CEO Insider

Keep Your Company’s Brand Fresh with a Rebrand

Savvy business owners are aware of the importance for a brand to remain relevant and fresh to continue catching the eye of consumers. One of the best ways to achieve this goal is by rebranding when existing designs start feeling stale.

Rebranding allows companies to re-emphasize the ideas and culture that epitomize who they are as a business, while earning renewed attention from consumers. During the country’s current transition phase as we come out of COVID restrictions, now is the perfect time to consider rebranding your company. Take advantage of the opportunity to make a strong and reinvigorated impression on customers despite the pitfalls and adversity of the past year and a half.

More Than a Logo

Three important aspects of a rebrand are the logo, color scheme and tagline. In addition, selecting imagery that fully displays a company’s values is key to a successful rebrand. Is your business focused on people? How about technology? Include imagery that reflects that in your rebrand. Remember, branding is about visual communication without the need for words.

Once the visual elements of the rebrand have been determined, they need to be on full display at all customer touchpoints. This includes interior portions of the building, the storefront, windows, vehicles used for company business, etc. Brochures and marketing materials, as well as digital spaces such as the company website and social media platforms, should also cohesively represent the new branding. Consistency across every platform and element of the customer experience is key to making a brand engaging and memorable.

Emphasizing Culture

Rebranding also presents an opportunity for a company to emphasize its culture. Now more than ever, employees are looking for more than just high-paying jobs. They want to have a sense of purpose and know that their values align with their employer’s. Conveying company culture through branding helps potential employees understand the company’s full vision.

Showcasing Your Success

In addition to keeping brands fresh, rebrands signal to customers that your business is successful. When a business carries out a complete brand makeover, it means they have done well enough to reinvest in themselves. This in turn increases customer confidence and willingness to continue doing business with the organization, or to begin investing their money in the products and services you offer.

Rebrand or Brand Refresh

A full rebrand is not the only option when it comes to making an update. With a brand refresh, organizations can simply take their current brand to the next level by introducing new elements or putting a greater emphasis on existing ones. For example, when AlphaGraphics went through its refresh, we implemented video and photography into our branding. We created more assets that were video and photography-based to showcase our culture and the value of people within our brand. Then we pushed that content through all of our channels, making sure that it would be highly visible to our customers.

Creating a Smooth Transition

Whether you choose a complete rebrand or simply a refresh, it’s important to choose a partner that can help the transition go smoothly. Working with marketing experts ensures that you’ll always have a knowledgeable party to offer advice and create new designs that capture the essence of your organization’s goals. It’s also important to be able to maximize your budget — large or small — and put a thorough implementation strategy in place to ensure that you get the best return on your investment. Working with the right rebrand partner is essential to reaping the rewards of the effort and money you put into your brand enhancement efforts.


Written by Ryan Farris.

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Ryan Farris
Ryan Farris has spent over 20 years in print, marketing and marketing technology. Ryan currently serves as COO and President of AlphaGraphics and PostNet. Ryan has been a leader in public companies, private companies and several of his own companies, including one in the print and fulfillment space. Ryan grew up in Texas and currently resides in Colorado with his wife of 20 years and his three children.


Ryan Farris is an opinion columnist for the CEOWORLD magazine. You can follow him on LinkedIn.