“I want to rebrand my business.”
This is a statement I hear a lot from companies reaching out to Bath Marketing Consultancy. My first response is always:
“Why do you want to rebrand?”
More often than not, the answers are:
“It’s about time.”
“I want a new logo.”
“I’m bored of the way my company looks.”
But boredom is not a reason to rebrand.
A brand isn’t just about your logo or website design—it’s the personality of your business, the sum of everything your company stands for and how it is perceived by customers. A complete rebrand is a major strategic decision that can affect your positioning, customer relationships, and bottom line. It’s not something to be taken lightly or just because you fancy a new look.
In many cases, what a business actually needs is an evolution, not a revolution—a refresh rather than a complete overhaul.
What a Rebrand Really Involves
A true rebrand is more than just aesthetics. While design elements like logos, colour schemes, and typography are part of it, a rebrand often requires deeper strategic changes, such as:
✅ A shift in business focus – Have your services, products, or target audience changed?
✅ Updating brand messaging – Is your current brand positioning outdated?
✅ Company culture changes – Have internal values evolved?
✅ Reputation management – Are you overcoming negative perceptions?
✅ Keeping up with industry trends – Is your sector moving forward while you’re stuck in the past?
Simply put: A rebrand should be a strategic response to a real business need—not just a visual update.
Key Reasons to Consider a Rebrand
So, when does a rebrand actually make sense? Here are some core reasons why a business might need to rebrand:
1. Your Brand No Longer Reflects Your Business
If your products, services, or target market have changed significantly, your brand may no longer represent what you do. A rebrand can help realign your messaging and identity with your current reality.
Example: A company that started out selling print materials but now focuses on digital marketing might need a new brand identity to reflect its modern, digital-first approach.
2. Your Business Has Outgrown Its Original Identity
Many startups launch with a name, logo, and brand identity that suited them at the time but no longer fits as they scale. If your business has evolved, your brand should evolve too.
Example: A local bakery that has expanded into nationwide delivery and online sales may need a brand refresh to reflect its wider reach and more sophisticated operation.
3. You’re Struggling to Stand Out From Competitors
If your industry is crowded, your branding needs to differentiate you from competitors. A rebrand can help reposition your business in the marketplace.
Example: If your logo, messaging, and website look almost identical to your competitors, customers may struggle to see why they should choose you.
4. Your Brand Looks Outdated
Design trends, customer expectations, and industry standards evolve. If your branding looks stuck in the past, potential customers may assume your products or services are outdated too.
Example: If your website is difficult to navigate, your font choices feel dated, and your visual identity hasn’t been updated in a decade, you might benefit from a brand refresh.
5. Mergers, Acquisitions, or Business Expansions
If your company merges with another or expands into new markets, a rebrand may be necessary to unify your identity and clarify your value proposition.
Example: If a software company acquires a cybersecurity firm, a rebrand might help to present a cohesive, streamlined brand.
6. Your Reputation Needs a Reset
Sometimes, businesses need a rebrand to distance themselves from negative perceptions, bad PR, or outdated associations.
Example: A company that faced a public relations crisis may need to refresh its brand to restore trust and credibility.
7. You Want to Attract a New Audience
If your existing brand appeals to one audience but you want to expand into new markets, a rebrand may help reposition your business.
Example: A luxury travel company that wants to appeal to a younger, eco-conscious audience might need to adjust its branding to focus on sustainability.
Rebrand vs. Brand Refresh: Do You Need a Full Rebrand?
For most small and medium-sized businesses, a brand refresh is often a better approach than a complete rebrand. Updating your brand’s fonts, colours, website, and marketing materials can modernise your look while keeping the essence of your business intact.
A full rebrand is a major investment, requiring:
✔️ Market research
✔️ New brand strategy and positioning
✔️ Updated visual identity
✔️ Revised messaging and tone of voice
✔️ Website overhaul
✔️ New marketing materials
For most businesses, that level of change isn’t necessary.
Final Thoughts: Think Before You Rebrand
Before jumping into a rebrand, ask yourself:
1️⃣ What problem am I trying to solve?
2️⃣ Is my brand truly misaligned with my business goals?
3️⃣ Would a brand refresh be enough?
4️⃣ Have I consulted my customers and stakeholders?
5️⃣ Am I ready for the investment in time and resources?
If your answers point toward real strategic needs, then a rebrand might be the right move. But if you’re simply bored or chasing trends, a fresh perspective on your existing brand may be all you need.
At Bath Marketing Consultancy, we help businesses assess their branding objectively and offer expert guidance on whether a rebrand or refresh is the right solution. If you’re considering a change, let’s talk first—before you invest in something you might not actually need.
