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When Rebrands Don’t Work: Lessons from the Trenches
Rebranding is a high-stakes endeavour that companies undertake in hopes of refreshing their image, attracting new customers, or aligning with changing market dynamics. However, not every rebranding effort is successful. When a rebrand fails, it can lead to significant consequences for a company, including loss of customer loyalty, decreased sales, and a tarnished reputation.
With 14 years of experience in marketing and branding, and been part of my fair share of rebrands. I’ve seen firsthand how crucial it is to understand the fundamentals of rebranding. A well-executed rebrand can breathe new life into a company, but failure to navigate the process carefully can lead to significant setbacks. Here are some key fundamentals to keep in mind, along with common pitfalls to avoid.
Disconnect with Brand Identity
One of the most common pitfalls in rebranding is a disconnect between the new brand image and the company’s core identity. When a rebrand strays too far from the brand’s original values, mission, or heritage, it can alienate existing customers who feel a sense of loyalty to the original identity.
When Gap attempted to change its logo in 2010, the new design was met with backlash from customers who felt it lacked the authenticity and familiarity of the…
