A future-proof brand is not only a survivor in the long run. It’s the one that prospers in the midst of continuous change. But many organisations are not aware when their brand is falling behind. Whether it’s through a lack of modern visuals, changing markets or internal misalignment, delaying action can result in losing relevance and clients.
Following are five data-driven indicators that your brand may be ready for a strategic refresh.
If the appearance, tone or overall personality of your brand is no longer who you are or isn’t resonating with your current fan base, that’s a red flag.
57% of marketers in 2023 reported updating brand identity was the primary reason for rebranding.
As companies change over time, images and words that were effective five years ago can begin to age or get out of sync with your present mission.
Example:
In 2021, Gap overhauled its full visual identity, shifting to a sleek minimalist style and messaging that focuses on innovation and inclusivity. The outcome? Significant increases in both sales and engagement, particularly among younger audiences.
If you’re falling behind the competition or customers are losing loyalty, your brand may no longer be performing its function. A noticeable dip in market share or just not being the brand people use as a standard benchmark is an obvious sign it’s time to act.
Example:
When Tropicana rebranded its bag in 2009, it failed. As customers were unfamiliar with the new design, loyal ones became alienated, and sales plummeted by £30 million in just a month. Backlash was so intense that they changed back to the original package and released a brand recovery campaign.
This indicates just how strong brand perception is, and why changes need to be strategic, not cosmetic.
Markets shift quickly. New entrants, new technologies, changing consumer attitudes, any of these can leave a brand behind.
45% rebrand to reinvent themselves in the marketplace
41% do so to reflect a new or changed target audience
Example:
Chobani, which was previously recognised only by yoghurt, rebranded itself as a “food-focused wellness” brand. This transition extended from its mission, packaging and product assortment, to differentiate it in a competitive marketplace and attract health-oriented shoppers. The outcome? Greater market share and more powerful brand awareness.
Your brand is not just an outside-in image. It’s something that your employees should buy into and fight for. When buy-in is lacking internally, it is apparent. Employees may not be certain of the purpose of the brand, or even care less.
26% of marketers indicate that internal buy-in is one of the most significant challenges in a rebrand.
Example:
Todd’s Better Snacks found that their brand was falling short, both with consumers and internally, with their employees. A complete rebranding, in accordance with the values of the company, resulted in significant employee enthusiasm and a resulting sales increase.
If the rest of the world doesn’t get your brand, or worse, links it to bad publicity, it’s time to reset. Indifference, confusion or damage to reputation can all harm long-term performance.
26% of marketers rebrand to address negative perception
Example:
With devastating reputational issues such as the Cambridge Analytica controversy, Facebook rebranded as Meta. This was not a simple name change. It was a change of vision, where they directed their attention to the metaverse and future technologies. Though daring and contentious, it indicated a long-term plan to reposition and restore trust.
Rebranding doesn’t happen overnight. On average, the process takes seven months and includes refreshing more than 215 assets. These include all aspects from packaging to digital platforms.
Here’s what marketers identify as the leading challenges during a rebrand:
| Challenge | % of Marketers Impacted |
| Refreshing marketing assets | 47% |
| Informing the audience about the rebrand | 42% |
| Landing creative alignment | 36% |
| Dealing with the budget | 36% |
| Securing internal buy-in | 26% |
But an expertly executed rebrand can yield big results.
Example:
Jar Joy experienced an 183% increase in brand recognition and a 33-point improvement in market appeal following a rebrand. It also assisted the brand in getting listed with big-box retailers.
If your brand exhibits any of these five signs, it’s likely time for a strategic rebrand.
It can take time, money and coordination, but get it right and the payoff can be revolutionary: revitalised relevance, deeper loyalty and long-term expansion.
