New focus: Rebranding is more than just design - How to create lasting success with a real concept
Hey, brand makers,
Many people think of rebranding first as a new logo, a new color palette, maybe a fancy new website. But: that's just the surface.
A really strong rebrand happens under the hood - with a new brand strategy, a clear positioning and a message that will still work in five years' time.
Today I'll show you why a rebrand without a concept is useless, which brands have done it right and how you can ensure that your rebrand is not only "beautiful" but also effective.
Example: Peter Dondorf Real Estate
The redesign of the logo for Peter Dondorf Immobilien is a central component of the rebranding we implemented, as it strengthens clarity and recognizability. The new logo looks more modern and distinctive and underlines the company's specialization in real estate.
Rebranding is not just cosmetic - it's a strategic decision
A beautiful but empty rebranding can dilute your brand if there is no clear strategy behind it. Many companies make the mistake of only making visual changes without fundamentally asking themselves:
✅ What has changed in our market?
✅ What do our customers expect from us today?
✅ What new values or offers do we want to emphasize?
✅ Does our old brand identity still match the new reality?
A rebranding always makes sense if the external image no longer matches the brand's true identity - but it must also be reflected in the communication, the product and the overall brand experience.
Two brands that have shown that rebranding is more than just design
💥 Lego - from almost failed toy manufacturer to global icon
20 years ago, Lego was facing a major problem: the brand seemed outdated. They had diversified too much, new product lines were flopping - and the classic Lego image had become unclear.
Instead of just changing the packaging and the logo, Lego did something else:
✅ They refocused on what had made the brand great: creativity & imagination.
✅ They specifically developed sets for different age groups, including adults.
✅ They connected with pop culture (Star Wars, Harry Potter) and focused on co-creation with fans.
The result? A rebranding that happened not only visually, but in the entire brand strategy - and brought Lego back to the top.
💥 Burberry - from an old traditional British house to a modern cult brand
In the early 2000s, Burberry had a massive image problem. The legendary check pattern had become a symbol for fake products and cheap copies. Instead of clinging to the past, Burberry took a radical rebranding step:
✅ Focus on luxury & exclusivity instead of mass appeal.
✅ Rejuvenation through targeted campaigns with new, trendy faces (Emma Watson, Riccardo Tisci as creative director).
✅ More digital innovations: Burberry was one of the first luxury brands to use virtual fashion shows and augmented reality in the shopping experience.
Today, Burberry is once again one of the most sought-after high-end brands - thanks to a complete strategic realignment, not just a new logo.
When you should think about rebranding
You don't need a rebrand if:
❌ You just want to "try something new".
❌ You change your logo, but your strategy remains the same.
❌ Your rebrand has no clear reason or goal.
You should think about rebranding if:
✅ Your brand no longer fits what you offer today.
✅ Your customers have changed - and you with them.
✅ Your brand seems outdated visually, strategically or communicatively.
The bottom line: rebranding means change - not just a new look
If you only change your logo but leave the rest the same, you haven't really rebranded.
The strongest brand relaunches come from a clear strategy:
🔥 Lego has focused on creativity & pop culture.
🔥 Burberry has evolved from mass-market to luxury brand.
🔥 And if you do it right, your rebrand can not only refresh your brand - but completely transform it.
So: Does your brand really need a rebrand - or just a few new colors? 😉
See you soon, stay strategic & courageous,
Chantalle
