✅ 1. you need more than dissatisfaction

"I've had my fill."
"Others look cooler."
"We want something new."

Sounds understandable - but not enough.

👉 Rebranding needs a strategic reason, not just a gut feeling.
Example: new target group, new product range, changed vision, internal repositioning.

If you're not sure, talk to a professional. But one who doesn't just see the dollar signs, but wants to give you serious advice. Not everything has to be a huge change.

✅ 2. don't change everything at once

Logo, colors, typography, language, product names, packaging, tonality - uff.

If you turn everything upside down at the same time, nobody will recognize you.

👉 Rebranding can be bold - but it still has to take brand recognition into account.
👉 Otherwise you'll lose regular customers before you gain new ones.

A good rebranding checks out which components are perfectly okay, which need to be slightly revised, what needs to be removed and, yes, what needs to be added. Rarely do you have to throw everything overboard.

Example

Dunkin' Donuts" becomes Dunkin'

Dunkin' Donuts took a radical step in 2018: they dropped the word "donuts" from their name.

Not because they no longer sell donuts. But because they wanted to make it clear: Our focus has long been elsewhere.

What many people don't know:
👉 Even before the rebranding, around 60% of sales came from coffee & drinks - not donuts.
👉 The new branding has finally made this focus visible.
👉 The name, logo, store design and even the ordering experience have been modernized - in the direction of: fast, mobile, urban.

The effect?

 

💰 The brand was sold for just over 8 billion dollars in 2020 - not least because of the increased brand value.

📲 Today, the majority of orders are placed on the go, coffee-to-go is the core of the business.

What you can take away:
A rebranding can be bold - if it makes a development visible that is already taking place.

Dunkin' didn't just introduce a new logo.
They made it clear: We're not just cute - we're smart, fast, relevant.

And that's exactly what branding is.
It's not just pretty - it makes sense.

✅ 3. rethink - but don't discard everything

What is already working well? What is often mentioned, bought, praised?
Not everything old is bad - and not everything new is better.

👉 Capture what creates brand identity.
👉 And build on this instead of starting from scratch every time.

Looking at it critically helps. But don't try to change it just to change it. Here too: get professionals on board.

✅ 4. feel inside - not just visually

It looks cool, but does it feel like your brand?
You often notice at the launch that the new product doesn't match the real product.

👉 Test your new branding on an emotional level:

• Does it suit you?
• Does it fit the target group?
• Does it match what you really live?

✅ 5. make it visible - not secretive

Rebranding is not: "Everything is suddenly different overnight."

👉 Take your community with you.
Show the way. Explain what is changing - and above all: why.

For some companies it makes sense to announce it, for others to simply change it bit by bit.

Give the rebranding meaning - then it will not only be accepted, but also supported.

💬 What you can take away from this

✨ Rebranding is more than design - it's identity work.
✨ If you only relaunch visually, you won't solve a strategic problem.
✨ If you make bold changes, you should also take responsibility for the story behind them.

🏁 Conclusion

Rebranding can be a huge step.
Or a huge mistake.

Don't do it on a whim.
Do it when you know where you want to go - and what you want to stand for.

If you are unsure: Talk to a professional 😊 You can of course get in touch at any time. chantalle@boredbrands.studio

And then: Go big. But consciously.

See you next week - stay brave, stay clear, stay you.
Chantalle