The Right (and Wrong) Reasons to Rebrand

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What is rebranding?
Rebranding is when your company rethinks your marketing strategy with a new name, logo, or design, with the intention of developing a new, differentiated identity in the minds of customers and other stakeholders.

Understanding what rebranding is is only part of the battle. Now, you must ensure you have the right reasons to rebrand.


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Rebrands are complicated and carry big risks.

Even big brands aren't immune — just look at X, which is algeria whatsapp number database considered one of the biggest recent rebranding fails. Elon Musk rebranded Twitter as X in 2023 by renaming and restyling the entire brand.

As a result, 78% of U.S. iOS users gave the app 1-star reviews, compared to 50% two weeks prior. Most of the negative reviews mentioned disliking the new name and logo.

While it will take time to see the true long-term effects of this rebranding, it’s clear that abrupt, random changes to brands with generally positive sentiments and long-standing reputations can be incredibly detrimental.

That’s why knowing the risks of rebranding can help determine whether or not you're jumping into a rebrand for the right reasons.