In a business environment marked by digital transformation and accelerating change, company rebranding has become a strategic tool for keeping brands relevant to consumers who are more informed, demanding and conscious. According to Deloitte (2023), 57% of consumers say they'll drop a brand if it doesn't reflect their values, which makes updating identity a critical process for maintaining competitiveness and reputation.
What does rebranding mean?
Rebranding means fully or partially changing a brand's identity: from its visual style to its positioning, communication tone and corporate values. It's not just an aesthetic redesign — it's a deep change that redefines how the company is perceived in its audiences' minds.
An illustrative example is Magnit, a Russian retail chain that in 2019 decided to focus on families. Its new logo, with lines symbolizing embracing hands, reflected closeness and care for the consumer, reinforcing its strategic purpose.
It's not only commercial companies that need rebranding. Institutions like the ACLU in the United States have renewed their identity to reflect a commitment to diversity and inclusion, showing how this tool also strengthens legitimacy in the public and social sectors.
Goals and strategic reasons for rebranding
The reasons for restructuring brand identity can be planned, or arise from reputational crises. The most common include:
- Restoring profitability. S7 Airlines reversed losses tied to air-safety scandals thanks to a comprehensive rebranding that reinforced its modern, trustworthy image.
- Managing public opinion. Victoria's Secret faced protests for upholding narrow beauty standards. A shift in narrative and branding was essential to reconnect with its market.
- Strategic repositioning. Walmart adopted the slogan “Save money. Live better” to strengthen its positioning around smart spending.
- Business focus. Delobank, spun off from SKB Bank, redefined its identity to specialize in SMEs, optimizing its value proposition.
In short, rebranding doesn't just correct negative perceptions — it also expands audiences, generates value and strengthens the relationship with the market.
Types of rebranding: comprehensive and partial
The scope of the process varies depending on the need:
- Comprehensive rebranding. Means a full redesign of identity, mission, values, communication and visuals. Example: Mak.by after McDonald's left Belarus.
- Partial rebranding. Means adjusting visual or narrative elements without changing the brand's essence. Examples: Android, Kaspersky or Detsky Mir.
It's important to tell rebranding apart from repositioning: while the former transforms identity, the latter adjusts the message without altering the corporate essence.
Stages of rebranding
The process calls for a clear, collaborative method:
- Research. Market analysis, trends, competition and audiences. Strategic interviews to define vision and a user map.
- Brand identification. Developing the brand's DNA, naming, tone of voice, key messages, visual system and guidelines in a brand book.
Company rebranding is more than a redesign — it's a lever for competitiveness that lets a company grow, reposition itself and connect with evolving consumers. Achieving tangible results requires expert support.
At Altavoz Comunicaciones, we help transform brands with strategic vision, creativity and tactical precision, making sure every identity update strengthens their reputation and profitability.