Are you in your glow-up era? If you’re wondering what that even means, a glow-up typically refers to transforming or elevating one’s appearance. But it’s not exclusionary to people; brands have their own version too — the aptly named rebrand.
Unsure what necessitates a rebrand, or how to approach one? Think of it in two categories: a refresh and a full rebrand.
A refresh is like getting face-framing layers after having pin-straight hair your whole life. So, not necessarily a drastic change, but still a change. A full rebrand is like rebuilding a house from the foundation up; it’s fundamental and intensive.
Here’s how to determine if a rebrand is the right move for you, including an in-depth breakdown of what it entails, and tips for enacting one.
What Does a Rebrand Entail?
A rebrand is a marketing effort aimed at changing how the public perceives a company. This is often achieved by updating product packaging, branding, logos, messaging, and more.
It usually involves a realignment of brand identity and values. For example, perhaps your brand has adopted strong sustainability practices since its inception, but they aren’t accurately reflected in your current product offerings or messaging.
Rebranding can fix this and drive sales. Salsify consumer research shows that 61% of holiday shoppers are willing to spend more on a brand that aligns with their personal values.
Here’s what a rebrand could look like:
- Creating new branding that more accurately reflects your desired image.
- Renovating your website to highlight your sustainability efforts.
- Redesigning your product packaging to use more environmentally friendly components.
- Switching your shipping materials to something like dissolvable packing peanuts or biodegradable bubble wrap.
- Launching a marketing campaign that encourages shoppers to engage with your efforts.
A rebrand isn’t about keeping up with the Joneses. Fleeting consumer trends can’t be the impetus, or it will fall flat.
How To Determine if You Should Rebrand
You’ve probably rebranded yourself at least a few times throughout your life, maybe without even realizing it. Perhaps you transitioned from an ʼ80s punk rocker to a successful C-suite exec. Or maybe you’ve become a pickleball lover after previously self-identifying as nonathletic.
As the iconic Martha Stewart quotes, “When you’re through changing, you’re through.”
It’s time to reevaluate if your brand is feeling lackluster or if you feel like a hamster on a wheel, repeating the same tired patterns.
Ask yourself these questions:
- Are your core values obvious — or do consumers need to dig to find them?
- Are your business practices sustainable?
- Do customers feel confident recommending your products or services?
- Does your marketing strategy convey a genuine image of your brand?
- Are you happy with your branding?
If you can’t confidently answer these questions, a rebrand is in order.
How To Successfully Rebrand
Consider how you want your brand to show up in the world. Do you want it to be seen as sophisticated? Exclusive? Approachable? How can you execute your vision?
The Importance of Imagery
Imagery is a crucial element of a successful rebrand — especially for consumers. According to Salsify’s “2025 Consumer Research,” 77% of shoppers attribute product images and videos to their decision to complete a purchase, and 42% will jump ship if there are no or low-quality product images and videos.
The desire for high-quality imagery and videos extends beyond product images. Shoppers love brands that lean into social media and regularly post TikToks or Instagram Reels.
Consider creating a social media strategy or partnering with an influencer to create intrigue around your rebrand reveal, which can help build customer anticipation and possibly make your products go viral.
Word-of-mouth recommendations are essential, especially from social media influencers. According to Salsify’s consumer research, 39% of shoppers purchased an online product because of an influencer’s rec. And Gen Z (43%) and millennials (48%) in particular are swayed by influencers.
While your rebrand shouldn’t be trend-based, it’s still important to stay abreast of the cultural zeitgeist and strike while the iron is hot.
Rebranding From the Inside Out
A rebrand isn’t just about changing an aesthetic; a successful rebrand is also about making a holistic change from the inside out. As the mythical Greek philosopher Hermes Trismegistus said, “As above, so below, as within, so without.”
Essentially, disjointed internal practices will show externally. You need to consider every employee, because a rebrand doesn’t just affect graphic designers and copywriters.
Signs of success include excited employees, buy-in from every level of the organization, and a sense of determination as you all move forward on the same page.
Increased Brand Awareness Is the Golden Ticket
If your rebrand is successful, your customers will spread the word. According to Salsify consumer research, 51% of shoppers discover new brands and products through recommendations from friends or family.
Your Net Promoter Score (NPS), which is calculated by how likely shoppers are to recommend your products and services, is a great indicator of engagement and customer loyalty. According to SurveyMonkey, 32 is the average NPS score, and the top 25% of companies have a score of 72 or higher.
Consider calculating your NPS before your rebrand and then recalculating post-rebrand to see if there’s an increase.
Tracking customer ratings and reviews is also an easy way to stay on top of customer satisfaction and awareness. According to Salsify consumer research, 48% of consumers trust a brand if there are positive customer ratings and reviews.
Don’t Be Afraid To Make a Change
A rebrand isn’t about changing everything beloved about your brand. As author Bernard Kelvin Clive says, “The power of the brand is not in the name but what has been invested in that name over the years.”
Rebranding doesn’t need to be a scary endeavor. It’s like shedding an old skin and emerging as a shiny new version. If nature can do it, so can we.
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