In an ideal world, rebrand wouldn’t be a word! Brands would reposition themselves or extend their branding for different markets. We would witness small tweaks and visual changes rather than huge brand unveilings and do away with the enormous costs that come with reprinting!
However, I am not sure how successful Apple would have been with their original logo, and there are far too many logos that exist that are inspired by Word Art!
Why should you rebrand?
My advice is to proceed with caution. Work out the ‘why’ of a rebrand rather than focusing on the ‘what’. Could you retain some of your current brand and clarify your message? Be led by the opportunity of how a new brand can serve you, rather than reacting against the current. You don’t want to be in a position where you swing too far the other way. For example, in my post about why rebrands fail, I focussed on Kraft as a case study. My guess is that one of their changes was led by wanting to feel more approachable / friendly, which has been successful but now doesn’t reflect the company ethos as a whole.
If you are considering a rebrand – most likely you need one! But, before you dive in, try to answer the following questions: