Listen to this article
When we think of rebranding, we think of how it all as a concept would look glamorous on paper. A new logo, some modern colors, and a sleek font (or fonts). It would all feel like a makeover montage from a 2000s rom-com. But just as in movies, the glow-up doesn’t always land. Sometimes, a rebrand can do the exact opposite.
It could cause consumer confusion, alienate loyalists, and may spark what the market loves to dramatically call a “brand suicide.” And no, this guide is NOT against rebranding. Sometimes to revive a brand or even make it more dominant, rebranding is essential. However, this guide is all about discussing how to implement the right rebranding strategy. And not one that sinks your brand’s name.
Good Intentions or a PR Nightmare?
Maybe they were good intentions that turned into a PR nightmare? The problem that occurs with many rebrands is that they don’t answer that one question that is necessary to answer and explain as well: Why? This one little question should have a strong answer. One that justifies the rebranding decision. And no, before you think that you don’t owe it to someone to explain, let me stop you and say that your consumers are people who you owe literally everything to. Because without them, your brand would never stay. Without a strong reason, your rebrand may feel forced or unnecessary.
Take Dolato’s recent rebrand as an example. Instead of being perceived as a natural evolution of this gelato brand, it raised eyebrows in confusion. Dolato created an anticipation by deleting their logo on Instagram and all their posts. They then teased that they will be back, making everyone on the edge of their seats. Wanting to know and eager to see what they were up to.
However, the reveal left many disappointed. The new logo’s colors, along with their design, were perceived as odd and irrelevant to the brand. Yes, the new logo contained their selling mini dolato star product; however, from the perspective of a lot of marketers and loyal fans of the brand, they could’ve done better or simply stayed without the rebrand.
Past (Failed) Rebrands
I wouldn’t want to call them cringe-worthy brand makeovers, but to be honest, some in the past were that. The following are some examples that should’ve never existed. Here are a few infamous ones:
- Tropicana (2009): I would always mention this example because, dear lord, it was indeed disastrous. In 2009, Tropicana decided to replace its iconic orange-with-a-straw image with something resembling a generic store brand. Let’s just leave it at the fact that sales plummeted by 20% in just two months. Which forced them to go back again to the old packaging, “ana rayeh feen ana rage’ tani,” Amr Diab style.
- Gap (2010): Rolled out a new minimalist logo (seriously, what were they thinking using a normal font and black and white only?) That decision got called “Crap” instead of “Gap.” Six days later, they backtracked and returned to their classic design.
- Facebook > Meta: We all know that genius Mark Zuckerberg, who created Facebook at such a young age, wasn’t so much of a genius when he chose to rebrand the whole thing into Meta. Yes, we understood where he was coming from (referring to the metaverse) and everything; however, the sarcastic critics of rebranding in what would be the worst year for “Facebook” back then were incredibly loud and controversial.
Consumer Ego: The Psychology Behind It
Because consumers are human after all, they have emotional investments in brands. They feel a certain sense of ownership, almost like the brand belongs to them or to a part of their daily use. That is why when a company decides to simply wipe away that sense of belonging through their logo change.
All in favor of a “fresh start,” sometimes it may feel like you’re betraying their loyalty or just readjusting their perspective of your brand. That is why your rebrand has to be justified and explained. Because a bad rebrand isn’t just a missed marketing opportunity. It is a psychological change or shift directed towards your loyal base.
Lessons to Learn From The Wreckage
So what can we take away from these brand makeovers-turned-mishaps? A few golden rules stand out and you have to be careful with their implementation:
- Always tie the rebrand to a genuine business evolution.
- Test with real customers before rolling out globally.
- Don’t ditch what works. Instead, enhance it.
- Subtlety often wins over that shock value you’re wishing to implement.
To Rebrand or Not To Rebrand?
Rebranding is a powerful tool. However, it only is when it’s done correctly and for the right reasons. It can signal growth, new vision, or modernization. But when done just to look trendy or “different,” or even aimlessly without a real reason, it risks falling under the brand suicide category. The moral of the story? Don’t fix what isn’t broken, and if you do, make sure the repair job is worth the cost.
