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The Do's and Don'ts of Rebranding

Rebranding your business can be a daunting and complex process. It is not just about changing the name or logo, but a complete overhaul of the entire brand. The main reason for rebranding is to stay relevant and to keep up with the ever-changing business landscape. However, it is essential to approach a rebranding project carefully and thoughtfully. In this blog post, we will discuss the do's and don'ts of rebranding your business and share valuable insights to help you make informed decisions.


1. Define your unique selling proposition: Before rebranding, take a step back and critically evaluate what makes your business stand out from the competition. Your unique selling proposition (USP) is what differentiates you from the rest. Ensure that your rebranding efforts take your USP into consideration and reflect it in the updated brand.

2. Involve your employees: Rebranding is not just a marketing project; it's a team effort. Involve employees from different departments to ensure that your rebranding efforts align with the overall vision and mission of the company. It can also help to get employee buy-in and support for the rebranding project.

3. Research and analysis: Rebranding should not be a knee-jerk reaction. Instead, it should be a well thought-out process that stems from research and analysis. Analyze your current branding efforts, research UX analyses, and evaluate your competition before initiating a rebrand.


1. Don't change too much: Rebranding entails a comprehensive overhaul of the brand. However, it's vital to retain some elements of your current brand identity to maintain recognition and brand loyalty. An extreme brand overhaul can lead to brand confusion and result in lost business.

2. Don't overlook existing customer sentiment: Design with consideration for existing brand recall and customer response and sentiment. When doing research and analysis, don't forget to pay attention to what your customers are saying. This can help guide your rebrand design direction.

3. Don't be too trendy: Trends come and go very quickly. Don't follow design trends blindly as they may be short-lived. Instead, focus on classic design elements and stay true to your brand voice while also being mindful and intentional in incorporating any new design elements.

In conclusion:

In conclusion, rebranding your business should be a thoughtful and strategic decision-making process. Take the time to research, define your USP, involve your team, pay attention to customer sentiment and stay true to your brand's voice. By avoiding these rebranding pitfalls and following these DOs and DON'Ts, you can ensure that your rebranding efforts will inject fresh life into your brand, bring new growth opportunities and keep your business relevant in the ever-changing business landscape.



Marketing Blog, Graphic Design, Branding, Advertising Rogers, AR, Marketing Rogers, AR, Branding Rogers, AR, Brand Strategy, Brand Consulting

A Note From the Author

As a business owner, brand strategist, and graphic designer I run in to questions and ideas every day.

As the owner of Norris Design, I started out wanting to solely be a designer, but education changed the way I thought, the way I viewed business and the way I viewed my role in helping other's businesses.  

Graphic design will always be my original love, but as I grew in knowledge, I realized the small view of design for the sake of something beautiful was such a disservice to businesses.

Businesses needed much more than just graphic design.  They needed to see the bigger picture of their businesses from the perspective of a designer.  Once I realized that branding had a huge role in large businesses that see amazing success but very few small businesses even think about branding or brand strategy, I realized that if I could offer a brand strategy view as a consultant rather than just an order taker graphic designer, I could actually move the needle in their businesses.

This is the beginning of where I started to fall in love with business, marketing, branding, brand strategy, consulting and brand building. 

It all started with education after college.

I obsessively read articles, listened to podcasts, watched videos, read books, and took classes.  This was to fulfill this desire to be more involved in the businesses side of design rather than just design alone.

So, this is why I wright. I appreciate other people's perspective and I hope that one day, mine can help someone else.

Kimberly Norris

Brand Strategy

We create a results-based brand strategy for all aspects of your company to foster customer trust and build brand acknowledgment over time.

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Creating brand identities is our passion. We believe it takes insight into your business, your customers, and your hopes for your business to build the best logo possible. And we’re willing to take the time to do this.

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