“Won't loyal customers be scared off by a rebrand?” This is one of the most common questions we hear from companies considering a brand refresh. It’s an understandable concern, as loyal customers often have an emotional connection to a brand. Changing its name, logo, or overall appearance can sometimes be met with resistance. That’s why it’s crucial to identify which elements matter most to existing customers. By respecting and incorporating these into the new brand, you can ensure continuity while still evolving to stay relevant.

Customer loyalty is often driven by a mix of emotional, functional, and experiential criteria. Customers may rely on the quality, the pricing or the ease of use of your service or product. For REO, a fresh market for fruit and vegetables in large volumes, cooperation is at the core of what they do. Thus we emphasised the connection between producer and consumer in their new brand—both in the storytelling and in the logo, with a chain-inspired design linking the letters of REO together.

Another key factor in determining the success of a rebrand is consistency. Many companies hesitate to embark on a rebranding journey out of fear that it will lead to a confusing mix of old and new logos or create uncertainty among customers. However, a well-structured rollout strategy eliminates this risk. You need to consider all touchpoints, both internal and external. 

Take our rebranding for Ranson, a major player in the food industry, as an example. With multiple locations across the country, we had to think beyond just marketing materials. Every piece of stationery and corporate communication needed to be updated, as well as the signage on trucks and the logos on the façades of each branch. We kept this in mind when redesigning the logo: we simplified it without making a drastic switch, allowing for a phased rollout. Thanks to a clear plan, we tackled the rebrand step by step, ensuring a smooth transition to the new brand with no traces of the old left behind. So when executed with precision, consistency shouldn't be a concern—it becomes a strength.

For companies that are already successful, rebranding may seem unnecessary. When business is steady, it’s easy to prioritise other investments over a brand refresh. However, even established companies need to evolve. In fact: standing still in a changing market can be riskier, and costlier, than evolving.

A strong brand isn’t just about where you are today; it’s about where you’ll be tomorrow. Consumer expectations shift, industries modernise, and competitors reinvent themselves. A successful rebrand can position your company as modern and innovative, ensuring you remain relevant even as trends evolve. It signals to customers, partners, and talent that you’re not just keeping up but you’re leading the way. In our experience, the companies that invest in their brand before they need to are the ones that continue to thrive.

Finally, a rebrand may be a strategic move to reach new audiences. With a fresh brand identity, you can attract younger generations or appeal to customers in new geographic markets. By modernising your brand positioning, verbal identity and visual identity, you signal relevance to a broader audience while maintaining credibility with existing customers. This was the approach we took with Ranson as well. The family business valued its core principles but also sought to expand its market. A streamlined brand structure and simplified logo helped bridge that gap, paving the way for growth without losing its identity.

So, when is the right time to let go of your old logo, website, or even your name? When your brand no longer feels future-proof, isn’t reaching its full potential or simply no longer aligns with your company’s strategy. In all these cases, a rebrand can bring growth, increase market share and boost profitability, making certain your business stays competitive in an ever-evolving landscape.

Ready to reimagine your brand? We're happy to take the lead. Get in touch & let's discuss!