In today’s fast-paced business environment, marked by digital transformation and changing consumer expectations, company rebranding has become a strategic necessity to remain competitive. According to Deloitte (2023), 57% of consumers switch brands if they no longer reflect their values, making rebranding an essential process to sustain reputation and growth.
What does rebranding mean?
Rebranding is the process of substantially or entirely changing a brand’s identity—visual style, positioning, tone of voice, and corporate values. It is more than design; it is a strategic shift that redefines how audiences perceive the organisation.
A strong case is Magnit, a Russian retailer that rebranded in 2019 to focus on families. Its new logo, featuring two lines embracing the letter “M,” symbolised care and attention, repositioning the brand around empathy and closeness.
Beyond the private sector, non-profits such as the ACLU have used rebranding to highlight inclusivity and accessibility, reinforcing trust and legitimacy with stakeholders.
Strategic goals and reasons for rebranding
Rebranding may be planned as part of a long-term evolution or triggered by crisis management. Key drivers include:
- Profit recovery. S7 Airlines overcame losses tied to safety scandals by rebranding into a modern, customer-focused airline.
- Public opinion shifts. Victoria’s Secret faced backlash over outdated beauty standards. Rebranding allowed it to reconnect with a broader, more inclusive audience.
- Strategic repositioning. Walmart reinforced its identity in smart consumption through its “Save money. Live better” campaign.
- Business focus. Delobank, spun off from SKB Bank, sharpened its niche focus on SMEs with a clear identity and optimised services.
Ultimately, company rebranding is about more than aesthetics: it drives value creation, audience expansion, and stronger consumer bonds.
Types of rebranding: full and partial
Depending on objectives, companies may opt for:
- Full rebranding. A complete identity shift, including values, visuals, and mission. Example: Mak.by, created after McDonald’s left Belarus.
- Partial rebranding. Adjustments to fonts, colours, or design while keeping the brand’s essence. Examples: Android, Kaspersky, Detsky Mir.
It is crucial to distinguish rebranding from repositioning: the former alters identity, while the latter refines narrative and market positioning.
Key stages of rebranding
A robust rebranding strategy follows two main steps:
- Research. Market analysis, competitor benchmarking, user journey mapping, and executive interviews to identify business goals.
- Brand identity development. Building the brand DNA, naming, tone of voice, messaging, visual system, and compiling everything into a brand book.
Strategic conclusion
Company rebranding is not just a makeover—it is a competitive lever to grow, reposition, and connect with evolving audiences. Successful execution requires expertise, insight, and creativity.
At Altavoz Comunicaciones, we guide brands through transformative rebranding processes, ensuring each identity evolution drives stronger reputation, growth, and market relevance.