When Irembo spun out its payment feature, it initially used the same brand colors, causing confusion. A simple change to a new color (green) was the critical first step in establishing a separate identity. This visual differentiation helped both internal teams and external customers see it as a distinct product.

Don't rebrand for the sake of it. A successful rebrand should be a deliberate move to signal a fundamental shift in your business, such as an expansion, a new mission, or a deeper commitment to core values like sustainability. It's an external reflection of an internal change.

A successful rebrand doesn't create a new personality; it amplifies the company's true, existing identity. Just as money magnifies a person's character, a strong brand makes a company's core values—like community involvement—bigger, louder, and more public, forcing them to be more intentional.

Branding is not just about reflecting a company's past; it can be a forward-looking tool for change. By defining a new, aspirational identity, a rebrand provides a clear path and a public commitment, guiding the organization to evolve and actively become the company it wants to be.

Instead of an email memo, Shanklin drove a newly wrapped van into their Christmas party and had their new mascot jump out. This created an unforgettable moment of excitement, instantly selling the team on the new direction and generating authentic buy-in.

A key leader at Rowell was skeptical about abandoning their traditional red, white, and blue colors, preferring the safety of the familiar. The rebrand's success hinged on their ability to overcome this internal resistance and trust their agency's expertise to create something truly distinctive.

A rebrand's foundation isn't visual; it's defining the company's "soul"—its purpose, voice, and personality. This creates brand principles (e.g., "be undaunted but thoughtful") that serve as the objective standard for evaluating all creative choices, from the name to the logo.

Most companies complete the first 80% of brand work (logo, colors, tagline). Truly great brands are defined by the last 20%: obsessively aligning every detail, from employee headphones to event swag, with the core identity. This final polish is what customers actually notice and remember.

Shanklin's rebrand was triggered by a strategic shift to focus on residential service customers, not just a desire for a modern look. This ensured the new brand served a clear business goal, making it more effective than a purely cosmetic update.