September 30, 2025
Rebranding is a big move. Whether you're changing direction, growing fast, or simply outgrowing your current look and feel, a rebrand can bring new energy into your business.
But before you dive into moodboards and logo concepts, it's important to lay some solid groundwork.
A successful rebrand isn’t just about looking good. It’s about making sure your brand connects with the right people, and that takes a bit of planning.
Here are five key steps to take before you jump into the rebranding process:
1. Know why you’re rebranding
Start by asking yourself why you want to rebrand.
Are you trying to reach a new audience? Has your business outgrown how it currently looks and feels? Are you moving away from something that no longer fits?
Being clear on your reasons will guide every decision, from messaging to design. Without a clear purpose, you risk rebranding for the sake of it and losing the recognition you've already built.
Pro tip: Write down two or three goals for your rebrand. These will help keep you focused throughout the process.
2. Look at your current brand
Before changing everything, take a step back and see what’s already working.
What do your customers recognise and love? What still feels right? What’s getting attention or positive feedback?
A brand audit helps you figure out what to keep, what to update, and what to let go. It also shows you the gaps your rebrand needs to fill.
Things to review: Your logo, colours, tone of voice, website, customer feedback, and overall brand image.
3. Understand your audience
Your brand needs to connect with the people you're trying to reach. If it doesn’t, a new logo won’t help much.
Understanding your ideal customers' values, needs, habits, and challenges is key to creating a brand that truly resonates.
You might need to refine your current audience or shift to a new one. Either way, your brand should feel like it was made just for them.
Tip: Create a simple customer profile or persona. This helps shape your tone, visuals, and message.
