7 signs that
that time is ripe
for a rebranding
You've probably already noticed: brands are constantly changing. Be it due to changes in the market, new trends or simply the need to adapt to the needs of the target group.
Rebranding is a powerful tool that helps you present your brand in a new light and stay more relevant. But when exactly is the right time to rebrand? Here are seven clear signs that it's time to rethink your brand - and real examples to show you how to do it right.
1. Your brand identity feels outdated
If your brand identity no longer matches the expectations and values of your target group, it's time to reposition yourself. An outdated design, an out-of-date slogan or simply an old-fashioned brand message can cause you to lose relevance.
Example: Lego, once strongly focussed on children, struggled with a shrinking market in the early 2000s. The brand became too associated with toys for young children, and competitive pressure from digital media and video games increased.
Lego responded with a comprehensive rebranding: they not only modernised their products, but also began to appeal to adult fans. With successful collaborations (e.g. with Star Wars and Harry Potter) and the introduction of "Lego Architecture" as a product line for collectors and adults, Lego has reclaimed its place as a creative brand for all age groups.
2. Your target group approach is blurred
It can happen that your target group changes, but your brand doesn't react quickly enough. If you try to appeal to everyone without a clear focus, you will end up not really appealing to anyone.
Example: For a long time,WW (formerly Weight Watchers) had a clear focus on people who wanted to lose weight. However, at a time when more and more people are focussing on holistic health and well-being, the original concept was increasingly perceived as outdated.
As part of the rebranding to "WW", the focus shifted away from pure weight loss towards a wellness approach that encompasses healthy eating, exercise and mental health. The move to transform the brand from a diet brand to a wellbeing brand was the right one to appeal to a broader, health-conscious target group.
3. There are mergers or acquisitions
When two or more brands merge or one brand acquires another, rebranding may be necessary to present the combined identity clearly and convincingly.
Example: T-Mobile and Sprint merged in 2020 to create a stronger competitor to Verizon and AT&T. The challenge was to unify the identities of both brands and create a stronger market position.
The solution was simple: the T-Mobile brand continued to be used as it already had a strong, innovative and customer-friendly brand identity. The Sprint brand was integrated into T-Mobile to position the combined brand as the market leader in 5G technology.
4. Your differentiation is no longer clear
If you're not differentiating yourself from the competition and your brand is being confused with others, it's time for a rebrand. Your brand needs to offer something unique and clearly stand out from others to be successful in a saturated market.
Example: Burberry, one of the oldest British fashion houses, has undergone several rebrandings over the past decades to adapt to changing market needs. In the late 1990s, the brand suffered from an image problem as its iconic check pattern was over-utilised and became less exclusive. Under the leadership of CEO Rose Marie Bravo, Burberry launched a major rebranding in 1999. The brand reduced the use of the pattern, introduced modern designs and appealed to a younger target group, repositioning Burberry as a luxury brand.
However, in 2018, Burberry lost its uniqueness again as many luxury brands adopted minimalist designs, including a serif-heavy logo. in 2023, Burberry returned to its roots under creative director Daniel Lee: the iconic 'Horseman Crest' was reintroduced, accompanied by a traditional yet modern visual language. This return to brand identity, combined with innovative art direction, helped Burberry to once again clearly differentiate itself while creating an emotional connection to its history.
5. Your business model is changing fundamentally
Rebranding also makes sense if your business model is changing or you are pursuing a new direction. This affects not only the product range, but also your entire brand strategy.
Example: Netflix started as a DVD rental service in 1997 and fundamentally changed its business model when streaming and online video became popular. To move away from DVD rental and position itself as a leading streaming service, the brand had to redefine its identity and communication.
By introducing Netflix Originals and focussing on its own productions, such as "Stranger Things" and "The Crown", Netflix was able to establish itself as a pioneer in the streaming industry. The rebranding helped to position the brand in the digital age and grow with a clear focus on entertainment and innovation.
6. Your brand values are unclear
If your brand doesn't convey a clear message or values, it can lead to confusion among consumers. A rebrand will help you clarify your identity and establish a strong, coherent brand value.
Example: Tropicana experienced a failed brand overhaul in 2009. The new packaging design caused more confusion than it brought clarity - consumers had difficulty distinguishing between the different types of juice, which led to a drop in sales. Within a few weeks, the company switched back to the previous package design.
After intensive consumer feedback, Tropicana returned to a clearer design that respected the familiar brand identity but was also modernised to bring the brand back into focus. The result was a stabilisation of sales and a stronger identification with the brand.
Picture: Volkswagen AG
7. Your brand does not appeal to emotions
Brands that fail to establish an emotional connection with their customers, or establish the wrong one, risk fading into insignificance. A rebranding should also create a deeper emotional connection with your consumers.
Example: Volkswagen faced a major challenge in 2019. Following the diesel scandal, the brand had to contend with a massive loss of trust. In order to reposition itself as a future-oriented company, VW decided on a comprehensive rebranding under the motto "New Volkswagen". The change encompassed not only the visual appearance, but also the values and goals of the brand.
The new, minimalist logo was reduced to a flat, two-dimensional design that was specially developed for digital applications. At the same time, Volkswagen introduced more emotional communication focussing on sustainability and electromobility. The launch of the ID.3, a fully electric vehicle, marked the beginning of the transformation. With the "New Volkswagen" campaign, the brand presented itself as a pioneer of a new, environmentally friendly era of mobility.
In addition, all customer contact points - from advertising to dealerships - were adapted to the new brand concept. The aim was to create an authentic, modern and sustainable brand perception that would win back trust in the long term. The success of the rebranding is reflected not only in the increased brand acceptance, but also in the strategic repositioning as a global player in the field of electromobility.
Your first step: brand audit
Rebranding is a powerful tool that can help brands maintain or redefine their relevance and identity.
Whether it's responding to changes in the market, creating clear differentiation or revitalising an outdated image, a well thought-out rebrand can help future-proof your business. If you recognise any of these signs in your brand, it could be the perfect time to start rebranding. We're here to help:
A brand audit is your first step in analysing the status quo of a brand and identifying areas for improvement. This involves systematically reviewing the entire brand strategy, including the visual identity, communication messages, target group approach and competitive position:
- Data analysis: analysing existing brand materials such as logos, websites, advertising campaigns and customer feedback.
- Brand perception: Conducting internal and external surveys to understand how the brand is perceived by employees and customers.
- Brand positioning: Comparing the brand with competitors to find out whether it is sufficiently differentiated and emotionally relevant.
- Recommendations: Based on the analysis, clear recommendations are formulated on how the brand can be optimised.
Your greatest benefit lies in the clarity that a brand audit creates: it shows whether your current brand is in line with your corporate goals and the expectations of your target groups. It also helps to identify weaknesses, capitalise on strategic opportunities and develop a stronger, more memorable brand.
A successful brand audit lays the foundation for a targeted rebranding that not only strengthens the brand, but also promotes customer trust and long-term business success. Convinced?
