Many people associate brands with their logos, like Nike’s iconic swoosh or Apple’s one-bite-missing design. Others know brands by their slogans, like McDonald’s “I’m lovin it,” or L’Oreal’s “Because you’re worth it.” But logos and slogans aren’t what set a brand apart—their story does.
Brands with strong stories use their messaging to communicate clear values and evoke distinct feelings in their audience. When your brand launches new services, expands to new avenues, or adjusts to market shifts, it’s common for your messaging to stay stuck in an earlier chapter of your story.
When that disconnect grows too wide, it could be time for a rebrand.
Why Companies Rebrand
A rebrand refreshes the way your company tells its story. By evolving your look and messaging to reflect who you’ve become, you can improve your connection with your audience and signal a new chapter of growth.
Companies choose to rebrand for a range of reasons:
Outgrowing the Original Identity
When a business expands its services or refines its audience, the original branding may no longer fit. What once captured the energy of a scrappy startup may not reflect the broader, more established company it has become.
Internal Changes
Shifts in leadership or priorities can create a disconnect between what a brand communicates and what the company now represents. Rebranding realigns the external message with the company’s evolving mission.
Market Evolution
Industries constantly change as competitors get louder, trends shift, and customer preferences evolve. A rebrand helps businesses stay relevant and stand out in a crowded market.
Public Perception
Outdated visuals or unclear messaging can distort how the public views a brand. A rebrand reshapes perceptions and invites customers to see the company with fresh eyes.
What You Gain from a Rebrand
A rebrand sharpens your identity and moves your business forward with intention. Done well, it can bring your purpose to light and strengthen connections both inside and outside your company.
One of the biggest advantages of a rebrand is clarifying your position in the market. A refined brand voice will set you apart from competitors and highlight what makes you unique. This clarity builds credibility and shows customers why you’re the best fit for their needs.
A rebrand also deepens customer trust. When your messaging and visuals reflect your mission, your brand resonates more authentically, which helps you create stronger, long-lasting relationships.
Internally, a rebrand aligns your team around a clear purpose. When your values are well-defined, employees feel more connected and motivated to move forward together. A strong brand identity nourishes your culture and builds momentum.
The rebranding process itself often sparks new opportunities as well. By rethinking how you present yourself, you can uncover fresh ideas and new directions that push your business even further.
A strong brand identity nourishes your culture and builds momentum.
Signs It’s Time to Rebrand
Your brand is often your audience’s first impression. If it’s not reflecting your stand-out qualities, it could be holding you back. For example, if an innovative tech company has a clunky, outdated look, potential clients may assume their services are also outdated.
Or think about companies that have grown exponentially. The branding that once felt personal and intimate may now feel too busy or old-fashioned to represent it’s full capabilities.
Image Source: AltCraft
To determine whether it’s time to rebrand, ask yourself:
- Does our brand still reflect our vision, mission, and values?
- Are we struggling to differentiate ourselves from competitors?
- Do our customers and employees feel connected to our story?
- Does our brand look and feel outdated compared to others in our industry?
If any of these resonate, a rebrand could be your next step toward reconnecting with your audience and reinvigorating your team.
How to Rebrand with Purpose
Rebranding is a brave move, but with the right approach, it can feel like a natural evolution. The key is to keep your core identity intact while embracing new opportunities. Here’s how to get it right:
Start with a Clear Strategy
Every great rebrand begins with a solid plan. Clarify your story—what’s the heart of your message, and why should people care? When you know where you’re headed, each decision, from visuals to voice, stays rooted in your purpose (and prevents that awkward “Who are we, again?” moment).
Know Who You Are
A rebrand shouldn’t feel like you’re pretending to be something you’re not. Instead, it should amplify what makes you memorable. Identify your strengths and let them shine.
The best brands stay true to their core while evolving to meet the moment.
3. Bring in the Experts (That’s Us)
Rebranding without experts is like trying to cut your own hair—it rarely ends well. The Makeway team has seen it all and we know how to guide you through messaging tweaks, bold redesigns, and everything in between. We’re here to make your rebrand exciting and seamless!
4. Involve Key Voices
Your leadership, employees, and customers have perspectives that matter. Involving them early makes your brand feel more relatable and real. Think of them as co-authors who shape the story so it resonates with both your team and your audience.
5. Keep It Consistent
Consistency across all touchpoints—your website, social media, emails, and even your business cards—builds trust and recognition. Makeway can tie everything together so your brand feels cohesive as opposed to a DIY patchwork.
Rebranding Success Stories
The best rebrands tell stories of resilience and growth. They showcase a company’s ability to evolve with intention and make a lasting impression. At Makeway, we help brands shape their next chapter with strategy, vision, and bold creativity.
When UDig NY partnered with us, they sought a modern brand identity that would demystify the complex world of safe excavation practices and strengthen trust with contractors, homeowners, and industry stakeholders. We crafted an approachable brand that simplified their message while reinforcing their authority and commitment to public safety.
For the Nalgene Water Fund, we reinvigorated their commitment to clean water access for domestic communities by developing a cohesive brand presence that included a custom logo, a compelling landing page, exclusive Nalgene bottle designs, email marketing, and promotional materials. The NWF bottles quickly became best sellers on Nalgene.com for months after launch.
Genome Medical came to us needing a brand identity that reflected their cutting-edge work in genetic healthcare and created a seamless experience for their audience. To build a cohesive brand system across all touchpoints, we designed an intuitive website and a refined brand system that elevated their messaging while ensuring consistency at every interaction.
Your Next Chapter
As companies grow and change, their original identities can lose relevance. A thoughtful rebrand amplifies your purpose and creates a seamless experience across every touchpoint. Rebranding is about more than a new logo or color scheme—it’s an opportunity to rediscover your identity and tell your story in a way that resonates.
At Makeway, we’re here to guide you through every step of the rebranding process. From vision, to strategy, to implementation, we serve as your partner in creating a stronger, more authentic brand. Are you ready for your next chapter? Let’s start a conversation.
