Why is the process of rebranding your company challenging?

On the surface, rebranding looks like a creative refresh—a new logo, updated messaging, and maybe a sleek website redesign.

But in reality, rebranding is rarely that simple. What starts as a design challenge quickly turns into something much bigger. Leadership teams struggle to align on the brand’s direction. Employees resist change. Loyal customers do not recognize the new brand identity—or worse, reject it altogether. And without a clear strategy, the brand’s essence can get lost in translation.

So, why is rebranding so challenging? Because it’s not just a facelift—it’s a transformation. And transformation, by nature, is never easy.

Challenge #1: Getting everyone on the same page with your rebrand

Rebranding is a company-wide shift. And the biggest roadblock here is alignment. Leadership has one vision, marketing sees another, and employees are left wondering what is changing and why. Without clarity, confusion happens.

When internal teams are not on the same page, messaging gets mixed, execution feels disjointed, and the rebrand loses its impact before it even reaches the market.

The key to a successful rebrand is buy-in at every level, as it’s important for all stakeholders to understand the reason for rebranding. Leadership needs to define the vision. Employees need to understand how it affects them. And customers need to see consistency in every interaction.

This is where a structured process—like Motto’s Flagship® Business Immersion phase—makes all the difference. Through deep discovery, leadership workshops, and stakeholder interviews, teams align early, ensuring that the brand evolves with clarity and purpose.

Challenge #2: Holding on while moving forward

Rebranding is a balancing act. On one side, there is the need to evolve—modernize, reach new audiences, and stay competitive through a strategic rebranding process. On the other, there is everything the brand has built over time—its reputation, loyal customers, and the emotional connection people have with it. Letting go of too much too fast can backfire.

When Tropicana redesigned its packaging in 2009, removing its signature orange and straw, sales plummeted 20% in just two months. Customers did not recognize the product, and the brand compromised its familiar appeal.

But some brands get it right. Take Burberry, for example. In the early 2000s, the luxury fashion house was struggling. Its signature check pattern had become overexposed, associated with counterfeit goods and mass-market appeal. To regain its status, Burberry modernized without forgetting its roots.

The company shifted focus to high-end fashion, brought in new creative leadership, and refreshed its brand visuals—but kept the iconic check pattern in subtle, sophisticated ways. Burberry went from a struggling legacy brand to a global powerhouse worth over $10 billion today.

The key is knowing what to keep and what to change. While rebranding, you need to build on what works while making room for growth. This is why we place so much emphasis on our Brand Strategy phase at Motto. Through research, audits, and strategic positioning, we help brands identify their core essence—the non-negotiable elements that should stay—and what needs to evolve to reflect their future vision.

Challenge #3: Seeing your brand through the eyes of your target audience

It’s easy to get caught up in the internal vision of your brand—what it stands for, where it’s headed, and how it should evolve. Although this isn’t the only perspective, it’s essential to consider customer feedback. But what really matters is how your customers see the new brand identity. Their perception is not always what you think, and that disconnect can make or break a rebrand.

63% of customers say brand trust influences their buying decisions, yet many companies underestimate how their brand is actually perceived. What seems like a fresh, bold change internally can feel jarring or even alienating to the people who matter most—your audience.

Consider Gap’s infamous 2010 rebrand. The company swapped its classic blue-box logo overnight for a modern, minimalist design. But, the customers hated it. Within six days—and after intense backlash—Gap reverted to its original logo, after quite a costly rebranding project. They failed to recognize how deeply customers identified with the old brand and did not take the time to understand how the change would be received.

That’s why rebranding is not just about how you see your brand—it is about how your customers experience it. To bridge this gap, you’d need to conduct in-depth brand audits, customer insights, and strategic workshops. By uncovering how your audience truly perceives, you can make sure that your business rebrand resonates rather than repels.

Challenge #4: Keeping the modern marketing consistent across the board

A rebrand is only as strong as its execution. You can have a stunning new logo, a refined message, and a bold visual identity—but if it’s not applied consistently, the brand starts to unravel.

Customers expect a seamless experience, whether they are browsing your website, scrolling through social media, or walking into your store. When messaging, tone, and visuals vary across platforms, the brand feels disjointed—making it harder for people to recognize and connect with it.

Take Uber’s 2016 rebrand, for example. The company rolled out a new logo and visual identity but failed to apply it consistently. The design varied across platforms, and the branding felt unfamiliar. The confusion led to low adoption rates, forcing Uber to refine and simplify its branding just two years later.

This is why having clear brand guidelines is critical. At Motto, we help companies create a new brand that is unified, ensuring every touchpoint—messaging, visuals, and customer interactions—aligns seamlessly. Through our Verbal and Visual Identity phases, we develop brand voice frameworks, messaging libraries, and digital brand guidelines that make consistency effortless.

What does a rebranding project really cost?

As we mentioned earlier, rebranding is a deep, strategic shift that affects every aspect of a business. And while companies often focus on the price tag, the real cost of a rebrand goes beyond the dollars spent.

One of the biggest factors influencing cost is the scope of the rebrand. Are you refreshing the visual identity or repositioning the entire company? A simple design update is one thing, but a full transformation—new messaging, rebranding strategy, and market positioning—demands more time, expertise, and resources.

Another major factor is execution. A rebrand isn’t just about creating a new identity; it’s about rolling it out effectively. That means updating every touchpoint—website, packaging, marketing materials, social media, and internal culture. Inconsistencies in branding can lead to 23% lower revenue growth, making a well-planned rollout just as important as the rebrand itself.

When done right, rebrands are not just a cost, they are an investment. A well-executed brand refresh strengthens customer loyalty, sharpens market positioning, and sets the foundation for long-term revenue.

The key is investing in the right areas—starting with strategy, ensuring alignment across all touchpoints, and making decisions that support the brand’s future, not just its present. Brands that approach rebranding with clarity and purpose transform how they compete, connect, and grow.

The bottom line

Rebranding isn’t just about changing how a company looks—it’s about reshaping how it’s perceived, understood, and experienced. It’s a high-stakes move that requires strategy, alignment, and precision. Done well, it creates a lasting impact. Done poorly, it can confuse, alienate, or even weaken the brand. At Motto, we help simplify challenges by providing a clear strategy, aligning your team, and ensuring consistency across every touchpoint.

Rebranding is more than a one-time effort. It is an ongoing commitment to relevance, clarity, and consistency, especially when rebranding a company. It’s about creating something that resonates today and continues to grow with your business. In the end, branding is how people remember you. And that is what truly sets a brand apart.

FAQ

How do I get my leadership team aligned on a rebrand?

Alignment starts with a clear brand strategy. Hosting leadership workshops such as VisionCamp® can align your leaders, gathering insights from key stakeholders, and defining a shared vision early on can help avoid disagreements down the line.

Will rebranding impact my existing customers?

Yes, but whether the impact is positive or negative depends on execution. A well-communicated rebrand strengthens customer loyalty, while an abrupt or poorly explained rebrand can create confusion and disengagement.

How can I maintain my brand’s legacy while evolving?

Start by identifying what customers already love about your brand—this could be values, tone, or certain design elements. Keeping those intact while modernizing other aspects ensures continuity.

What is the best way to roll out a rebrand?

A phased rollout is often more effective than an overnight change. Updating internal teams first, followed by a strategic external launch, helps ease the transition for employees and customers alike.