Rebranding without losing the soul

Rebranding is often necessary at some point in a brand's lifecycle, not as a sign of failure but as a deliberate strategy to remain relevant. Even well-known names such as Nokia, Burberry and Dunkin' have altered their identities to keep pace with shifting consumer demands. Rebranding responds to changes in consumer behaviour, technology, culture and competition. The difficulty is to evolve without sacrificing the essential qualities that won customers in the first place.

In today's digital landscape, customer expectations are constantly changing. A 2023 Nielsen report found that 73 percent of consumers favour brands that embody values such as inclusion, sustainability and purpose. Even established brands risk becoming irrelevant if they do not adapt. Technological advances also prompt updates in functionality and design. Mastercard simplified its logo in 2016 to suit a mobile-first audience. Yet rebranding does not mean a total overhaul. Authenticity remains vital, with 88 percent of consumers placing significant importance on it, according to Stackla. A successful rebrand enhances a brand's attractiveness while maintaining its foundational values, ensuring relevance without undermining the trust built with consumers.

Rebranding begins with listening to stakeholders and assessing how teams, customers and critics perceive the brand: what emotions it evokes and which principles endure. Burberry rebranded under Christopher Bailey in 2016, updating practices while staying rooted in British heritage. Design is essential, balancing modernity and legacy through typography, colour schemes, logos and narratives. Fanta was redesigned in 2023 to keep its playful essence with a clearer, bolder logo. Grameenphone's transformation in 2022 revitalised its digital presence while retaining its signature blue and human touch. Effective rebranding harmonises change with authenticity, staying relevant without losing core identity.

Successful rebranding goes beyond design. It requires consistent messaging, tone, channels and employee behaviour. Misalignment can harm brands. Tropicana's 2009 redesign led to a 20 percent fall in sales within a month. Transparency, inclusivity and gradual rollouts build acceptance, with surveys and previews engaging loyal customers. Abrupt changes, such as Twitter's shift to X, risk backlash. Cultural context also matters. BRAC's 2019 rebrand simplified global communication yet kept its pink petal symbol, preserving local identity and grassroots continuity.

A strong brand evolution begins with a "Core versus Edge" map. Protect three to five non-negotiables such as purpose, heritage marks and signature product cues while modernising edges like tone, typography or channels. Conduct a brand-equity audit, then A/B test design and narrative in selected markets before a phased rollout. Safeguard continuity, as Starbucks refined its siren or Porsche evolved the 911, by codifying stories, archives and rituals in a heritage playbook. Build customer councils and employee storyteller networks to validate changes early.

Avoid "big-bang" rebrands that erase memory. Gap's 2010 attempt showed the risks. Use reversible pilots, dual-brand transitions or sub-brands for riskier shifts, as Old Spice refreshed its voice or Lego moved into digital while protecting its core. Measure success through familiarity, distinctiveness and pricing power rather than vanity metrics, keeping the core DNA aligned.

In Bangladesh's growing economy, rebranding is vital. With more than 126 million internet users shaping consumer behaviour, 59 percent prefer brands that reflect their values. Legacy names must adapt to connect across generations. Strategic rebranding preserves heritage while embracing change, like learning a new language while keeping one's own voice, ensuring relevance and resonance.

The writer is deputy manager (Partnership & Market Development) at AKIJ Resource