to sustainability or to promote diversity and inclusion.

Another legal reason why a company may need to rebrand is if its current brand identity is from infringing on the intellectual property rights of another company. In such cases, rebranding can be necessary to avoid costly legal battles.

Rebranding for legal or ethical reasons can be challenging, as it requires a delicate balance between acknowledging past issues and signaling a commitment to change. It is important for a company to be transparent about the reasons for rebranding and to communicate its values and goals clearly to customers and stakeholders.

One example of a company that successfully rebranded to address legal and ethical concerns is Tylenol. In the 1980s, Tylenol faced a major crisis when several people died after taking tainted Tylenol capsules. Tylenol’s parent company, Johnson & Johnson, responded by immediately recalling all Tylenol products and introducing tamper-resistant packaging.

The company also embarked on a rebranding effort that emphasized its commitment to safety and quality. The rebranding effort was successful, and Tylenol was able to regain its position as a leading pain relief brand.


In conclusion, there are several reasons why a company may consider rebranding, from changing business goals and strategy to repositioning in the market and legal and ethical issues. 

However, rebranding is a significant undertaking that requires careful consideration and planning. A successful rebranding effort should be based on a thorough understanding of a company’s brand identity, target audience, and market positioning. It should also involve clear communication with customers and stakeholders to ensure that the new brand identity resonates with them.

Overall, rebranding can be a powerful tool for companies looking to stay competitive, address challenges, and achieve growth. By taking the time to evaluate their brand identity and consider the potential benefits of rebranding, companies can position themselves for success in the ever-evolving marketplace.

Article and permission to publish here provided by Ellie Griffin. Originally written for Supply Chain Game Changer and published on May 25, 2023.

Image by Brimbus Production Pvt Ltd from Pixabay