Rebranding is more than just changing your logo or colors—it’s about evolving your brand’s identity to stay relevant, competitive, and aligned with your mission. Done right, it can transform perception, attract new audiences, and spark new growth. Done wrong, it can confuse or alienate your loyal customers.
In this blog, we break down how big brands successfully rebranded and the lessons you can apply to your own business.
What Is Rebranding?
Rebranding is the process of refreshing or redefining your brand’s identity. It may involve:
- A new name, logo, or tagline
- Revamped visual identity (colors, fonts, imagery)
- New tone of voice or messaging
- Positioning shift to target a different audience or market
Businesses rebrand for various reasons: a merger, outdated image, change in business model, or the need to reposition themselves in the market.
Why Rebranding Matters
- Staying relevant: Consumer preferences change. A modern look and voice can help maintain relevance.
- New markets: A rebrand can help you appeal to a new audience or reflect global expansion.
- Differentiation: A distinct identity helps you stand out from competitors.
- Reputation recovery: Rebranding can signal a fresh start after negative PR.
5 Big Brand Rebrands and What We Can Learn
1. Airbnb: From Boring to Belonging
What they did: In 2014, Airbnb introduced a new logo, redesigned its platform, and redefined its mission around “belonging anywhere.”
Lesson: Brand purpose matters. Align your visuals and messaging with your core belief. Airbnb’s rebrand wasn’t cosmetic—it expressed their deeper mission.
2. Instagram: Simplicity Speaks Louder
What they did: In 2016, Instagram replaced its skeuomorphic camera icon with a bold, gradient glyph. The app also updated its interface for a more minimal user experience.
Lesson: Don’t fear bold moves. Visual shifts can signal a platform’s evolution. Just ensure the change is intuitive and still feels familiar.
3. Old Spice: Targeting a New Audience
What they did: Old Spice repositioned itself from a dated “dad brand” to a fun, masculine choice for younger men—with quirky, viral campaigns and bold packaging.
Lesson: Great storytelling can change perceptions. Understand your audience and speak their language, even if it means redefining everything.
4. Dunkin’ (formerly Dunkin’ Donuts): Less Is More
What they did: In 2019, Dunkin’ dropped “Donuts” from its name to reflect its broader menu and modern brand personality.
Lesson: Rebranding doesn’t mean losing identity. It’s about clarity. Dunkin’ stayed recognizable while signaling evolution.
5. Burberry: A Luxury Turnaround
What they did: Once associated with counterfeiting and outdated designs, Burberry rebranded with runway revivals, digital innovation, and celebrity influence.
Lesson: Consistency and modern aesthetics can revive legacy brands. Reinvent your visuals and experience to rebuild brand equity.
When Not to Rebrand
- You’re bored of your branding (but customers still love it)
- Your business hasn’t evolved significantly
- You lack a clear strategy
- It’s a reactive move (like chasing trends or copying competitors)
Rebranding without a strategic reason can backfire. You risk confusing your audience or diluting your message.
How to Approach a Successful Rebrand
- Start with research: Understand how your brand is currently perceived.
- Revisit your mission and vision: Make sure your new brand aligns with your purpose.
- Audit your brand elements: Logo, fonts, tone, visuals, etc.
- Map your audience: What do they want? What do they feel about you?
- Hire the right creatives: Strategy and storytelling are as important as design.
- Launch strategically: Announce, explain, and educate your audience.
A rebrand isn’t a shortcut—it’s a commitment to growth. The most successful brands don’t just change their look—they reshape their story while staying true to their essence.
Whether you’re pivoting, scaling, or just starting out, remember: consistency, clarity, and authenticity are the pillars of a rebrand done right.
Need help crafting a rebrand that resonates?
Brandifyy helps you redefine your brand identity, positioning, and visuals with intention and impact.
Let’s shape a brand your audience won’t forget.