{"id":61060,"date":"2022-11-29T20:47:01","date_gmt":"2022-11-29T20:47:01","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/rebranding\/"},"modified":"2026-10-06T23:00:00","modified_gmt":"2026-10-06T23:00:00","slug":"rebranding","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/rebranding\/","title":{"rendered":"Rebranding"},"content":{"rendered":"\n

Rebranding is the process of changing a brand’s identity: its name, logo, colors, message or the way it presents itself to the public.<\/strong> It can be a partial adjustment or a complete transformation.<\/p>\n\n

Companies do it to modernize, reach a different audience, distance themselves from a bad reputation or reflect a change in the business.<\/p>\n\n

What does rebranding mean?<\/h2>\n\n

Rebranding<\/em> comes from the word brand<\/em> with the prefix re-<\/em>, meaning \u201cagain\u201d. It is also referred to as a brand change<\/strong>, brand renewal<\/strong> or brand repositioning<\/strong>.<\/p>\n\n

It is written as one word. The forms \u201cre-branding\u201d and \u201cre branding\u201d are often seen, but they are not the usual ones. If you want to avoid the jargon, \u201cbrand renewal\u201d is the clearest option.<\/p>\n\n

What is the difference between branding, rebranding and restyling?<\/h2>\n\n

The three terms are related, but they don’t mean the same thing:<\/p>\n\n

Term<\/th>What it is<\/th>Example<\/th><\/tr><\/thead>
Branding<\/a><\/td>Creating and managing a brand from scratch<\/td>A startup defining its name, logo and tone<\/td><\/tr>
Restyling<\/td>Updating the visual look without changing the essence<\/td>Redrawing the logo with cleaner lines<\/td><\/tr>
Rebranding<\/td>Changing the brand’s identity, sometimes also its name or positioning<\/td>A company that changes its name and target audience<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

In other words: restyling changes how the brand looks. Rebranding changes what the brand is and how it is perceived.<\/p>\n\n

\"Branding,<\/figure>\n\n

Types of rebranding<\/h2>\n\n

Depending on the scope of the change, there are usually two types:<\/p>\n\n

Partial rebranding.<\/strong> Some elements are refreshed, such as the logo<\/a>, colors, slogan<\/a> or tone of the messages, but the name and positioning stay the same.<\/p>\n\n

Total rebranding.<\/strong> The name and visual identity change, and often the value proposition or the audience the brand targets too.<\/p>\n\n

A distinction is also made between proactive<\/strong> change, when the company gets ahead of the market, and reactive<\/strong> change, when it responds to a problem. For example, a reputation crisis or a merger.<\/p>\n\n

When should you rebrand?<\/h2>\n\n

These are the most common situations:<\/p>\n\n

The brand has become outdated.<\/strong> The audience no longer identifies with it.<\/p>\n\n

The business has changed.<\/strong> The company sells other products or targets a different audience.<\/p>\n\n

Mergers and acquisitions.<\/strong> Two companies join forces and need a single identity.<\/p>\n\n

International expansion.<\/strong> The name doesn’t work in other languages or markets.<\/p>\n\n

Reputation problems.<\/strong> The brand carries a negative image that it’s best to leave behind.<\/p>\n\n

Confusion with competitors.<\/strong> The name or logo is too similar to another company’s.<\/p>\n\n

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Are you rebranding?<\/strong><\/p>\n\n\n\n

Design templates with your new look in Mailrelay and tell your customers by email.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Rebranding examples<\/h2>\n\n

These are some of the best-known brand changes of recent years:<\/p>\n\n

Before<\/th>After<\/th>What changed<\/th><\/tr><\/thead>
Facebook (the company)<\/td>Meta (2021)<\/td>New group name to reflect its bet on the metaverse<\/td><\/tr>
Twitter<\/a><\/td>X (2023)<\/td>Name, logo and colors of the entire social network<\/td><\/tr>
Dunkin’ Donuts<\/td>Dunkin’ (2019)<\/td>Shorter name to also sell coffee and drinks<\/td><\/tr>
Sendinblue<\/td>Brevo<\/a> (2023)<\/td>New name for a platform that was no longer just about email<\/td><\/tr>
Google My Business<\/td>Google Business Profile (2021)<\/td>More descriptive name for the service<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Not all of them go well. Gap changed its logo in 2010 and withdrew it within a week due to criticism, and Tropicana had to bring back its old packaging in 2009. You’ll find more cases in our post about the most disastrous rebrandings in history<\/a>.<\/p>\n\n

How to rebrand step by step<\/h2>\n\n

Analyze why you need it.<\/strong> Talk to customers and your team, and define the problem you want to solve.<\/p>\n\n

Define the new identity.<\/strong> Mission, values, buyer persona<\/a>, name, logo, colors and tone of voice.<\/p>\n\n

Protect what works.<\/strong> Don’t change what your customers already recognize and value unless you need to.<\/p>\n\n

Prepare the transition.<\/strong> Update your website, social media, documents, email templates and directory listings.<\/p>\n\n

Tell your customers.<\/strong> Explain the change before they find out by surprise.<\/p>\n\n

Measure the reaction.<\/strong> Track mentions, traffic, sales and unsubscribes over the following weeks.<\/p>\n\n

\"How<\/figure>\n\n

How to announce a rebrand by email<\/h2>\n\n

Email is the most direct channel for letting your customers know, because it reaches people who already know you:<\/p>\n\n

An announcement email.<\/strong> Explain what is changing, why, and what stays the same for the customer.<\/p>\n\n

A recognizable sender.<\/strong> For a few weeks, use a name that combines the old and new brand, for example \u201cNew Brand (formerly Old Brand)\u201d. That way you avoid being mistaken for spam.<\/p>\n\n

Refreshed templates.<\/strong> Update the logo, colors and signature of your newsletters and automated emails.<\/p>\n\n

A short sequence.<\/strong> A first notice, a reminder on the day of the change and an email with what’s new with the new brand.<\/p>\n\n

If you change domains, set up authentication for the new one and warm it up gradually so you don’t lose deliverability.<\/p>\n\n

How Mailrelay helps you<\/h2>\n\n

With Mailrelay you can design new templates with your refreshed identity, announce the change to your whole list or by groups, and measure who opens and clicks on each send.<\/p>\n\n

You can schedule the announcement sequence and see how your customers react in the statistics. The free account includes up to 80,000 emails a month and 20,000 contacts, with human support by chat, ticket and phone.<\/p>\n\n

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Send your newsletters with Mailrelay<\/strong><\/p>\n\n\n\n

Up to 80,000 emails a month and 20,000 contacts for free, with human support on every plan.<\/p>\n\n\n\n

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Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Frequently Asked Questions<\/h2>\n\n

These are the most common questions about rebranding.<\/p>\n\n

What is rebranding in a nutshell?<\/h3>\n\n

It’s changing a brand’s identity, fully or partially, so that the public perceives it differently.<\/p>\n\n

What is another word for rebranding?<\/h3>\n\n

Brand change, brand renewal or brand repositioning.<\/p>\n\n

Is rebranding the same as restyling?<\/h3>\n\n

No. Restyling updates the visual look. Rebranding can also change the name, the message and the positioning.<\/p>\n\n

How long does a rebrand take?<\/h3>\n\n

A restyling can be done in a few weeks. A complete rebrand usually takes several months between analysis, design and launch.<\/p>\n\n

Does rebranding make you lose customers?<\/h3>\n\n

It can happen if it’s done without warning or if you change what customers valued. That’s why it’s worth explaining it well and measuring the reaction.<\/p>\n\n

Related entries<\/h2>\n\n