Why did clients choose to rebrand?
to tell a new story
to tell a new story about who they are
to replace an outdated look
to be perceived as more professional
to compete more effectively
to become more relevant to a target audience
Fewer than 25% rebranded to attract new demographics, reflect new services, or advance brand loyalty.
The top five results of rebranding are:
have attracted new clients or customers
have more efficiently promoted services, products, or capabilities
have achieved marketing goals
have seen more media or social media mentions
have increased revenues
New customers are attracted to the new stories clients are telling.
A new logo, brand colors,
The identity components updated by more
and website receive the most
attention from clients
than half of participants include:
Business cards, letterhead
of participants updated both their logo and their brand colors together.
One participant noted, "The logo supports the important message of our brand."
Rebranding projects are not
Fewer than half of participants chose to
update the following identity components:
trade show or display materials | brand guide | social media channels print collateral and/or packaging | signage | advertising | core messages uniforms or branded clothing | name | e-newsletter and/or newsletter PowerPoints or presentations | vehicles
Fewer than half of organizations maintain a brand guide, and of those, only 75% feel they implement their brand consistently.
Most organizations keep
their name when they rebrand
75% of organizations noted a positive
impact on employees. Most cited:
alignment with goals
sense of providing premium service
Most organizations conduct
a brand relaunch campaign
of participants conducted a campaign targeting their customers.
Some participants also shared the news of their rebranding with:
stakeholders media employees
of organizations received specific, positive feedback from customers about the logo and the visual brand language.
of participants feel they have maintained brand consistency since rebranding.
The lowest scoring participants for brand consistency announced the rebranding only to customers and updated only four identity components.
Participants were satisfied
96% average satisfaction
"This was the best marketing move we
have made in the history of the company."
"We have made the full transition with a new strong brand that is recognized in our field."
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