The Dos and Don’ts of Rebranding

After several years of working with companies that have needed to rebrand their company image, BURKE has learned some approaches that really make a difference.
Below, we suggest some of the “BURKE approved” DOS and DON’TS of company rebranding!

The Dos

Do Your Research

Doing research is the first and most crucial part of any rebrand attempt. You need to identify your ideal customer and what you hope to achieve with this rebrand in relation to the customer. Craft a unique and compelling message that you wish to achieve with your rebrand.

Do Stand Out

When thinking of new ideas, make sure they are unique but also make sense in relation to your company and what you do. Creating an unforgettable logo and tagline just help to further emphasize your new “identity.”

Do Define The Whole

A rebrand really looks at your company inside and out. Not only are you rebranding your look, but you are also rebranding your messaging which speaks to your company’s goals, values, purpose, and mission. Think of it as the company’s personality!

Do Tell Everyone

Now that you have a new brand, don’t be afraid to over communicate this. Share your new brand in ways that lets your current and future customers experience your company and brand differently and memorably. Strategize your new brand in all company activities and communication, both internally and externally.

Do Train Internally

If you want others to know about your new brand, first start with your internal team. Be certain all your employees understand the new brand from design to purpose. Only if they truly understand and believe in your new company brand, can they communicate this to your target audience. Speak it, show it and people will come to believe it!



The Don’ts

Don’t Skip Internal Review

It’s important to make sure your whole company is on board with the new image. Your rebrand goals have to be realistic and your employees have to be able to deliver. Make sure that everyone can deliver before your start the transition.

Don’t Overlook The Details

At times, companies can go through mergers and acquisitions, and each one will have its own set of unique branding challenges. It’s important to be cognizant of this and come up with a cohesive narrative that carefully examines both companies brand architecture. Avoiding this can result in confused customers and stakeholders.

Don’t Say You Can If You Can’t

Don’t over commit yourself to something you can’t do. Your brand promise is important to your customer and you need to make sure you can stay true to that. Your customer base can only grow if you’re a trusted brand that proves true every time.

Don’t Forget ROI

Establishing brand metrics is the only way to see if your rebrand is working. Performance, Perception, and Finance are three good ones that should be easy to measure and will tell you what direction your company is moving in.

Don’t Rush Unveiling

After months of hard work and planning through all the details of your rebrand, it’s important to consider how you want to present this to the world. Don’t let all your hard work go to waste by not unveiling the brand properly. Think through the roll out process which includes advance planning, coordination, events, and overall strategy.

Don’t Miss An Opportunity

Don’t let the rebrand just be about the look of your company. Take this opportunity to significantly change things internal and externally, whether it be a new company vision, mission, values, goals, audience, etc. Don’t limit yourself with a rebranding opportunity.


Planning a corporate rebrand can be a lot of work, so make sure you take the time to really think it through and perform the necessary steps involved. Involve the members of your company and discuss your goals before you make any hard decisions. This is your opportunity to refresh the company and let your audience know what you’re all about. Rebrand with a purpose and make sure your goals are strategic and achievable. Lastly, be sure to find a great agency like BURKE to help you get there!