From the course: Agile Rebranding

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When not to rebrand

When not to rebrand

From the course: Agile Rebranding

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When not to rebrand

- Rebrands are exciting. You might get to work with a branding agency or with your creative team, and there's brainstorming and everyone is buzzing. But the fact that a rebrand is exciting is exactly why you should be careful about whether you need to do one. There are three times when you shouldn't do a rebrand. First, if your old brand is working perfectly fine. Don't just change things because you feel like an arbitrary amount of time has passed and it's time for a rebrand. Consistency over time is a good thing in branding. Longevity is a good thing. You want to stick with your brand long enough for your customer to remember you and recognize you. My favorite example of this is the cult classic TV show "Law and Order: SVU." It's been on air since 1999, and it has had over 22 seasons, but the intro of the show is still the same as it was decades ago. The theme song, the creative direction, the signature sound effect…

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