Rebranding
Rebranding is the strategic process of reshaping how an organization presents itself, from its visual identity and positioning to the way it communicates. It can be partial (a visual refresh of the logo, colors, or typography) or complete (a new name, mission, target audience, and visual style). The most common triggers are mergers, shifts in the market, an outdated image, or the need to reach a new audience.
Rebranding is a major strategic decision with a measurable impact on revenue, customer trust, and company value. Here is what the data says about why it pays to approach it carefully:
- Brand consistency can increase revenue by up to 33%. A 2019 study by Lucidpress (now Marq) that analyzed more than 200 organizations across industries found that companies that present their brand consistently earn up to a third more revenue (Lucidpress/Marq – State of Brand Consistency, 2019 and 2021)
- Strong brands earn higher margins: a McKinsey analysis of 90 companies in six sectors showed that B2B companies perceived as strong brands achieve an EBIT margin of 13%, while companies with weak brands reach only 6% — a gap of more than 100% (McKinsey – B2B Business Branding)
- 82% of marketers have worked on a rebrand during their career. The average process takes 7 months and requires updating 215 brand assets on average. The most common reasons are updating the visual identity (57%) and repositioning in the market (45%) (Bynder – Rebranding Study, 2023)
- A failed rebrand can cost millions: in 2009, Tropicana changed the packaging of its flagship product, removing the iconic orange with a straw. Customers stopped recognizing the product and sales fell by 20%, which meant a loss of more than $30 million in just 30 days (SmashBrand – Tropicana Rebrand Case Study)
FAQ
When is the right time to rebrand?
Companies typically rebrand every 7–10 years, with smaller updates in between (Bynder survey, 2023, 1,002 respondents). The main triggers are mergers or acquisitions, entering a new market, an outdated visual identity, and negative brand perception—cited as a reason by 26% of marketers. The key is not to skimp on research and testing with your target audience.
What is the difference between a rebrand and a brand refresh?
A brand refresh is an evolution—updating the logo, colors, or typography while keeping the core of the brand intact. A rebrand is a revolution—a fundamental change in positioning, messaging, and sometimes even the company name. One example of a successful rebrand is Airbnb, which in 2014 invested roughly $1.5 million in a complete identity overhaul, with a new logo, the Bélo, and the mission “Belong Anywhere” (Brandsonify – Airbnb Rebrand Case Study).
How can you minimize the risk of a failed rebrand?
According to Bynder’s data, updating online assets is the hardest part of a rebrand. Before launch, you need to map every brand touchpoint (215 assets on average), run qualitative research with customers, and plan a phased rollout. Companies that skip testing and change too much at once—like Tropicana—risk losing recognition and customer trust.
Sources:
- Bynder – Rebranding Study (2023) – survey of 1,002 marketers; statistics on the length, scope, and reasons for rebranding
- Lucidpress/Marq – State of Brand Consistency (2019, 2021) – analysis of 200+ organizations; impact of brand consistency on revenue
- McKinsey – B2B Business Branding – analysis of 90 companies in 6 sectors
- SmashBrand – Tropicana Rebrand Case Study – case study of a failed rebrand
- Brandsonify – Airbnb Rebrand Case Study – case study of Airbnb’s successful 2014 rebrand
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