A rebrand should be viewed as building the fundamental foundation of a business. Without it, growth attempts are superficial and temporary. With a solid brand, the company has a stable base that can support significant scaling and prevent the business from hitting a growth ceiling.

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.

Faced with rebranding a 65-year-old company with 32 trucks, Shanklin made the significant investment manageable by creating a one-year budget. They phased the rollout of new vehicle wraps and uniforms, avoiding a massive upfront cash outlay and making the project digestible.

The owner initially dismissed the focus on color, assuming their traditional red and blue was fine. Post-rebrand, the new, nostalgic blue palette receives the most compliments and is credited with effectively conveying their 65-year legacy. He admits he was completely wrong about its importance.

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.

For Rowell, the rebrand wasn't merely a refresh for its existing market. It was a strategic prerequisite for expanding into larger territories. A disruptive, noticeable brand was deemed essential to stand out against established competitors and make an immediate impact.

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.

The meat snack category is traditionally masculine. Chomps followed suit until data revealed their "healthy achiever" customer was predominantly female. This insight prompted a total rebrand, shifting from a generic "cow brand" logo to a more fun, approachable identity that resonated and unlocked growth.