What Is The Purpose of Rebranding?



Brand Strategist & Founder

I’m Kim a passionate marketer | Sharing growth insights for success | Proud founder of Squibble, empowering Midlands marketers to thrive by turning clunky websites into marketing joy | Let’s fuel your journey!


Rebranding: It’s not just about throwing out the old and bringing in the new willy-nilly. It’s akin to taking a trusted old wardrobe, recognising its essence, and then updating it to strut down today’s catwalk with flair. Delving into rebranding isn’t just about aesthetics. It’s akin to recalibrating your brand compass, making sure it points towards success. While the surface sees a logo change or website revamp, beneath lies a more profound quest: fostering a renewed, vibrant bond between businesses and their clientele. Curiosity piqued? Stick around as we unravel the rebranding tapestry.

What is rebranding?

Imagine your brand undergoing a metamorphosis. A brand chrysalis, if you will. Rebranding is this transformative dance. It’s not just about coming up with a catchy new name or jazzing up a logo. It’s a holistic approach that might mean rewriting your brand story, revitalising marketing materials, and setting the stage for the next chapter in your brand journey. It’s a daring venture, but oh, the vistas it can unveil!

Why is rebranding necessary?

The relationship between a brand and its audience is a delicate dance. And like any dance, it needs to evolve to the rhythm of time. Monitoring and updating communication strategies isn’t just bright—it’s essential. But what happens when there’s a misstep? When the brand voice goes off-key, or the logo doesn’t resonate as it once did? That’s where rebranding steps in, like a maestro, tuning, refining, and enhancing. It’s the bridge between where a brand stands today and the zenith it aspires to reach.

The Benefits of Rebranding

Rebranding isn’t just a trend; it’s a strategic powerhouse! From breathing new life into your brand’s identity to forging stronger ties with a dynamic customer base, the benefits are manifold. It’s a step towards shaking off any dust that might have settled, revitalising your image, and propelling your company into the limelight again. It’s about asserting your brand’s relevance and dominance in the ever-evolving marketplace.

Attract More and Better Customers

Now, attracting customers is an art. And like any artist, a business must be equipped with the right tools and canvases. Having a vibrant online presence, ensuring that the website is not just functional but a delight to navigate, and harnessing the power of social media—are all brush strokes in this masterpiece. And at the heart of it all? Offering stellar products and services that not only meet but consistently exceed expectations. That’s the secret recipe to attract and magnetically pull customers into your brand universe.

Stand Out from the Competition

Oh, the crowded marketplace! It’s a jungle out there. But remember, in this wild landscape, it’s not just about survival; it’s about thriving. How? By marching to your drumbeat and making sure it’s an irresistibly catchy rhythm. Be that refreshing twist, the game-changing offering, the unexpected delight. Aim to be part of the crowd and lead the parade.

Attract Top Talent

Want the best minds and skill sets knocking on your door? It’s more than just flashing a hefty paycheque. Cultivate an environment where work-life balance isn’t a buzzword but a way of life. Flexibility isn’t just about yoga poses. It’s about understanding and accommodating diverse work styles. Fuel aspirations by offering avenues for learning and growth. After all, a brand that grows together stays together.

Close More Sales & Leads

Sealing a deal is akin to an artful dance. You’ve got to make the first move and ensure it’s a strong one. The more proactive and engaging your approach, the higher your chances of setting the stage for success are. And when questions come flying your way? Arm yourself with knowledge, exude confidence, and be the trusted guide your clients seek. When you can address every query with poise and precision, you’re not just making a sale but building a relationship.

Command Premium Prices

Want to put a premium tag on what you offer? It’s simple – promise mountains and deliver galaxies. Exceeding expectations isn’t the exception; it’s the norm. Dive deep into understanding your customer’s aspirations and needs, and position yourself as the irreplaceable answer. When you’re synonymous with unparalleled value, commanding premium prices isn’t just an option; it’s a right.

Why Do Companies Rebrand Themselves?

Let’s play a game of ‘why did the company rebrand?’ Sounds simple. Wrong! Rebranding is as unique as a thumbprint, and here at Squibble, we treat each one like a work of art. There’s no cookie-cutter strategy; it’s about tailor-making suits, not just adjusting the hems.

Broadly, rebranding is the swinging pendulum between proactive and reactive. Proactive rebranding? That’s your forward-thinking, seizing-the-day kind. It’s like spotting a unicorn and saying, “We should ride that.” It’s all about growth, innovation, and reconnecting.

Then there’s reactive rebranding. Don’t mistake it for a step back; it’s more of a cha-cha. It dances into the picture when mergers happen or when products take their final bow. But guess what? With the right moves, even a reactive rebrand can break open opportunities like a piñata at a party!

When should a company consider rebranding?

Rebranding is more than just a spontaneous midnight idea. It’s often spurred by moments like corporate tectonic shifts (think mergers or takeovers), when your brand story starts to feel like it’s in a different language to your audience when your brand blends into the marketplace crowd, or, alas, when the paparazzi (or bad press) strikes.

Prepping Your Marketing Toolbox – What’s In?

Drumroll, please. Let’s dissect the world of marketing collateral. Ask yourself – what’s your mission? New clients? Lead gen? Or maybe a professional glow-up? Understanding your quest sets the stage. Your collateral collection could flaunt company brochures, dazzling website designs, captivating sales letters, and more. The golden rule? Keep the branding consistent. It’s like dressing your brand for a gala; the ensemble has to match!

Company logo

Think of your company logo as the crown jewel. It’s the emblem, the beacon, the silent ambassador speaking volumes about who you are and what you represent.

Business cards

Your brand’s pocket-sized ambassadors. A business card is the classy whisper of “Hey, remember me?” and a prompt to continue the conversation long after the meeting.

Business website

Your website is your digital castle. With our experts at the helm, we promise a user experience that nails functionality and keeps customers happy. SEO? Hosting? Online marketing? We’ve got the toolkit, and we’re ready to roll.


Why just say it when you can show it? Illustrations are the cherry on top, offering a visual treat that narrates your story and makes your content more engaging.

Promotional Material

Unleash your brand’s charm offensive! Be it new product buzz or services that make customers swoon, promotional material is the megaphone that amplifies your message.

Style guide

Consider a style guide as your brand’s rulebook, the guardian of consistency. It ensures every message you craft carries the same tone, style, and pizzazz every single time.

What To Think About When Rebranding

Rebranding organisations shouldn’t start with a clean slate. The best rebrandings build on what has gone before: while a brand may not be performing optimally, it might still have captured the loyalty of a cohort of customers, and it’s important to acknowledge that.

The best rebrandings, then, consider what had changed in the market landscape since the last branding exercise. Rebranding can then apply these lessons to the existing image, and either tweak or radically overhaul everything from company ident to its tone of voice. The key at all times is to understand what the rebranding is trying to achieve in terms of that company-client relationship – everything follows from that guiding purpose.

What makes a successful rebrand?

The art and science of rebranding is a dance between the past and the future. There’s no universal answer, but critical elements often emerge in every successful rebranding journey. A profound shift must be evident, striking enough to catch the gaze of old customers while wooing new ones. This metamorphosis, though, must be grounded in the company’s intrinsic values, ensuring that the rebrand doesn’t stray too far from its roots. Furthermore, like a maestro orchestrating a symphony, introducing the new brand to the world should be synchronised, with each department and stakeholder harmoniously playing their part. Rebranding isn’t just a fresh coat of paint; it’s about evolving while retaining your core essence.

What Are Brand Guidelines?

Delve into the world of branding, and you’ll stumble upon the compass known as ‘brand guidelines’. These aren’t merely pages of rules; they’re the DNA, the essence of a brand’s identity. Carefully crafted guidelines dictate the shade of blue, the curve in the logo, and even the voice in which the brand speaks. Ensuring consistency, these guidelines are the silent guardians that provide a brand that is always recognisable, whether on a towering billboard or a digital ad on a smartphone.

Crafting a compelling value proposition

If your brand were a storyteller at a grand gathering, the value proposition would be its most captivating tale. This isn’t just a statement; it’s a promise, an ethos, a compelling argument as to why one should lean into your brand’s embrace. With clarity, it must voice the company’s unique offerings, the meticulous care with which services are rendered, and the distinct space the brand occupies in the bustling market bazaar.

Navigating the Fields of UX, Graphic Design, and Web Design

To the uninitiated, the realms of UX, Graphic Design, and Web Design might seem intertwined. Still, each has its own flavour, objectives, and challenges. UX is where empathy takes center stage, echoing users’ desires and crafting pathways to meet them. Graphic Design, on the other hand, is the land of visual wonder, where aesthetics and message meld in harmony. Web Design borrows from both but is anchored in the digital realm, ensuring that a brand’s digital presence is optimised, responsive, and dynamic. Together, they shape a brand’s holistic experience.

Examples of Companies that Successfully Rebranded

The annals of business history are adorned with tales of rebranding epics. Consider Pepsi, which transcended its image from just a bubbly beverage to a dynamo of snacks and drinks, strategically tailoring its image to resonate with the younger demographics. And who can forget Apple? Their transition wasn’t just about logos or products; they reimagined themselves from a tech-centric entity to a beacon of lifestyle and innovation, capturing the imaginations of the young and the old.

How Does Rebranding Affect a Company?

The take-home here is that the purpose of rebranding is to alter in a significant way how an organisation communicates. A rebrand can improve, enhance or expand the relationships a business has with its customers and clients – by changing the face that it presents to the world in response to changing external factors.

Organisations that undertake this process in a smart, strategic way can achieve serious return on investment – and, ultimately, improved revenue is the real purpose of every rebranding.

Rebranding FAQs

What is the purpose of rebranding?

Rebranding is the process of updating the corporate image of an established brand. This can involve modifying its name, logo, Design, or a combination of these elements to create a new, refreshed identity in the minds of consumers, investors, and competitors.

Why do companies rebrand?

Companies rebrand to refresh their image, target a new demographic, adjust to market shifts, move past controversies, or communicate an evolution in their mission or values.

How does rebranding work?

Rebranding involves strategic changes to a company’s visual and communicative assets. It starts with an in-depth analysis of the current brand, then progresses to conceptualising and finally launching the new brand identity.

What are the benefits of rebranding?

Benefits include renewed public interest, better market positioning, staying relevant, and sometimes increased sales and engagement.

What are the risks of rebranding?

Rebranding can lead to customer confusion, alienation of loyal customers, or unintended negative publicity.

How much does rebranding cost?

Costs can vary but will most likely be in the range of £2,000 to £5,000. However, the exact amount greatly depends on the scope and scale of the rebrand. Expenses include design, research, implementation, and marketing efforts.

How should a company go about rebranding?

Companies should start with thorough market research, engage stakeholders, work with branding experts, and develop a comprehensive rollout plan.

What should be considered when rebranding?

Factors like brand equity, market trends, stakeholder opinions, company values, and budget constraints should be considered.

What are the dangers of rebranding?

Potential dangers include loss of brand equity, backlash from loyal customers, or misalignment with company values.

What are the mistakes companies make when rebranding?

Common mistakes include not researching enough, alienating core customers, or failing to communicate the reasons behind the rebrand.

How do you rebrand effectively?

Effective rebranding is a delicate blend of research, strategy, and execution. It is paramount to root the effort with a clear understanding of the brand’s history, its audience, and the desired future perception. Consistent communication, internally and externally, throughout the process ensures alignment and reduces the potential for negative surprises.

Why is rebranding important?

Rebranding breathes new life into a brand. Whether adapting to market shifts or rejuvenating an ageing image, it helps companies remain relevant and competitive.

Why rebrand your logo?

A logo symbolises a brand’s visual identity. As businesses evolve, their logos must accurately reflect the company’s essence and direction. Redesigning a logo can signal to the market a brand’s evolution, modernity, or renewed focus.

What is rebranding?

Rebranding is a transformative journey a company undertakes to renew or revamp its image and identity in the marketplace. This endeavour will align more closely with current business objectives or audience expectations.

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Rebranding Workshops at Our Birmingham HQ

Seeking a tailored rebranding experience? Our Birmingham HQ is adept at curating workshops catered to your specific needs. Dive into interactive sessions with our branding maestros to sculpt an identity that embodies your company’s spirit and aspirations.


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