Rebranding is a strategic step for any company looking to adapt to market changes, reposition its image, or address new challenges. However, not all rebranding strategies are equal. When should a change be considered, and what approach should be taken?
Why consider a rebranding?
Rebranding is not a decision to be taken lightly. It involves costs, risks, and sometimes a radical transformation of a company’s identity. Here are the main reasons that drive brands to take the first step:
- Market evolution and changing customer expectations: A company must adapt to new trends and consumer preferences.
- Modernizing an outdated image: An obsolete visual identity can harm the brand’s perception.
- Merger or acquisition: When two companies merge, a rebranding may be necessary to align their identities.
- Shift in positioning: If the company moves toward a new market segment, a brand overhaul may be required.
- Crisis management or bad reputation: A rebranding can help distance the company from a negative image.
Different rebranding strategies
1. Partial rebranding: strategic adjustment
This type of rebranding involves refreshing certain elements of the brand without changing its essence.
When to use?
- When the brand image is still relevant but needs a facelift.
- To adjust positioning without disturbing existing recognition.
Possible actions:
- Revamping of logo and graphic charter.
- Up-to-date key messages and communication tone.
- Minor redesign of website and marketing materials.
Example: Walmart has slightly redesigned its 2025 logo for a sleeker look while retaining its recognizable identity.
2. Total rebranding: an in-depth transformation
A complete makeover involves a radical restructuring of the brand’s identity, positioning and sometimes even its name.
When to use?
- When the company undergoes a major transformation (merger, change of offering, strategic shift).
- In the event of an image crisis requiring a clean break with the past.
Possible actions:
- Change of name and slogan.
- Total redesign of logo, colors and visuals.
- New communications and marketing strategy.
- Brand relaunch with a new core value proposition.
Example: Jaguar has completely reinvented its world and branding to keep pace with the electric revolution.
3. Evolutionary rebranding: gradual transformation
This type of rebranding is carried out in stages, smoothly and without abrupt interruption.
When to use?
- When the company wants to avoid upsetting existing customers.
- To gradually adapt the brand image to new expectations.
Possible actions:
- Progressive deployment of a new visual identity.
- Evolution of messaging and user experience.
- Progressive adjustments to communication channels.
Example: Airbnb and the English Premier League have gradually modified their identity and user experience, integrating new visual and narrative elements to reflect their positioning.
How to rebrand successfully?
Regardless of the strategy adopted, certain steps are essential to the success of a rebranding campaign:
- Conduct a brand audit: identify current strengths and weaknesses and define areas for improvement.
- Analyze market expectations: gather customer insights and study trends.
- Define clear objectives: know why and how to transform the brand.
- Involve stakeholders: include employees, partners and customers in the process.
- Test and adjust: roll out gradually to avoid sudden rejection.
- Communicate effectively: announce change in a transparent and engaging way.
In conclusion
Rebranding can be a powerful lever for growth and adaptation, provided it is well thought-out and strategically executed. Whether it’s a subtle adjustment or a radical transformation, the important thing is to ensure a smooth transition and a strong adherence on the part of customers and stakeholders.
If you’re considering a rebranding to reposition your business, feel free to explore our case studies and contact our experts for an in-depth analysis.
