Thinking about a rebrand? Here’s how to do it right.
Dav Nash
8 min read
Rebranding. It’s the word that can strike equal parts excitement and terror into the hearts of agencies everywhere. It’s a brand new shiny identity, but how do you even start turning it into an expensive game of “spot the mistake?”
Digital rebranding has nothing to do with putting a new logo on everything and calling it a day – it’s about transforming your agency’s identity so it speaks directly in the face of today’s markets.
Do it right and it will help you attract better clients, stand out from the crowd, and give your competitors a reason to start sweating. Do it wrong and, well, you won’t do it wrong because we will show you what makes a rebranding effective:
Rebranding isn’t just about giving your agency a fresh coat of paint, but about taking your old reliable Mini Cooper and turning it into something a little bit more supercharged. But why does it matter so much?
An outdated brand identity is like wearing flares to a Taylor Swift concert. Sure, they may be functional but you need to show you’re ahead of the curve.
A tired brand can make clients wonder if you’re still using dial-up. By updating your voice, visuals, and vibe, you’re saying “we’ve evolved too.”
Look at something like Netflix making the change from DVD rentals to a global streaming giant. No, we forgot they did that too!
While your old branding may have worked wonders when you started out, but now it’s like trying to push MySpace to Generation Z. New audiences can create new revenue streams.
The digital world changes faster than a toddler’s mood.
If your agency isn’t keeping up, you risk being left behind wondering why everybody is obsessed with the next big thing. When you rebrand, you get to line up with current trends. It’s not just about proving you’re relevant, but you’re leading the charge too.
A rebrand will help you shake things up and be the agency that gets remembered. You need them to need you.
Rebranding is not just about looking good, it’s about results. A great rebrand will pay for itself, ramping up that ROI.
Sure, you can rebrand your agency by yourself, but it’s almost like trying to cut your own hair. So let’s forget those terrible lockdown haircuts and show you why a digital rebranding agency will work:
Rebranding agencies will know what’s hot, what’s not, and what will look good in three years’ time. They can help you avoid rookie mistakes. Hint: Comic Sans isn’t quirky.
Agencies can look at your brand and say here’s what’s not working without offending your baby.
Rebranding involves a whole squad of experts, from strategists, writers, and someone who knows what fonts actually work. Getting the A-Team working on your rebrand rather than Dave from marketing, who messes around with Photoshop at the weekend, is far better.
Rebranding is a full-time job. If you try and do it alongside everything else, you’ll burn out faster than a graphic designer’s creativity after their 14th coffee. Let the pros handle it so you can keep doing what you’re good at.
A bad rebrand can do more harm than good. Remember the SoCo rebrand? No? Us neither. And that’s why. A digital rebranding agency will research and strategise so your rebrand doesn’t belly-flop.
Trends, they come and go. Whoever said the mullet was good first time round seriously needs a good talking to right now. But if you want to be on top of it all, keep an eye on these trends:
Less is more. Clean lines, neutral colours, and going as far away from neon gradients as possible keeps it simple.
People want to feel seen, not just marketed to. Personalisation matters because you’re speaking directly to that singular customer, saying “hey, we get you. You’re not just another email address in our CRM. Promise.”
Content is king. Video is king-ier. In fact, it’s the entire royal family. If your rebranding doesn’t encompass killer video content, you’re missing out. Get it right and people will swipe right.
A digital rebranding agency is like finding the right pair of jeans. Yes, it takes some effort, but when it’s right, you’ll wonder how you ever lived your life without them. Look for:
Proven industry experience, as expertise means fewer awkward moments and more “wow, they get us” moments.
Collaboration. You don’t want them to work for you, do you? You want an agency that treats you like a partner, not just another client. Teamwork rather than an email with the subject header “here’s your new logo, cheers, all the best!” Collaboration ensures your brand feels authentic, not a one-size-fits-all template.
If you’re thinking that a digital rebranding agency is a leap into the unknown, and an expensive one at that, it’s actually an investment that pays dividends. But how do you get the most bang for your branding buck?
Not all rebranding agencies are created equal. If they promise you the moon on a stick and then give you a blurry photo of it, you could have saved a lot of hassle by checking their portfolio first. You know the drill. The right agency will understand your goals and bring unique and fresh perspectives. They are your wingman, co-pilot, consigliere.
Visualise it. What will success look like for your rebrand? Customer engagement or retention? More traffic? Trends on TikTok? Whatever it is, defining it will give you a solid roadmap for success.
Your agency’s full of creative experts, so trust them. But a little collaboration goes a long way. When agencies and clients work together, the results can be magical. On the other hand, if you micromanage Office Space style, you’ll end up with a logo no one likes, and that means you as well.
When the dust has settled, take stock. Are people talking about your brand for the right reasons? How does that graph look? Is it making a nice upward slope? Your rebrand shouldn’t just be an aesthetic upgrade but a strategic move that impacts the bottom line. Results Reap Rewards. Really!
There’s countless examples of unsuccessful rebranding, but the digital world is full of brands that have absolutely nailed their rebranding efforts. A fresh coat of paint (or pixels) can work wonders:
This UK-based pub retailer and brewer decided it was time to spruce things up. Their digital rebrand included a distinctive new logo, custom typeface, and a countryside-inspired colour palette of green, bronze, and grey. A strong rebrand doesn’t mean ditching your roots. Greene King focused more on what made it unique: its heritage. You can stand out in a crowded market by going back to what makes you, you.
Lockdown forced a lot of changes. The digital rebranding agency UNBXD worked with this company to create an entirely new brand, including social media and web design. If there’s a lesson to be learned here: don’t wait for the perfect moment to rebrand. With the right strategy, a global pandemic can’t stop you from making an impact.
No matter your industry, standing out is key. In the competitive higher education sector, the University of Suffolk underwent a major rebrand to reflect its newly acquired full university status.
The branding world is evolving faster than Donald Trump’s political narrative. Staying ahead of the curve isn’t just an option, but a necessity. What does the future hold for brands in the digital age?
One-size-fits-all is about as appealing as a free t-shirt. It never fits quite right! We want experiences based on our preferences. A brand that delivers personalised products, interactions, and content will be the victor. Use data smartly to create a brand experience that feels personal (without veering into mind-reading territory).
Augmented Reality (AR) and Virtual Reality (VR) experiences means the digital world is becoming more immersive. Experiment with those ways to engage your audience.
The environment, it’s kinda important. More than ever, consumers want to align with brands that prioritise sustainability. Greenwashing isn’t going to cut it; you need to be transparent about your sustainability initiatives and make them part of your brand story.
The days of brands dictating their image without input are dust and done. Communities in the digital age play a significant role in shaping brands. So, social media reviews and even co-creation- it’s all grist to the mill.
Don’t look blankly making the right “uh-huh” noises when they are telling you what will make your brand journey better.
The digital landscape changes constantly. A good rebranding agency will help you understand what it takes to move as if you are in the crosshairs constantly.
Stay curious, stay flexible, and never stop learning.
And remember, even if your first attempt at rebranding doesn’t work, there’s always room for a sequel. Just work hard on making them less like The Godfather Part 3 or Speed 2: Cruise Control.
Rebranding is not about changing your logo or picking a new font. It’s about reinvigorating your entire business and connecting with your audience on a deeper level. Whether you’re a legacy brand or a startup finding its feet, a digital rebranding agency will help you on your ongoing journey of adaptation. Embrace the process and enjoy the ride (but if you need a digital rebranding agency and they suggest Comic Sans, run a mile).
