What Makes a Great Rebrand?

I recently posted an article focused on rebrand implementation. The “what happens” post a rebrand. I flippantly stated that creative is cool. It is more than cool. It is imperative. Branding is an art. It is a sum of many parts and makes you feel something.

Mergers and acquisitions have been hot in 2024. Albertsons and Kroger are making their case in federal court as I type to merge and take on Walmart. A rebrand or brand refresh post M&A adds another layer to the complexity. The brief is to evolve an iconic brand or merge two established brands. A successful rebrand can revitalize a company's image, attract new customers, and breathe fresh life into an established business. But what separates a great rebrand from a mediocre one? With the help of my dear friend Claude.ai, here are my thoughts:

1. Clear Purpose and Strategy

Great rebrands start with a well-defined purpose. Whether it's to modernize an outdated image, reach a new demographic, or reflect a shift in company values, the "why" behind the rebrand should guide every decision.

2. Understanding the Audience

Successful rebrands deeply consider both current and target audiences. They balance retaining loyal customers while appealing to new ones.

3. Maintaining Brand Equity

While change is necessary, great rebrands don't discard valuable brand equity. They evolve recognizable elements to create a sense of familiarity and progress.

4. Consistency Across Touchpoints

A rebrand isn't just about a new logo. Great rebrands ensure consistency across all customer touchpoints, from packaging to social media presence.

5. Storytelling

The best rebrands tell a compelling story about the company's evolution, creating an emotional connection with consumers.

6. Authenticity

Successful rebrands align with a company's true values and culture. Inauthenticity can lead to consumer skepticism and backlash.

7. Flexibility and Longevity

Great rebrands are designed to stand the test of time while remaining flexible enough to adapt to future market changes.

8. Internal Buy-In

Employees are brand ambassadors. Successful rebrands involve and excite internal teams throughout the process.

9. Seamless Implementation

A well-executed rollout plan ensures a smooth transition that doesn't confuse or alienate customers.

10. Measurable Results

Great rebrands establish clear metrics for success and continually evaluate their impact on business objectives

A great rebrand is a delicate balance of change and continuity, guided by strategy and executed with precision across all aspects of a business. If you are considering a rebrand, find a branding agency that resonates with your brand, has work that works, aligns with your values and has good humans. To insure the new brand you create is the brand that gets implemented on time and on budget, hire a rebrand implementation consultancy. Branding agencies and implementation specialist are distinctly different but both necessary to get from good to great.

I would love to hear what you think is critical to get to great.