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.
Rebranding is not just cosmetic - it's a strategic decision
✅ 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20 years ago, Lego was facing a major problem: the brand seemed outdated.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 just want to "try something new".
❌ You change your logo, but your brand 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
The strongest rebrandings come from a clear brand 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
