How to rebrand a company (and know when it’s the right time)

If you work in marketing, little is as exciting (or daunting) as a rebrand. Having just gone through one at Siteimprove, I can tell you that changing your business’s look and updating your messaging (and possibly even your company name) is a massive endeavor that demands creativity and collaboration, plus meticulous planning.  

But first: What does “rebranding” mean? It’s a process of changing the image of an organization, service, or product, and it can involve altering a company’s name, logo, design, messaging, and even sometimes the target audience.  

Rebranding your company requires knowing when the time is right. After all, you don’t want to take on the expense, disruption, and risk (yes, risk) of a complete overhaul unless the conditions are right and you can make a sound business case for the investment.  

As a chief marketing officer who’s followed a lot of rebrands with interest and has just been through one myself here at Siteimprove, I’ve identified five key indicators that signal when a company should consider taking on a rebrand.  

CEOs and marketing leaders of all stripes, this one’s for you.  

Reason #1: Your offerings have outgrown your image  

If your company's mission and values have evolved over time, but your brand identity hasn’t kept pace, it’s a clear sign that something needs to change. A brand that no longer aligns with your core vision can confuse customers and dilute your market positioning. 

Outgrown image rebranding examples 

B2C 

Consider the case of Dunkin' Donuts. In 2019, the brand rebranded to simply "Dunkin'" to reflect their evolving product lineup beyond donuts and coffee (i.e., sandwiches, bagels, iced tea) and customer preferences; a rebrand unified the company’s diverse offerings under a cohesive brand identity. 

B2B  

As cyber threats increased, Cisco repositioned itself as a leading provider of secure networking solutions. Their rebranding efforts included marketing campaigns, like their “Security Everywhere” campaign of 2015, to broadcast their commitment to security and reliability. 

Reason #2: Your market positioning needs to shift 

The competitive landscape can change rapidly, and what once made your brand stand out might no longer be enough. If competitors have caught up or surpassed your unique selling proposition, a rebrand can help you reclaim your competitive edge. 

Market positioning rebranding examples 

B2C 

Once viewed as a fuddy-duddy brand for grampas, Old Spice reinvented itself with a bold, humorous approach (who could forget The Man Your Man Could Smell Like?) to captivate a younger demographic and revitalize sales. Needless to say, the gutsy move paid off: According to some sources, its sales revenue nearly quadrupled from $280 million in 2009 to over $1 billion in 2017.  

B2B 

Slack initially branded itself as a team communication tool. But then competition in the collaborative software space intensified when Microsoft Teams and others made their play, and Slack’s messaging shifted from just communication to “teamwork” and “workflow integration.” A new logo helped signal the shift.  

(If you want a deep dive into the brand’s evolution, check out this article. Who knew “Slack” was originally an acronym for “Searchable Log of All Conversation and Knowledge? I sure didn’t.) 

Reason #3: You’re targeting a new audience 

If you're expanding into new markets or targeting a different demographic, your existing brand might not resonate with these new audiences. A rebrand can help you better connect with your target market and ensure your messaging is relevant and compelling. 

New audience rebranding examples 

B2C 

Airbnb's rebrand in 2014 included a new logo and a refreshed mission to foster a sense of belonging for every customer, no matter where they were in the world. This change, and the new logo in particular, helped the brand extend its appeal to a global audience, beyond just those looking for a place to stay. 

B2B 

Square became Block when they needed to reach new audiences with new products. Square was originally a mobile payment solution for small businesses (also known as “Seller solutions”), but when their ecosystem expanded to include additional business units like Cash App, TIDAL (a global streaming music platform), and TBD (a blockchain offering), change was in order. “Block” better reflected the company’s offerings beyond payment processing, as well as their ambition to be regarded as an innovator in fintech and decentralized services in general.    

Reason #4: Your brand’s reputation needs repair 

If your brand has suffered from negative publicity or a tarnished reputation, a rebrand can signify a fresh start. However, this approach must be coupled with genuine changes in practices and values to rebuild trust with your audience. 

Reputation repair rebranding examples 

B2C 

In the words of Domino’s own spokesperson, “We got blindsided by two idiots with video camera and an awful idea.” Indeed, when two employees posted footage of putting cheese up their noses, the company suffered irreparable damage. Couple that with the fact that the company’s pizzas were famously terrible, a rebrand was in order. The company’s game-changing “Pizza turnaround” campaign took the issue on directly as a massive, very public, and very candid mea culpa. From there, the company improved their product dramatically; with logo changes, the transformation was complete.  

B2B 

For years, Valeant Pharmaceuticals, a Canadian company, was plagued by one bad story after another: plummeting shares, fraud allegations, more plummeting shares, staggering price gouging, criminal investigations. . . it was a bundle of bad that went on for years. The company rebranded as Bausch Health Companies in 2018, leveraging the name of its subsidiary Bausch + Lomb, which enjoyed positive brand recognition.  

Reason #5: Mergers and acquisitions 

Mergers and acquisitions often necessitate a rebrand to create a unified identity that reflects the strengths and values of the combined entities. This process can help streamline brand messaging and foster a sense of cohesion among stakeholders. 

Mergers and acquisitions rebranding examples 

B2C 

When United Airlines merged with Continental Airlines back in 2010, their rebranding effort aimed to combine the best elements of both brands to build a stronger and more cohesive brand identity. Of dubious judgment was the decision to merge logos, but hey, it’s been 14 years and the mashup remains: Continental’s globe is still core to United’s logo, and I doubt anyone notices.  

B2B 

Dell’s merger with EMC in 2016 (a $67 billion deal — the largest-ever tech acquisition at the time) spelled the beginning of a new company: Dell Technologies, a new umbrella brand that included all of the companies in the portfolio, including Dell, EMC, VMware, and Pivotal.  

The Dell-EMC rebrand not only integrated the identities of the two companies but allowed the company to position itself in the enterprise technology market, with a focus on digital transformation, IT infrastructure, and cloud computing. A new logo and updated messaging heralded the change.  

In the case of Siteimprove 

So which reason led Siteimprove to rebrand? Just like any other company, we want to drive growth and reinforce our market presence, but we also needed a light-touch rejuvenation that captures the energy that characterizes our company.  

You’ll see that energy conveyed in things like the flashes of bright green that pop against our trademark blue, plus new messaging (including this blog!) that best reflects what we stand for and how we approach creating our products and meeting the needs of our diverse customers.  

Key takeaways 

To navigate the rebranding process successfully, marketers should regularly assess their brand's alignment with current offerings, market position, and target audience. Be prepared to evolve your brand as your company grows and the competitive landscape shifts. Use rebranding as an opportunity to reinforce your unique value proposition and connect with new customer segments. 

Remember that successful rebranding goes beyond visual changes: It must be supported by genuine improvements in your products, services, and company culture. Whether you're a small startup or a multinational corporation, a well-executed rebrand can breathe new life into your business and set the stage for future growth.