Full Definition
A rebrand is not just getting a new logo. It's a fundamental review and redesign of how your business presents itself to the world — which can include your name, logo, visual identity, positioning, messaging, and even your business model. There are two main types: **Partial rebrand**: Refreshing visual elements (logo, colours, fonts) while preserving brand equity. The brand's fundamental personality stays the same. Useful when you've evolved but your visual identity looks dated. **Full rebrand**: Changing name, positioning, and identity — typically when you're entering new markets, merging with another company, or genuinely pivoting what you do. When is a rebrand justified? - Your visual identity looks 10+ years old and doesn't match your quality level - You're targeting a significantly different audience than when you started - Your reputation has a problem you need to move away from - You've merged or acquired another company - Your name is limiting geographic or industry expansion What makes rebrands fail: - Rebranding for the wrong reason (boredom, or because a new marketing director wants their stamp) - Not communicating the rebrand story to existing customers, who feel confused or abandoned - Destroying recognisable elements that carry equity (colour, shape, name) without strategic reason - Designing a beautiful new identity that teams can't execute consistently Actionable tip: Before starting any rebrand, survey your 20 best customers: 'What's the most valuable thing about working with us?' The answer tells you what brand equity to preserve through the rebrand, not destroy.