Brand Evolution or Identity Crisis? Just a few words on bad rebrands

Following a few less-than-successful visual rebrands lately and many more that went without a hitch, I decided to dive deep into the topic. How is it that some visual identity revamps are met with flowers and marching bands by their audience and others are subject to gasps of disapproval and, on some occasions, public outrage?

Successful businesses that make it through a refresh unscathed understand that, at some level, part of the ownership of the brand (a stake) has been transferred to the consumer side. That is why people who buy from you are called stakeholders. We, the consumers, hold that stake firmly because, when a product or service consistently delivers joy, solutions, or relief, it becomes an integral part of our lives. For the emotional and comfort-seeking creatures that we are, dramatic changes—especially those that signal a departure from the familiar—can feel threatening. Thus, it's natural for us to clutch our pearls and scoff.

The answer to the question of how branding works is to understand that it is all about creating an emotional link between your brand and the audience. When the visual identity rebrand accounts for that and preserves these emotional touchpoints, it can enhance the brand’s relevance and strengthen the customer’s attachment. Conversely, disregarding these emotional elements and opting for dramatic transformations in visual identity can send the wrong message of fundamental changes to the core of the brand. This might suggest a shift in how products or services are provided or treated and, as a result, make the existing customer base sceptical.

I would risk a statement that a good visual revamp paradoxically is barely visible. The most successful one is more of a facelift that has its source in the brand's legacy while modernising its appearance, always conscious of the audience's history with the brand.

Less radical, slower in pace, and a gradual evolution of the brand's visual language have one massive benefit: it makes your audience feel included in the process, whereas a sudden, drastic change makes them feel as if you have done something behind their backs.

Consider this: have you ever complained that you are bored with the logo of a product you love and have used for years? And can you imagine the outrage if they were to change it radically? Yet most brands that have become household names have successfully undergone numerous subtle updates to appear more contemporary without altering their core identity.

Most failed rebrands happen when the whole endeavour is a knee-jerk reaction to the competition doing something remarkable, it is a chase after the latest design trends without a strategic foundation, or the top brass and internal team are bored with the visual identity and want to “spice things up”.

To summarise, if you ever decide to go the visual rebranding route, consider your audience and what made them fall in love with your brand. Understand that any significant change must be rooted in strategy and legacy for you to be able to succeed. The key is evolution, not revolution.