1. Name and key messaging 

• Company and key product names 
• Taglines, slogans, or other pieces of prominent messaging 

2. Visual identity  

• Logo, colors, fonts, and overall design style 
• Brand style guide for consistency   

3. Digital marketing materials   

• Website and key landing pages 
• New templates for presentations, reports, and proposals 
• Updated social media profiles, banners, and email signatures    

4. Physical marketing materials 

• Business cards, brochures, advertisements, and packaging 
• Decor and design for physical office or retail locations     

5. Internal communication  

• Training on how to use the new brand guidelines 
• Easy-to-use repository of all new brand assets     

6. External communication   

• Notify customers and partners directly about the rebrand  
• Make a public announcement to promote the news    

7. Legal and administrative details  

• Trademark your new logo and branding elements 
• Update legal documents, contracts, and invoices with the new identity    

Eight do’s to make your rebranding process a success 

1. Clarify why you need to rebrand: Is your current brand outdated, misaligned, or expanding? Write down your goals for rebranding and return to that again and again. 
2. Audit your current brand: Take a close look at your visual identity, messaging, and reputation. Are these still relevant? Keep what works and toss the rest. 
3. Market research for inspiration: Look at what’s trending in your industry and beyond. Review competitors, consumer behavior, and even unrelated industries for fresh ideas. 
4. Ask your customers for input: Your customers know your brand best. Listen to them and gather insights to help your rebrand resonate with their expectations. 
5. Get stakeholder buy-in: Involve investors, partners, and employees in your rebranding journey. Their support will ensure a smoother transition. 
6. Update all your assets: Work with creative professionals to design a fresh logo, color palette, typography, and updated marketing materials like your website, social media profiles, and digital assets. 
7. Plan a rollout strategy: Introduce your new brand across all channels in a phased approach. Update your website, social media, email campaigns, packaging, and signage to reflect the new identity. 
8. Monitor your results: Track how your audience responds to the rebrand. Measure brand awareness, customer feedback, and overall acceptance to fine-tune where needed. 

Seven don’ts to avoid at all costs 

1. Erase your entire history: Keep elements of your brand’s legacy if they resonate with your audience. Loyalty often comes from familiarity. 
2. Rebrand without a strategy: Avoid jumping into a rebrand just because competitors are doing it. Your rebrand should have a strong, strategic purpose. 
3. Lose what makes you unique: Don’t compromise the qualities or values that set your brand apart from competitors. 
4. Try to do everything yourself: You may be the expert in your industry, product, or service area. But when it comes to a major rebrand, bring in branding professionals. 
5. Ignore your audience: Always consider your customers when rebranding. A brand that doesn’t connect with its audience is bound to miss the mark. 
6. Underestimate the effort: A successful rebrand requires time, resources, and careful planning. Cutting corners will only create inconsistencies. 
7. Forget to update everything: At the risk of creating an endless loop, we refer you back to the rebranding checklist above. 

Dunkin’ makes a bold move 

When Dunkin’ Donuts became Dunkin’, the decision wasn’t just about trimming a name—it was about changing perception. Dunkin’ was reacting to a market shift: what their customers loved most was their coffee.  

But the real brilliance of this rebrand was in what they didn’t change. Dunkin’ kept its iconic font and color palette, preserving the brand’s essence. Even the pink apostrophe cleverly hinted at what was “missing,” creating a subtle nod to the past. 

This refresh aligned with how people already referred to the brand and resonated across cups, packaging, and marketing. It’s proof that sometimes, a small adjustment can have a big (positive) impact. 

Mailchimp gets creative and colorful  

Mailchimp, known for its email marketing tools, took its playful brand personality to the next level in its 2018 rebrand. Mailchimp revamped its mascot, Freddie, into a flatter, more adaptable design that accompanied their new sans-serif logotype. 

Mailchimp’s real win, however, was in the details. The introduction of a quirky, hand-drawn illustration style breathed new life into the brand (and started a new trend that many other companies would try to emulate).  

This rebrand wasn’t about fixing problems—it was about growing with their audience while staying true to their roots. By leaning into their creativity, Mailchimp showed how a brand can evolve without losing what makes it special. 

Starbucks chooses to simplify 

In 2011, Starbucks made a controversial choice: removing the words “Starbucks Coffee” from its logo. For a company that had built its reputation on coffee, the change felt risky. Critics (and fans) were quick to voice their disapproval, but Starbucks had a clear strategy. 

The simplified logo signaled that Starbucks was no longer just about coffee. By focusing solely on their iconic siren, they opened the door to new product lines and a broader audience. Over time, the new design became instantly recognizable, even to skeptics. 

Coupled with new brand features like a loyalty program and personalized cups, the rebrand helped Starbucks strengthen its connection with customers, and is ultimately considered a major brand success. 

Gap’s quick logo retreat

In 2010, Gap unveiled a new logo featuring bold black text with a small blue square. The response? Overwhelmingly negative. Customers called the design uninspired and generic. Social media erupted with mockery, and parody versions of the logo spread like wildfire. 

Gap’s mistake was failing to involve its audience or explain the change. The backlash was so fierce that the company reverted to its original logo within a week. The lesson? Respect the emotional connection customers have with your brand’s identity. 

PwC’s puzzling name change 

When PricewaterhouseCoopers (aka PwC) rebranded as “Monday” in 2002, the move left customers scratching their heads. The new name had no link to the company’s legacy or services and felt random and jarring. It didn’t take long for PwC to revert to its original branding. 

This case highlights the importance of continuity. A rebrand should build on your strengths, not disregard them. 

Yahoo’s underwhelming logo launch 

Yahoo’s 2013 rebranding effort generated plenty of buzz—but not for the right reasons. After a month-long campaign teasing a new logo, the final design was nearly identical to the old one. The lack of significant change left customers disappointed and confused. 

The takeaway? If you’re going to build hype, deliver something impactful. A rebrand doesn’t have to be dramatic, but it does need to feel intentional and meaningful. And always deliver what you promise.