How to Rebrand Your Business in 7 Steps

Is your business image stuck in a rut? 

If you've always had the same branding and now wonder why it's not as effective as it was, it might be time to rebrand your business.


Customers gravitate to what's new, innovative, and exciting, and the same old things don't work indefinitely. It might be time to reposition yourself in the minds of your customers with a new name. 

Here are a few steps to help you prepare.

  • Do research in your archives first. Make a timeline of your company's past logos and slogans.
  • Determine who the customer used to be. Make a list from the beginning of your business until now.
  • Have a market analysis done to determine how people see you right now. You'll get honest answers you usually can't get by asking them.
  • Analyze your current color, font, graphics, and more. This will help you determine how to change your current marketing plan.

Once you've done your research, you can change your image by creating a new name… the perfect way to rebrand. It will stir up excitement for your company in the minds of current customers and will cause prospective customers to take notice.

7 Steps to Business Rebranding

Here are seven steps to help you get started with your rebranding. 

1. Pick a name that describes your business.

 Try using something that represents what you offer and include part of that word with the new name. Think American Airlines or Burger King.


2. Use an acronym. 

Use the first letters of several words to represent your business, but keep it easy to remember—for example, KFC for Kentucky Fried Chicken.

If this doesn't appeal to you, try combining parts of two words like FedEx. Instead of saying Federal Express, they shortened it but used enough of the words that it resonated with people.  

3. Be creative by using something that doesn't even relate. 

Pick a color or a name that you like that evokes the feeling you're trying to convey. Think Orange Theory Fitness.

4. Use a neologism. 

If you can't find a word that represents your company, make one up. You could also find a word that you want to spell phonetically or try a silly word. If it feels right, use it. 

5. Try onomatopoeia. 

Use a word that sounds like something your company offers. For example, Schweppes is the sound the carbonated beverage makes opened.

6. Use another language. 

Hunt for a word in another language that sounds good and has a positive image. (Make sure you research its true meaning so you don't evoke a negative image.)

7. Try incorporating your own name. 

It sounds simple, but sometimes it's the best idea. Think Disney or Cadbury. 

All About You!

Once you have created your new name, your marketing materials will need to be updated. Make sure your logo, colors, and tagline are up to date. For more information on rebranding, give us a call!

Creating a Brand Identity: A Guide for Designers

by Catharine Slade-Brooking

Creating a Brand Identity goes behind the scenes to explore the creative processes involved in designing a successful brand identity, one of the most fascinating and complex challenges in graphic design.

Authored by design and branding expert, Catharine Slade–Brooking, Creating a Brand Identity includes exercises and examples that highlight the key activities undertaken by graphic designers to create successful brand identities.

Case studies throughout the book are illustrated with brand identities from a diverse range of industries including digital media, fashion, advertising, product design, packaging, retail and more.

The book uses images of professional design concepts, brand case studies and diagrams throughout to illustrate the text. Flow–charts are also used extensively to highlight the step–by–step methodology applied by industry professionals to create a brand.