Rebranding is one of the most significant and strategic operations in marketing, requiring in-depth analysis and well-founded justification.
The decision to undertake a rebranding goes far beyond a simple desire for aesthetic change or a temporary solution to improve brand perception.
A rebranding process can be compared to cosmetic surgery: sometimes, a small correction is enough to adjust a detail, while in other situations a complete transformation is necessary to revitalise the brand’s image and enable it to remain competitive in the market.
We can analyse changes to a brand by exploring the different types of rebranding according to the intensity of the changes and the reasons that justify each process, using cosmetic surgery as an analogy to illustrate the different approaches and their applicability.
First of all, it is essential to understand why a brand chooses to undergo this operation. A brand is much more than its name or logo; it represents a set of values, a promise to the customer and, in many cases, the emotional identity with which the public relates.
When a brand faces changes in the market landscape, shifts in consumer behaviour or the need to modernise, rebranding emerges as a way of maintaining or recovering relevance.
Just as in cosmetic surgery, rebranding can involve different levels of intensity, ranging from a slight update to a radical transformation. Each type of rebranding is appropriate for different contexts and situations, which we will describe below.
Minor change: modernisation, updating or technical adjustment
Definition and objective
This first type of rebranding is characterised by subtle changes, generally involving technical adjustments or the modernisation of the brand’s design without altering the essence of its content or its name. These changes may include a new colour palette, typographic changes, updated graphic elements or even a slight modification to the logo to give it a more contemporary appearance.
Analogy with cosmetic surgery
We can compare this type of rebranding to a minor cosmetic correction, such as the slight removal of wrinkles or the adjustment of a facial detail. These procedures do not transform the person, but rejuvenate and enhance their best features without altering their identity.
When it is advisable
This type of rebranding is recommended when the brand is already well established and enjoys a positive public perception but needs to keep pace with market trends so that it does not appear outdated. Companies with a stable and long-standing target audience that wish to preserve familiarity and trust tend to benefit from this type of rebranding.
Practical examples
A classic example is Coca-Cola, which over the years has maintained its distinctive logo and colours, making only minor adjustments to keep up with the times.
Another example is Google, which modernised its logo through subtle changes to its fonts and the arrangement of its elements, while keeping the brand identity recognisable and up to date.
These small changes were made to follow aesthetic trends and maintain visual relevance without compromising the brand’s identity.
Major change: structural transformation without changing the name
Definition and objective
This type of rebranding involves a more significant change to the structure of the brand, which may include adjustments to its visual communication and value proposition, market repositioning and updates to identity elements, while retaining the brand name.
In these cases, the company seeks to reflect a new phase in its value proposition, a significant change in the nature of the business or in the perceived quality of its products or services, or it wishes to reposition itself to better meet the expectations of its target audience or redirect its strategy towards new markets.
Analogy with cosmetic surgery
This change resembles a more profound transformation, possibly combining procedures to reduce body mass or reshape the silhouette with facial reconstruction, hair implants and dental work. The physical appearance changes dramatically, but the individual’s basic structure remains intact. The characteristics most highly valued socially are significantly adjusted to reflect the times or improve appearance.
When it is advisable
A major change is appropriate for companies facing significant changes in the market or in consumer values. This approach is common when a company expands into new areas or needs to update perceptions of its mission and values. It is also a solution for brands undergoing repositioning, such as a company moving from a focus on physical products towards a digital approach.
Practical examples
Burberry, for example, underwent significant rebranding over the past decade, revising its design, style and positioning while retaining both its name and the brand’s British spirit.
This repositioning moved the brand towards a more contemporary aesthetic aimed at younger audiences without abandoning its heritage. Another brand, Starbucks, removed the word “Coffee” from its logo in 2011 and began communicating itself as an experience brand rather than merely a product brand. The new positioning allowed Starbucks to expand beyond coffee beverages while remaining relevant and aligned with new consumers.
Radical change: complete transformation of identity, including a name change
Definition and objective
A radical change involves the complete transformation of the brand, including its name, logo, colour palette, value proposition and, in many cases, the very essence of the company.
Total rebranding is the most drastic approach and is generally adopted in cases where the original brand carries negative associations or no longer serves the company’s current purpose.
Analogy with cosmetic surgery
This type of rebranding is equivalent to witness-protection surgery, in which the identity is completely altered to make way for a “new person”. It is a total reconstruction aimed at separating the brand from its previous identity and enabling it to begin a new life, while still keeping the organisation’s “skeleton” functioning and retaining many of the company’s existing abilities and capabilities.
When it is advisable
This approach is ideal when a brand is associated with a negative image, such as in cases involving scandals, reputation crises or profound changes in the company’s purpose. Companies undergoing a merger or completely changing their market of operation may also choose this complete transformation.
Practical examples
A famous example is Andersen Consulting, which changed its name to Accenture in 2001 following an auditing scandal involving its parent company, Arthur Andersen. The change was necessary so that the consultancy could preserve its business without carrying the burden of the former name.
Another example is Facebook, which more recently changed its corporate name to Meta, signalling a transition towards the “metaverse” and a strategic shift towards virtual and augmented reality technologies. This change not only helped the brand distance itself from a series of image-related problems but also pointed towards a new vision of the future.
Choosing the right rebranding approach
When considering a rebranding, it is essential for a company to assess not only the need for change but also the appropriate level of intensity. A small aesthetic update may be sufficient for brands that simply need modernisation.
On the other hand, deeper or more radical changes are appropriate for companies facing complex situations, such as the need for complete repositioning or negative associations that threaten their future viability.
Some factors to consider before deciding on the type of rebranding include:
- Current brand reputation: Brands with a positive image may benefit from minor updates, while those facing image crises may require a radical transformation.
- Long-term objectives: If the company intends to expand its business or enter new markets, a major or radical change may be necessary to communicate this new phase to the public.
- Market identity: The company’s sector and target audience may influence the type of rebranding required. Dynamic industries such as technology tend to carry out updates more frequently, while traditional brands may opt for more subtle changes.
Professional advice
Rebranding may involve a slight update, a structural change or a complete transformation capable of revitalising and strengthening a brand, allowing it to adapt to changing times and market conditions.
Changing a brand is a complex decision with long-lasting consequences for the company. Like cosmetic surgery, it should be undertaken consciously, with a clear objective and based on a careful assessment of the company’s needs and the expectations of its audience.
Each approach has its appropriate moment and justification, and it is essential that the decision of whether or not to “make changes” is guided by strategic analysis, preserving or renewing the brand’s coherence and identity according to its objectives.
By carefully considering the factors involved and choosing the appropriate level of rebranding, a brand can ensure that the operation is successful both for the business and for the loyalty and trust of its consumers.
Paulo Fidalgo
CEO of Marketividade
