In this post, we’ll explore when it might be time to consider a rebrand, share insights from some big brand refreshes, and discuss our process of a thoughtful, strategic rebrand.
If you’re considering a rebrand to grow your business, this guide is for you.
Rebranding is a strategic decision that usually comes from business changes or new market insights. It doesn’t mean changing things on a whim, just for the sake of it.
Here are some signs that it might be time to re-evaluate your brand:
Your brand might have worked when you first launched, but as you’ve grown, it might feel too small or limited for what you offer now. Brands can be like clothing—a perfect fit at first but eventually too tight for the range of your business.
Over time, businesses learn more about who they’re serving and why. As your audience becomes clearer, you might see new ways to connect with them. A rebrand can help bridge that gap by aligning your visuals and messaging with the people who truly drive your business.
When your products or services grow, it can leave your brand feeling out of sync with what you actually deliver. This is especially true if you’ve added new offerings, entered a new market, or shifted your focus.
Staying current means staying relevant. If your competitors have embraced a fresher approach while you’re still using the same old identity, a rebrand can help you regain a competitive edge and stand out in your market.
A good rebrand can freshen up your image, reintroduce you to your audience, reposition you in the market, and even reshape how people feel about your brand.
Here are some well-known brands that leveraged rebranding to their advantage:
Originally known for vacation rentals, Airbnb’s 2014 rebrand positioned the company as a way to “belong anywhere,” introducing a new logo and positioning that emphasized experiences, community, and global connection. It was a powerful shift that reflected Airbnb’s larger vision and broadened its appeal to larger audiences.
In 2019, Dunkin’ dropped “Donuts” from its name to introduce a broader menu beyond just doughnuts. The new, simplified brand reinforced Dunkin’s coffee-first identity, making it relevant to a new wave of customers and better aligning with its expanding offerings.
Known initially as a “dad” brand, Old Spice rebranded to appeal to a younger generation using a little humour and a bolder design. The brand’s transformation repositioned it as a fun, irreverent choice for young men, and it was a huge success.
In 2023, Brite Water approached us for a rebrand that would better reflect its sustainability-focused mission. As a subsidiary of Little Brown Jug brewery, they needed a refresh that showcased their environmental initiatives and local roots. We worked with their team to refine their story and refreshed their visual system with a clean, modern design inspired by natural ingredients, creating a strong connection between their product and their values
“I felt like my business name and logo no longer worked for what my business had grown into.”
— Patlee Creary, Ph.D., Founder & Lead Facilitator, Reyou Mindfulness.
Patlee Creary came to Little Ghost looking for a rebrand that better reflected her mindfulness retreats and courses. Her original brand, Untold Stories Studio, no longer captured her vision or resonated with her target audience. We worked with Patlee to rename the business "Reyou Mindfulness" and crafted a positioning statement to emphasize its role as a trusted guide for self-discovery. A sleek new logo, calming colour palette, and refined messaging brought the brand to life, helping Patlee attract a wider audience and confidently grow her business.
We build brands that are agile, inclusive and strategically poised to lead the future. See our full portfolio of brands.
At Little Ghost, we see rebranding as an opportunity to realign your business with its vision, not just a cosmetic change. Here’s our approach to a well-rounded, effective rebrand:
We start with deep research into the current market, audience, and competitors. This step reveals tons of new insights and opportunities that help us make informed branding decisions. It’s the foundation for everything that follows.
Every brand has a unique story. Crafting this story helps us connect the visuals and messaging to the core of your brand, focusing on what makes you different and why your audience should care. This story becomes the essence that really drives your rebrand.
A visual identity rebrand isn’t just about choosing new colours or a logo; it involves creating a cohesive look that captures your brand’s whole personality. We dig deep into your brand’s story to design a visual system that reflects your identity across every touchpoint—from logos and colour palettes to typography and imagery.
Good messaging connects with your audience on an emotional level. We develop a set of core messages that clearly communicate your brand’s value, helping you speak to your audience in a way that’s consistent, impactful, and uniquely yours.
Finally, a rebrand needs a launch strategy! We create an actionable roadmap that covers everything from launch steps to guidelines for consistent application. This strategy helps make sure your rebrand reaches the right audience and stays cohesive across all platforms.
It’s easy to assume that a rebrand requires overhauling everything, but that’s not always the case.
Many brands benefit from smaller, more focused updates that modernize their look without changing their core identity.
Examples of subtle updates include Google’s evolving logo, where adjustments to font and colour brought a fresher feel without changing the brand’s recognizable core, and Coca-Cola’s minor packaging tweaks, which kept the iconic design while staying current.
These examples show that a rebrand doesn’t have to be an extreme shift. Sometimes, a gentle refresh is enough to keep your brand feeling relevant and more connected to your audience.
A thoughtful rebrand goes beyond aesthetics and can impact your customer relationships, market position, and internal culture. Here’s what you can expect from a successful rebrand:
Stronger Customer Engagement: When your brand resonates visually and emotionally, customers are more likely to engage with you.
Improved Market Position: Rebranding can help you carve out a clearer, more competitive place in the market and reinforce your authority.
Increased Team Alignment: A brand that feels authentic can motivate your team to embody the brand’s values and become more effective ambassadors.
By now, you know that rebranding can be pretty complex, but we’ve developed a collaborative approach at Little Ghost that keeps the process nice and streamlined:
We believe the best brands are built with the client, not just for them. Through a series of strategic sessions, we guide clients in shaping their brand identity so it feels familiar, intentional, and unique.
Our team approach is designed to match each project’s needs. Instead of a one-size-fits-all team, we pull together specialists who bring industry expertise for a custom-fit experience that aligns perfectly with your brand goals.
We stay with you from the initial discovery phase all the way through to the brand launch, offering continued support to keep your brand aligned with its evolving goals. Our one-year support plan makes sure you have expert guidance as you transition and adapt to market shifts.
A rebrand is a major step, so it’s important to approach it thoughtfully. We’ve found that for many businesses, it’s the key to staying relevant, growing, and making a stronger impact in their market.
If your brand no longer feels like an accurate reflection of who you are or if your audience has changed, it might be time to consider rebranding.
When you’re ready to explore what a rebrand could do for your business, book a call with us. We’re here to help you create a thoughtful brand that not only looks great but also connects more deeply with your audience and organization.
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