“You need to make sure you’ve identified a shift or change that genuinely warrants a rebrand—a need, not just a want,” said Interrupt Associate Creative Director Erin Kunz. “When you start with the right “why,” you have a foundation for a successful reimagining of the brand. Rebrands that are done purely for aesthetic reasons, without really thinking about the strategy that underlies the visuals, don’t often work.”
When is the right time?
The Interrupt team developed a list of four moments when a company should consider a rebrand and why. Let’s briefly break down the four situations that warrant a reexamination of the brand’s visual identity and character.
1. Your business strategy is changing
Perhaps you plan to expand your target audience, change your product offering or shift how you go to market in some other way. “The old identity no longer represents your new vision and goals,” says Interrupt’s Associate Creative Director Chris Graver. An update to your brand’s identity would warrant updates to your brand’s look and feel, too, especially if your current image is limiting the reach of those changes. Just be sure whatever changes you plan actually coincide with movement in the company. “You have to be able to back it up; if you do it too soon and you’re not necessarily ready, it won’t get any traction,” Graver said.
Industry Example: From VSI to PEPA
When the Vinyl Siding Institute began representing a more diverse group of polymeric products, not just vinyl siding, it was time for a reimagining—such a major shift in business strategy demands a new name and look. So VSI became PEPA, or the Polymeric Exterior Products Association. The organization has now drummed up excitement among new members who didn’t have an association to join and feel represented.
2. Your branding doesn’t reflect who you are anymore
A change in visual identity can create massive shifts in an audience’s perception of a brand. And a rebrand with this in mind doesn’t have to be all-or-nothing. Changes can be incremental or subtle and still have a major impact. “You may need a brand evolution rather than a full revolution—change doesn’t have to be seismic to get the effects you’re looking for,” Erin said. “These may be good strategic reasons for a rebrand, but how you go about doing that depends on your specific brand’s needs.”
Industry Example: Sakrete
For Interrupt client Sakrete, a supplier of bagged concrete, we updated messaging to focus more on the pro audience and shifted the brand’s original yellow color to a more ownable and distinctive shade. These weren’t massive shifts—yet they had the same modernizing effect on the brand.
3. A company acquisition is taking place
Depending on how the acquisition is structured, folding new brands into an existing company can call for a clarifying of brand architecture. “One strong brand can speak more clearly to consumers than multiple competing brands,” Chris said. “There are competing ideas about which brand has more equity. It’s helpful when you’re bringing employees and products together to have a fresh start through a rebrand so that all the stakeholders can move on from the idea that they’re competitors and come together under the new umbrella.”
Industry Example: MITER
After several strategic acquisitions, MI Windows & Doors transformed themselves virtually overnight from a regional manufacturer to a national entity managing multiple brands. We developed a streamlined brand architecture that would help position them as a national player in the window category while retaining all the equity of their existing brands: MITER. It contained nods to the legacy of MI and its past, but as the new parent brand, it minimized complexity and re-envisioned what the company could look like in its new shape.
4. It’s not clear what you stand for
Every brand needs a unifying story to leverage its full marketing potential. There might be elements of your current brand that don’t allow for that—product features that aren’t well illustrated in your current branding, or previous acquisitions that were never well communicated. Those can easily turn into marketing liabilities. In that case, an evolution and/or rebrand could have a positive impact. “Sometimes parent brands don’t quite have their clear direction on how everybody fits together,” Chris says. “A rebrand can help clarify that and give customers a stronger reason to believe in your brand’s message.”
Industry Example: Oldcastle APG
We created an intuitive brand architecture for our client Oldcastle APG, developing the new tagline Live Well Outside. They’re now able to show visually what they were already doing in the market: owning the outdoor living category.
The final word
To rebrand or not to? It’s an age-old question for companies and agencies alike. Begin by carefully assessing your reasons, then base your approach in strong research and strategy, taking the time to do it right and proactively communicate with stakeholders along the way. With strong strategic reasons and ample planning, a brand overhaul can reinvigorate your company’s go-to-market identity in ways that enhance your relevance to both current and new audiences.
