Why do Companies Rebrand?

2nd December 2020

You may or may not have noticed, but a lot of brands have been busy at the start of 2021 with rebranding, but why do companies rebrand themselves and is it the right time for our company or brand to be making a change?

One brand in particular seems to have got people talking is the Burger King rebrand and we can see why! Their move to a retro-style logo previously used throughout the 70’,80’ and 90’s as part of a revamp by creative agency Jones Knowles Ritchie. The rebrand is a really nice example of reducing complexity in design and colour palette, where they have transitioned to a flat 2d design and implemented a unique typeface across all communications.

Rebranding Example by Jones Knowles Ritchie

2020 was a challenging year for many businesses, and although we wrote a blog post on rebranding back in September, we thought it’s a good opportunity to remind our customers on how rebranding can help your business during these tough times.
So why should you consider rebranding in 2021?
  1. Change Your Service Offering 
Trust me, we are all tired of hearing about it, but rebranding is a good way to reposition yourself in the market or perhaps capitalise on new opportunities that arise from the change in consumer behaviour due to the impact of Covid-19. Many businesses may have had to evolve due to the impact of the pandemic and being able to offer services online has become more important now than ever.

2. New Market or Audience

Perhaps since COVID you’ve realised your target audience has changed, or maybe you want to reach out to a new group of customers such as home workers. This may mean your current branding and message isn’t appealing to your new target audience.
3. More Competitors

Lockdown has meant that a lot of businesses have had to move into shared sectors, restaurants have had to enter the takeaway sector, high street stores have had to move into online shopping and for brands such as Netflix and Zoom they’ve found themselves in the most lucrative market of all. Your branding may be good as it is, but can it be improved to set you apart from all your new competitors?

4. Digital Migration

Some businesses may have been able to survive with minimal online presence before COVID, but unless you are an essential business, being online is vital now. Perhaps you need to set up or refresh a website or engage with customers on social media now, why not rebrand or freshen your image up whilst you are at it.

Got a Project? Let’s Get Started! 

At Sanders & Jay, we are here to support you through your rebranding, whether it’s a dramatic change or just a freshen up. Get in touch with us today and out team of talented marketing and design experts at Sanders and Jay can help your business forge a new identity and grow your future business.


Let’s create something together that we can all be proud of.



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