Here Are Our Top 5 Things to Consider When Rebranding Your Business.
- Are you solving the right problem?
- What do your customers actually think?
- Have you future-proofed it?
- Are your internal teams on board?
- Does the brand align with your strategy?
1. Are you solving the right problem?.
Rebrands often start with the wrong question. If your first move is to jump on a moodboard, you’re already off course.
Not every brand needs a new name or logo. Sometimes, you need to fix the story you’re telling.
Ask: what’s actually broken?
– Do people misunderstand what you offer?
– Does your team struggle to explain what you do?
– Are your visuals stopping you from looking credible online?
If you’re unsure, consider hiring a professional to audit your brand. That might mean brand workshops, stakeholder interviews or customer research. Don’t just rely on what you think doesn’t work; dig into what your audience sees and hears. It’s easy to get distracted by personal preferences and surface-level tweaks. You need to change what’s holding you back, not what you’re bored with.
We often remind clients to ensure they’re fixing the right thing. No one wants to spend six months repainting a house when the foundations are crumbling.
2. What do your customers actually think?.
Your brand isn’t what you say it is; it’s what everyone else says when you’re not in the room.
Too many rebrands happen in isolation. Marketing teams make changes that look slick internally but feel completely off to the people who actually pay the bills.
Before you start, talk to your customers. Conduct interviews, send surveys, and monitor social media. What words do they use to describe you? What parts of your current brand do they trust, or cringe at?
This isn’t a vanity exercise. It’s about identifying what’s working so you don’t accidentally scrap the good stuff. Rebrands that ignore customer perception usually end up fixing things that weren’t broken, and leaving the real issues untouched.
And remember, your customer isn’t buying your logo; they’re buying a result. Please focus on the bit that helps them win.
3. Have you future-proofed it?.
A good brand doesn’t just work today. It scales.
Rebrands can go stale fast if they’re not built for where your business is headed. Think long-term. What’s on the horizon? New markets? Product lines? A team that triples in size?
If you’re working on a new identity, test it in the wild before signing it off. Will it work as a favicon? Can it be applied across social media, packaging, print, and signage? Can a junior designer actually use it without crying into a PDF?
We’ve rebuilt numerous identities where the design was fine – until someone had to use it. Good design isn’t just about how it looks; it’s about how it works.
Flexible, scalable brands win because they’re actually usable.
4. Are your internal teams on board?.
If your team isn’t behind the rebrand, it won’t land. Simple as that.
A rebrand is more than design; it’s a change process. If you spring it on your staff with no warning, expect passive resistance, inconsistent rollout and a lot of retro logos lingering in email signatures.
Involve people early. Run workshops, get input, share early thinking. You’ll uncover insights that strengthen the brand, and you’ll gain internal buy-in before the launch.
This isn’t about pleasing everyone. It’s about bringing people along for the ride. If they feel part of it, they’ll own it.
And ownership beats enforcement every time.
5. Does the brand align with your strategy?.
Rebrands without a strategy are expensive distractions.
We’ve seen businesses overhaul their brand without changing a single thing about their positioning, offer or message. That’s a fast track to nowhere.
Your rebrand should be built on a clear strategic foundation. Are you repositioning? Entering new markets? Targeting new buyers?
Start there. Get clear on your direction. Then build the brand to support it.
One client we worked with thought they needed a new name. What they really needed was sharper messaging. We retained the name, revised the copy, and updated the visuals, and it resonated far better with customers, resulting in stronger engagement, a clearer pitch, and a happier team.
The best rebrands aren’t the loudest. They’re the ones that get the business moving in the right direction.
Final Thoughts to Consider When Rebranding Your Business.
Rebranding’s a big move. Get it wrong and you’ll waste time, money and momentum. Get it right and it can sharpen your strategy, energise your team and reconnect you with the people that matter. If you need help making the right kind of change, give us a call. We’re good at this stuff.
