A rebrand is when a business decides to change or update the brand or branding of a product, service, or even the company itself. 

In the sections below, we’ll explore the purpose of a rebrand, how it supports an organization’s goals, and examples of why companies choose to make these important changes.

The Concept and Types of Rebranding

Rebranding comes in many forms, but it’s always about creating a stronger, clearer connection with the audience.

Below are the two main types of rebranding:

1. Partial Rebranding

This means changing only some parts of the brand, like updating the logo, website, or slogan. 

For example, ESPN is planning to rebrand ESPN+ as ESPN Select, but it’s still the same service at the same price. This helps make the brand feel new without changing everything.

2. Total Rebranding

This is a bigger change. It often includes a new name, a new design, and a new message. It’s usually done when a company wants to start fresh. 

A good example is when the app Picaboo didn’t do well in 2011. The creators rebranded it as Snapchat and added new features like captions. That change helped the app become a big success.

Sometimes, companies also rebrand to protect their image. If a business has a bad reputation or a name that no longer works, rebranding can help rebuild trust. As Jeffrey Goldberg, editor-in-chief of The Atlantic, changing a company’s name or image is sometimes needed for self-protection.

In the next section, we’ll look at why rebranding matters and how it helps an organization grow.

The Role a Rebrand Plays in an Organization’s Growth and Identity

When you rebrand, you can update your look, message, or even your name to better reflect who you are today. If you’ve grown from a small startup to a larger business, rebranding can help you appear more polished and ready to scale.

Here’s why rebranding matters:

Keeps You Current – Styles and customer needs evolve. Rebranding helps you stay modern and avoid looking outdated.

Attracts New Customers – A fresh, clear brand can grab attention and bring in people who may have overlooked you before.

Re-engages Your Audience – Updating your brand shows loyal customers that you’re evolving and committed to growth.

Fixes a Poor Reputation – If your business faced challenges, a rebrand offers a clean slate and a chance to rebuild trust.

Reflects Growth – As your business expands, your brand should reflect its new size, goals, and values.

Builds Trust – A consistent, professional brand makes it easier for people to connect with you and feel confident in what you offer.

Supports a New Direction – Offering new products or changing your mission? Rebranding keeps everything aligned.

Boosts Visibility and Sales – When people understand your brand and feel good about it, they’re more likely to engage and buy.

Next, we’ll explore how to know when it’s the right time to rebrand—and what signs to look for.

Signs It’s Time to Rebrand

Sometimes, you might feel that your brand no longer fits your business. Here are some clear signs that it might be time to rebrand:

1. Your Business Has Changed 

If you offer new products, services, or serve a different audience now, your old brand might not tell your full story. A rebrand helps everything match who you are today.

Look at Dunkin’ Donuts, which rebranded to just Dunkin’ in 2018. They weren’t just about donuts anymore; they had coffee, sandwiches, and more. The new name matched their broader menu and modern image.

2. People Don’t Understand What You Do

If your name, logo, or message confuses people, that’s a problem. A clear brand helps customers quickly know what you offer and why it matters.

The job site BackRub changed its name to Google. The original name was confusing and didn’t clearly show what the company did. The new name was short, catchy, and easier to understand.

3. You Look Outdated 

Design trends change fast. If your visual assets or websites look old, people might think your business is behind the times. Rebranding your logo, packaging, or taglines helps you look fresh and current.

Instagram updated its logo in 2016, moving from a detailed camera icon to a simple, colorful gradient. Some users were surprised at first, but the new look made the app feel modern and clean.

4. You’re Attracting the Wrong Audience 

Maybe the people reaching out to you aren’t the ones you want to serve. A rebrand can help attract your ideal customer by sending the right message.

For instance, Burberry, once seen as a luxury fashion brand, became associated with gang culture in the UK. They rebranded with new leadership, fresh designs, and better control over who wore their clothes, bringing back their high-end image.

5. You’re Getting Bad Press or Have a Bad Reputation 

If your business has had problems in the past, rebranding can help you start fresh. It shows people that you’ve changed and are ready to move forward.

After several public problems, Uber rebranded in 2018 with a new logo and softer image. The company wanted to show it was changing and becoming more people-focused.

6. You Look Like Everyone Else

If your brand blends in with others in your industry, it’s hard to stand out. A rebrand helps you create a unique identity that people remember.

In a crowded market of digital banks, Monzo chose a bold, bright coral card and a modern name to stand out. The rebrand helped them get noticed and attract younger users.

7. You’re Expanding or Entering New Markets

If you’re growing, moving to new places, or targeting a global audience, your brand might need an update to fit a bigger stage.

Apple Computers became just Apple Inc. in 2007. The name change came as they moved beyond computers to offer phones, tablets, and more. The rebrand helped them appeal to a global tech audience.

If any of these signs sound familiar, it might be time to think about rebranding. 

Rebranding takes time and thought, but when done right, it can help your business grow, look better, and connect with the right people. Next, we’ll look at some real-life examples of successful rebrands.