Keys to a successful brand glow up

We love when an old dusty brand has a glow up.

It’s nothing to be afraid of. Some of the biggest brands out there have rebranded into newer, sexier versions of themselves.

And if you want your brand to stay relevant, you gotta get a bit of that nip-tuck.

But it’s not just what’s on the outside that makes you beautiful.

It’s what’s on the inside, too.

The same goes for rebranding. The aesthetic changes are super important, signifying your brand's new era.

But it runs deeper than that.

A rebrand carries through from storefront (digital or irl) to the outside world. Logo redesign and packaging are one thing. Store remodels and brand messaging, advertising and tone are a whole other.

So, what makes a rebrand truly successful?

Rebranding is the process of modifying your brand's image, identity, or market position to better align with your strategic goals and target audiences.

According to Forbes, you won’t know where to go if you don’t know where you already are.

By that I mean, the core messaging of your brand, i.e. your values and messaging, are the heart of your brand. And they need to be the heart of your rebranding efforts. Because you must know who you are as a company before you can even start to make any changes.

To remain an authentic brand, allow your values to guide your company’s progression.

You also need to look deeply at your company and determine what’s working and what’s not. And this can't just be based on your feelings. Analytics must be a strong factor in these decisions.

This is how you can decipher the elements you should keep and the ones you should not.

You also need to be super clear on the reason behind the rebrand.

Ask why it’s necessary. Does it reflect a pivot? Change in product? In identity?

Are you looking to refresh a stale image? Appeal to new customers? Move away from negative connotations?

According to Forbes, having a solid business reason to rebrand is the most crucial aspect of creating a successful one.

And above anything, remember that rebranding any aspect of your business requires a lot of preparation and careful planning. Whether it’s a change in your marketing message, your logo, website or even your name, you have to clearly establish your new identity. All while still respecting your core customers that got you to where you are today.

Here are some of our fave examples of successful rebrands:

There are levels to this sh*t. In some cases, the company will completely change its brand identity.

AKA a full rebrand.

It involves a whole new appearance, including a different logo, colour palette, and imagery. It also includes changing how your voice sounds, by adopting a new brand voice and key message.

Kia’s rebrand in 2022 is a good example of this.

Others opt for a partial rebrand.

This is where a company will overhaul some elements of its brand identity. For example, they may adopt a new colour palette or updated logo, but with the voice and messaging style remaining the same.

A brand may do this when it has a strong and established reputation, but it needs updating or doesn’t stand out enough from competitors.

An example of this is Dunkin’ in 2018.

Then you have the brand refresh.

These are small, targeted changes. This may be to formalise brand developments like slight messaging changes. It’s a way to keep your brand relevant without creating a whole new identity.

An example of this is Facebook, in 2023.

If you're thinking about rebranding, just remember that it can make or break you.

So whatever your reasons, ensure you do your due diligence, or risk a flop like a bad face-lift. Nobody wants to see that.

-Sophie, Writer