Rebranding vs. Redesign

A redesign updates the visual appearance (e.g., logo, colors, typography). Rebranding goes deeper: strategy, messaging, structure – and design. In practice, a redesign is often part of a rebranding, but never a replacement for it.

When should you do a rebranding?

If you are planning a rebranding, it is the ideal opportunity to realign your company, question outdated structures, and set new impulses for growth and brand strength.

From time to time, there are online discussions about how large organizations update their logos to remain modern and appealing – and whether this is a good decision. What is often overlooked, however, is that this is primarily about weighing economic factors such as brand recognition or whether the brand’s likeability increases. Often, innovation and renewal are the keys to success. As a branding agency, we make sure that the core essence of your company is never lost in the process.

It is equally important to ensure consistent use of your logo and other brand elements, as this is crucial for recognition and for building trust with your target audience.

A rebranding may also involve an adjusted corporate design and a renewal of the corporate identity – or a profound realignment that includes self-image, brand identity, values, and target group communication.

The goal of any rebranding is always to modernize the appearance of a brand, strengthen its market position, and deliberately influence how it is perceived.

A rebranding is therefore a process in which an existing brand is realigned and its brand image revised. This can happen for various reasons, such as a change in corporate strategy, a shift in the target audience, or the need to improve the brand’s image.

A successful corporate rebranding can help improve brand perception, strengthen the connection between the brand and its audience, and ultimately increase business success. It is important that the rebranding has clearly defined objectives and that changes are communicated transparently.

Depending on the objectives, the focus of a rebranding may be on the visual identity, brand communication, or strategic repositioning.

Different Levels of Rebranding (from “light” to “profound”)

• Visual update: gentle modernization, with key brand identifiers preserved.
• Redesign: more extensive visual renewal while keeping positioning stable.
• Full rebrand: strategy, architecture, messaging, and design are realigned.
• Architecture change: masterbrand vs. endorsed vs. house-of-brands.
• Name change: rare but possible – with significant impact.

Reasons for a Rebranding

The reasons for a rebranding are as diverse as the brands themselves – ranging from changing market conditions and new target audiences to the need for a fundamental renewal of a company’s image.

Often, the goal is to adapt to new circumstances, rethink outdated structures, or establish a new market position. Here are some of the most common reasons:

1. Image change: If a brand carries negative associations, a rebranding can help build a new, positive image. The right response to past communication or design mistakes is crucial here.
2. Mergers and acquisitions: When two organizations merge, a complete rebranding is often required – not only for legal reasons, but also to shape a new, unified brand identity.
3. Changing target groups: Rebranding may be necessary when new markets or generations are to be addressed, e.g., through linguistically and visually modernized brand communication – in German or other target languages.
4. Market changes: New competitors or technological shifts require optimized positioning and often an updated visual direction.
5. Outdated design: When a brand’s appearance is no longer up to date, a redesign as part of a holistic rebranding can be the solution. This often includes introducing new design elements such as icons, symbols, or a new visual language.

While the reasons for a rebranding may differ, they all share the same goal: to reposition the brand in the market and attract new customers.

Would you like to give your brand a new face? Secure your free consultation with our agency today.

Types of Rebranding Projects

Depending on scope, different rebranding strategies can be distinguished:

• Visual rebranding: Adjustments to corporate design – e.g., new color palette, new imagery, new logo, new typography.
• Strategic rebranding: Changes in brand values, tone of communication, marketing strategy, target audience focus, or even the brand name. Rebranding strategies in the B2B sector are especially important to make what is often a rather expressionless offering more engaging.
• Complete rebranding: A full overhaul of the brand, including brand presence, language, product world, and marketing channels.

A logo is often the first visual element people associate with a brand – which is why in rebranding it is much more than just a graphic symbol, but rather the centerpiece of brand identity.

The Rebranding Process – in 7 Phases

A sustainable rebranding follows a clear structure:

1. Market analysis: Which trends are emerging? How is the current brand perception? How are competitors acting? In-depth market research helps identify shifts in brand strategy and the need for a rebranding in order to respond to changing market conditions and customer needs.
2. Define goals: Is the focus on changing the brand image, driving growth, or making a strategic fresh start?
3. Develop corporate identity & brand strategy: What will be the future focus of the brand? Which values take center stage? Which stakeholders need to be involved?
4. Revise design & tone of voice: Create a new visual identity and develop a consistent, target group-oriented brand language.
5. Integrate into existing processes: Ensure technical and operational integration into website, packaging, and communication materials.
6. Internal communication: Employees play a central role in conveying the new brand message – their engagement is crucial.
7. External launch & monitoring: Official presentation of the new brand identity, including accompanying marketing campaigns and evaluation of feedback.

Digitalization and Rebranding

Digitalization has revolutionized the rebranding process. By leveraging digital channels such as social media, websites, and online advertising, companies can realign their brand and reach people more effectively.

Rebranding in the digital era requires a comprehensive strategy that considers all aspects of the brand – from corporate identity to brand presence across all social media. Digitalization enables companies to adapt their brand faster and more effectively to meet the changing needs and expectations of their target audience.

Risks and Challenges

While rebranding offers many opportunities, it can become problematic if implemented incorrectly..

Reasons why companies should approach their branding with care:

• The loss of a familiar brand identity, such as a new logo, can unsettle customers. Careful adjustments during the rebranding process are crucial to avoid jeopardizing the trust of the target audience.
• If the new brand strategy is not communicated clearly, confusion arises.
• One of the biggest challenges in rebranding is finding the balance between innovation and brand recognition – without losing the existing target audience.

Key Success Factors and Tips for Rebranding

• Involve stakeholders such as customers, employees, and partners at an early stage.
• Ensure consistency across all channels – from your website and navigation to physical products.
• Maintain a connection to the old brand where it makes sense, in order not to lose existing customer loyalty.
• Use a rebranding as an opportunity for additional communication, for example through a relevant blog post or via social media.
• It is important to respond to the needs and desires of your customers in order to create a strong emotional connection.

Practical Examples of Rebranding

• Meta (formerly Facebook): A strategic realignment to emphasize the vision of the metaverse. In this case, the rebranding was necessary to overcome the brand’s negative perception and to communicate the company’s future direction more clearly.
• Burberry: In Burberry’s case, the rebranding transformed its “problem image” into that of a high-fashion brand through smart adjustments to brand identity and presentation.
• Dunkin’: Dropping “Donuts” from the name and logo emphasized the brand’s new focus on beverages and snacks – an example of targeted repositioning.

Rebranding or Redesign

Many people equate the terms rebranding and redesign, but they differ significantly in scope and, above all, in objectives.

A redesign usually refers to visual adjustments – such as a new logo, new icons, altered colors, a modernized website, or revised packaging. In other words, it primarily concerns the brand’s appearance.

Rebranding, on the other hand, goes deeper: beyond design, it also covers positioning, communication, values, target audience engagement, and often even business strategy. While a redesign changes the “outside,” rebranding challenges both the “inside” and “outside” of a brand.

In practice, the two processes often go hand in hand – a redesign is frequently part of a larger rebranding process.

Rebranding and Marketing

Rebranding plays a central role in marketing – because every change to the brand has a direct impact on communication with the target audience. The new brand image must be implemented consistently, clearly, and convincingly across all channels – from social media and advertising to the sales pitch.

A mere redesign in marketing often falls short and has limited impact. That’s why it is essential in rebranding projects to closely align design decisions with the overall marketing strategy.