When people heard the word deodorant 10 years ago, they might’ve thought about body odor or personal hygiene.

When they hear that word today, many people think of Old Spice.

Since its creation in 1934, the company has been viewed as rather unremarkable. They offered a common household item that, amidst numerous other deodorant brands, didn’t stand out. But in 2010, using generationally targeted humor and the trendiness of viral video, they completely changed the perception of their brand. As a result, they have dominated the men’s hygiene market.

Sometimes it‘s necessary for brands to opt for a complete makeover; emerging as a newer, healthier version of the business. The functional core of the company remains the same, but the way it’s represented to the consumer shifts in a meaningful way.

The same kind of transition can be applied more subtly without the intention of drastic change. When rebranding is slowly, consistently executed throughout a company’s lifetime, it demonstrates that brand’s commitment to evolution.

In some cases - like that of Old Spice - the logo doesn’t even change. By adjusting brand positioning and executing revolutionary advertising efforts, a company can reshape its brand without making any actual change to their physical brand appearance.

Industries repopulate with new players, become inundated with fresh ideas, and the consumer unendingly shifts as generational preferences change.  Rebranding shows acceptance of the natural order, an intelligent effort to follow its course, and a promise to grow with the consumer. The world around us is changing, and we must change with it.

Considering these constant changes, there is no “perfect time” to rebrand, but there are times when you should consider it – and here are some of the reasons we’ve seen most frequently over the years.

Why you should rebrand your business:

The market is evolving

It happens! Industries take off, become supersaturated and change more quickly than we’re prepared to embrace. Just remember: don't get left behind. Stay relevant, stay fast-paced, show that you’ll keep up with change, and your business will continue to win new consumers as your brand awareness increases.

Dump negative associations

If your brand has gotten caught up in a PR scandal or its name has started to develop a negative connotation over time, you can take an opportunity to shake it off. Rebranding, in this case, would involve intentionally broadcasting constructive stories and positive images of your organization. The end goal is to creating a fresh, more respectable face for your brand.

Attract a new demographic

Do you want to attract a new consumer base or target additional market segments? If so, you’ll have to appeal to their wants and needs - which might mean completely revamping your consumer strategy. You can rebrand to meet audience desires, but if you already have a strong consumer base and are looking to appeal to a new target group, be careful with aesthetic changes. It takes an experienced rebranding strategist to find the perfect balance of changes that appeal to a new audience while still resonating with existing consumers.

Outgrown your original intent

Being awesome isn't easy. You've conquered your industry, produced top-of-the-line products, remarkable content and renowned services. Now you're taking it a step further, and that's fantastic! But you've got to keep loyal consumers in the loop. Your fans like to know when your business has set its sights on a new mission or visionary goal. Rebrand with language and design that show how your company is stretching into the future.

A change of ownership or senior management

When a company changes owners, or CEOs, there is often an effort to rebrand an entity to encapsulate the values of the new team, and the direction they want to take the company. It is new managements role to make sense of the new vision, mission and values, this usually takes the form of a rebranding effort to align all aspects of the organization and marketplace around the new style of business.


Rebranding doesn't have to be radical. It certainly can be, but it also has the potential to be subtle. When you dive into the details of design, branding solutions become vast. Making changes to certain graphic design elements, even as simple as your logo color or typeface, can completely alter the consumer’s perception of the product.

Want to learn how to rebrand yourself? It’s no simple task to rebrand a company, but it’s also energizing. If you’re interested in learning how to change the way your business is perceived, then take the passion you have for your brand and turn it into action!

To find out more about how to rebrand your business, get in touch with our team at United Creations. We offer a comprehensive rebranding guide and a team of rebranding experts who can walk you through rebranding strategies that best suits your growth and business needs. 


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