What is rebranding?

Rebranding is the process of changing how your business is perceived by customers. It involves refreshing your brand identity, which can include your logo, colors, brand voice, messaging, and even your company name.

Rebranding isn’t just a visual update, it’s about aligning your brand with your current mission, target audience, and market positioning. It’s a strategic move designed to make your business more relevant, competitive, and memorable.

Some businesses opt for a partial rebrand (updating visuals and messaging), while others undergo a complete rebrand, changing everything from their name to their brand strategy.

When should you rebrand your business?

Not every company needs to rebrand. However, there are common situations where a rebrand is not only helpful, it’s essential for long-term success.

1. Your brand feels outdated

If your logo or brand visuals look like they’re stuck in a different decade, it’s a clear sign that your brand may need a refresh. Design trends change over time, and customers are drawn to brands that feel modern and up-to-date.

Example: Mastercard modernized its logo after more than 20 years, making it more minimalist and digital-friendly while keeping its recognizable colors.

2. Your business has evolved

As your company grows, your products, services, or target market often change. If your brand no longer represents who you are or what you offer, it’s time to rebrand.

Example: Dunkin' dropped “Donuts” from its name to reflect its broader product offering, from coffee to sandwiches.

3. You want to change brand perception

Sometimes, brands need to shift public perception, especially if they’ve faced reputation issues or are entering a new market segment.

Example: Uber rebranded to distance itself from past controversies, using messaging focused on safety, responsibility, and community impact.

4. You’re expanding, merging, or entering new markets

Major structural changes like mergers, acquisitions, or entering international markets are common reasons to update your brand identity. A fresh identity can unify teams and appeal to a wider audience.

Example: Facebook rebranded to Meta, signaling a future beyond social media toward immersive technology.

Why rebranding is good for business growth

Rebranding is more than a cosmetic change, when done well, it becomes a business growth strategy.

A well-executed rebrand can:

• Help you reach new customers who may not have considered your brand before

• Improve brand positioning in a competitive market

• Refresh your company image, making it more relevant to modern audiences

• Strengthen brand recognition across channels

• Reconnect your employees with a clearer brand purpose

Brands that invest in strategic rebranding often experience better customer engagement, improved brand loyalty, and stronger market positioning.

How to rebrand a business in 6 practical steps

To ensure success, you need to follow a clear strategy that covers every stage: from defining your purpose to launching your refreshed brand and measuring results.

Step 1: Define your brand strategy

Before any design work begins, it’s essential to clarify your brand foundations. Define:

• Your brand purpose (why your company exists)

• Your vision (your long-term goals)

• Your mission (what you do every day)

• Your values (the principles guiding your business)

Having a strong strategy ensures your rebrand goes beyond surface-level changes and connects deeply with your audience.

Step 2: Conduct a brand audit

Evaluate your current brand assets and customer perceptions:

• What aspects of your brand are still working?

• What feels outdated or inconsistent?

• What feedback do customers have about your brand?

A thorough brand audit helps you identify what to keep, what to change, and how to position your new identity effectively.

Step 3: Define your brand positioning

Clarify who your ideal customer is, what problems you solve, and how you differentiate from your competitors.

Great rebranding focuses on creating clear, meaningful positioning, you should be able to summarize your unique value in a sentence.

Step 4: Refresh your brand identity

Once your strategy is clear, it’s time to update your visual identity:

• Logo design

• Color palette

• Typography and fonts

• Imagery and photography style

• Tone of voice and messaging framework

Everything from your website to your social media graphics should reflect your refreshed identity. The goal is to look and sound like a cohesive, modern brand.

Step 5: Launch your rebrand with purpose

A successful rebrand rollout requires planning. Start internally by introducing the rebrand to employees, explaining the reasoning, and getting buy-in.

Then, move to external communication:

• Update your website, social media profiles, packaging, and marketing materials.

• Launch a campaign to introduce your new brand identity to your audience.

• Use content marketing, PR, and email newsletters to tell your rebranding story.

Step 6: Track brand performance after rebranding

Monitor your brand performance after the launch. Use website analytics, customer feedback, and brand engagement metrics to evaluate the impact.

Adjust your strategy if necessary and continue refining your messaging and visuals to keep your brand strong and consistent.

Is rebranding right for your business?

Rebranding is a big decision, but it can be a smart, strategic move to drive growth, refresh your public image, and reconnect with your audience.

When your business evolves, your brand should evolve with it. A thoughtful rebrand helps ensure your brand reflects who you are now, and positions you for future success.

At LOUD, we help brands grow, transform, and stay relevant. Whether you need to build your brand from scratch or rethink your current identity, our team develops branding and rebranding strategies tailored to your business goals.