Why your brand matters
Your brand is much more than a logo or a colour scheme. It’s your business’s identity: the way you communicate, the values you stand for, and the experience you deliver to your customers.
A strong brand can help you stand out from competitors. It can build trust with your audience and even influence their spending – research shows 61% of UK shoppers paid more for a brand they trust in the past year.
And the benefits go beyond keeping customers happy. A well-defined brand can also make hiring easier and more cost-effective – businesses with a strong talent brand have been shown to spend an average of 43% less per LinkedIn hire compared to those without.
Every business has a brand, whether you built it deliberately or not. It’s simply what your customers think of you. The good news? You can shape that perception. And if your brand isn’t doing you justice, a rebrand could be the answer.
What is rebranding?
Rebranding is the process of changing how your business is perceived. This usually involves refining or resetting your positioning, messaging, visual identity, and customer experience so they better match what your business now stands for and where it’s going.
In practice, a rebrand can be a big or small project. At a minimum, you might update your name, logo, or website. Then you could sharpen your value proposition and tone of voice. And for extra impact, you could change how you present your products or services, or align your brand with a new audience or business direction.
A good rebrand makes your business easier to understand, easier to trust, and more consistent across every customer touchpoint. Done well, it can deliver big results – in one case study, a UK professional services firm saw revenue grow by 47% within 12 months of repositioning as a specialist.
When should you consider rebranding your business?
A rebrand isn’t something to take on without good reason. But first impressions count: it takes less than a second for people to form an opinion on your website, and 86% of consumers say they’re more likely to buy from brands that make them feel good. So if your brand no longer reflects who you are or where you’re going, it might be time for a refresh.
Common reasons to consider a rebrand include:
You’ve never put real thought into your branding so it might not be doing you justice
Your business has evolved since you started and your brand no longer fits
Your audience has changed and your brand isn’t connecting with their values
The market has moved on and your brand feels dated
You’re merging with another company and you need a brand that aligns both businesses
There’s a legal or PR reason for the change, such as a trademark conflict or negative association
Which rebranding strategy is right for your business?
There are two main approaches to rebranding: a refresh or a full overhaul. The right choice depends on your goals and where your business is at.
A brand refresh
If your brand is already well-known and respected, a refresh might be all you need. This might involve updating your look and feel to stay current, while keeping the core of what your customers already love.
For example, if a popular local cafe rebranded with a modernised logo and a refreshed colour palette, it could attract a younger audience while keeping its loyal regulars.
A full rebrand
If your business has changed fundamentally – perhaps your values, mission, or audience have shifted – a full rebrand could be the way to go. This would involve a complete makeover, where the new brand may look and feel very different from the old one.
For example, if an established photography business pivoted to focus on digital art and NFTs, a full rebrand could help it appeal to a tech-savvy audience and stand out in a new market.
How to choose your rebranding strategy
If you’re not sure which approach is right for your situation, use the table below to decide.
Question | Strategy |
|---|
Is your brand still relevant, but visually dated or inconsistent? | |
Have your core audience and positioning stayed the same? | |
Do you need to update visuals, tone of voice, or messaging without changing who you are? | |
Has your business changed enough that your current brand no longer reflects what you do? | |
Are you targeting a different audience or market? | |
Have you merged, acquired, renamed, or pivoted? | |
How to rebrand your business
The rebranding process can feel like a big chunk of work, but breaking it down into the following bite-sized steps should make it much more manageable.
1. Define your brand’s vision, mission, and values
Start by revisiting (or creating) your brand’s vision, mission, and values. These are the foundations of your brand and should guide every decision. Ask yourself:
What are we doing? (Your vision)
How are we doing it? (Your mission)
Why are we doing it? (Your values)
For example, a growing plumbing business going through a rebrand might choose the following:
Vision: To be the most trusted plumbing service in the local community, known for reliability and quality
Mission: To provide professional and long-lasting plumbing solutions for homes and businesses across the local area
Values: Reliability, professionalism, and community focus
If your business has evolved since you last thought about these questions, your answers might have too. So make sure your rebrand reflects who you are now and where you’re going.
2. Research your audience and market
A successful rebrand starts with understanding your audience and the market you operate in. To help get a clear picture of who your customers are and what they value, you could speak to them directly or use online surveys as a form of market research. And don’t forget to look at your competitors – what’s working for them and where are the gaps where your business can stand out?
3. Identify what makes you different
A strong rebrand highlights what sets you apart from the competition. So think about what your unique selling point is, and what you offer that no one else can.
For example, a social media consultant might focus on a specific platform like TikTok or LinkedIn to differentiate from generalist social media agencies.
4. Set a budget
Rebranding costs vary widely. You’ll likely need to budget for design, marketing materials, and potentially legal fees if you’re changing your business name. Hiring a branding consultant or agency typically costs anywhere from £3,000 to £10,000 or more, depending on scope. So you’ll need to plan carefully to make sure there’s enough in the bank to cover all your expenses.
Need a hand covering the costs? A business loan could give your rebrand the financial backing it needs.
5. Redesign your brand
Now it’s time for the creative part. Depending on whether you’re refreshing or fully rebranding, and whether you tackle the project internally or hire external help, you might need to think about:
Logo
Colour palettes
Typography
Imagery
Positioning
Messaging
Customer experience
Remember, each element should align with your vision, mission, and values that you set earlier. And importantly, it should resonate with your target audience.
6. Launch your new brand
The point of rebranding is to make an impact, so you’ll want people to know about it when it arrives. This includes your existing customers, your broader target audience, and even local or industry press.
A successful launch starts with your team. Share the new brand internally first so everyone understands the story and can represent it well, whether they’re in customer-facing roles or creating marketing material.
Once your team’s up to speed, create a plan to roll it out externally – think email announcements, social media updates, press releases, and launch events.
You can even build anticipation by teasing the rebrand before launch. Update your digital marketing strategy to share the story behind the change and get your audience on board before the big reveal.
And once it’s live, celebrate the moment. A rebrand is a big achievement!
Rebranding mistakes to avoid
Even the best-intentioned rebrands can go wrong. Here are the most common pitfalls and how to avoid them.
Branding mistake | Why it’s an issue | How to avoid it |
|---|
Rebranding without a strategic reason | Wastes time and resources on changes that don’t address real business needs | Start with a clear brief: why are you rebranding, what problem are you solving, and what outcome do you want? |
Only changing the logo or visuals | Misses the chance to improve messaging, customer experience, and positioning | Update messaging, tone of voice, and brand behaviour too |
Ignoring existing brand equity | Loses recognition and trust that customers already have | Audit your current brand first, so you know which elements still work and should be preserved |
| New brand is based on opinion, not evidence, and may miss the mark | Research customers, competitors, and the market before you rebrand |
Moving too fast or too radically | Confuses customers and employees, leading to mixed messages | Roll out the change in a controlled way with a style guide, clear timeline, and consistent use across channels |
Failing to align internal stakeholders | Business presents mixed messages after launch | Get internal buy-in early, so everyone understands the change |
Choosing a name or identity that’s too generic, hard to protect, or difficult for customers to understand | Creates legal risks and customer confusion | Check legal and digital availability, including trademarks and search visibility |
Company rebranding examples
A rebrand can transform a business, whatever its size. And some of the most famous examples show just how powerful a change in identity can be.
Oatly
Before its rebrand, Oatly was just another oat milk on the shelf. Its packaging and messaging were plain and technical, making it easy to overlook. But the company recognised that people didn’t have a reason to choose Oatly over competitors beyond the product itself.
So, Oatly changed both its look and its voice. It swapped a professional, product-first tone for a cheeky, human, and slightly provocative style. Bold carton designs, humour, and messaging that challenged the status quo made the brand feel distinctive and memorable. It also leaned into sustainability, positioning itself as part of a bigger shift in how people think about food.
The rebrand was a huge success. Oatly evolved into a true challenger brand with a strong personality and a loyal following. Revenue doubled in the year after the relaunch, and the brand grew into a globally recognised name.
Netflix
Did you know that in 2011, Netflix tried to split its business in two? The idea was to separate its streaming service from its DVD-by-mail offering, rebranding the latter as Qwikster. But the move backfired. Customers were already frustrated by a recent price increase, and the new name only added confusion – separate accounts, separate billing, and a brand that didn’t solve any real problems for them.
The backlash was immediate. Two million subscribers cancelled their accounts and the company’s stock dropped more than 75% in value. Netflix quickly scrapped Qwikster before it even fully launched. CEO Reed Hastings apologised, and the company kept everything under the Netflix name.
The lesson? A rebrand should make things clearer and easier for customers, not more complicated. If it doesn’t improve their experience, it’s likely to create more problems than it solves.
Wrapping up
Done well, a rebrand can be a turning point for your business. Here’s a quick summary of what to keep in mind.
Your brand is your business’s identity, shaping how customers see and connect with you
A strong brand helps you stand out, build trust, and even influence spending
Rebranding can involve updating your market positioning, messaging, visuals, or customer experience to better reflect your business
Common reasons to rebrand include natural business evolution, shifts in audience preferences, and market changes
You can lightly refresh your brand or completely overhaul it, depending on your goals
Avoid common mistakes like rebranding without a clear reason or ignoring existing brand equity
Plan your budget carefully, as rebranding can involve design, marketing, and legal costs
FAQs
What’s the difference between branding and brand identity?
Branding is the overall process of shaping how people perceive your business. It includes your values, mission, tone of voice, and customer experience.
Brand identity is the visual and verbal elements (like your logo, colours, and messaging) that communicate your brand to the world.
How much does it cost to rebrand a small business?
The cost of rebranding varies widely. For small businesses, a simple refresh (eg updating a logo and website) might cost a few hundred to a few thousand pounds.
A full rebrand, including research, design, and marketing, can go into the tens of thousands, especially if you hire an agency.
Can I rebrand my business myself, or do I need a professional?
You can rebrand yourself if you have design and marketing experience, but for key elements like logo design, messaging, and strategy, it’s usually worth bringing in professionals. If budget is a concern, consider handling smaller updates in-house and outsourcing the parts that matter most.
How long does a rebrand take?
A brand refresh can take a few weeks, while a full rebrand might take several months, depending on the complexity. You’ll need to factor in time for research, design, internal alignment, and the launch. Rushing can lead to mistakes, so plan realistically.
Will rebranding confuse my existing customers?
It can do, if it’s not handled carefully. Be clear about the reasons for the change and what’s staying the same (eg your values, your product quality). A phased rollout and consistent messaging across all channels will help smooth the transition.
What is a rebranding strategy?
A rebranding strategy is a plan for updating how customers see your business so it better reflects who you are and what you offer – from your name and logo to your messaging and values. It helps you connect with your audience, stand out from competitors, and stay relevant as your business grows.
