Key takeaways
- Start with the story. Why this change? What's the new promise?
- Get stakeholder alignment early. Rebrands fail without it.
- Plan the rollout. Communicate the change.
A merger or pivot often demands a rebrand. A new name, new identity, new story. It's a bigger change than a refresh—and it needs careful planning.
Start with the story
Why are you merging or pivoting? What's the new promise? The brand should reflect that. Get alignment internally before you brief designers.
Stakeholder alignment
In a merger, you have multiple stakeholders. Get buy-in early. Rebrands fail when key people aren't on board.
Rollout plan
Website, social, print, signage, email signatures. List everything that carries the old brand. Plan the switch in phases. Don't leave half-updated assets in the wild.
Communicate
Tell customers and partners why it's happening. A rebrand without context can feel like a loss. With context, it can feel like progress.
FAQs
Strategy and identity: 2–3 months. Full rollout: depends on touchpoints. Could be 6+ months.
Sometimes. Colour, a symbol, or a typeface can carry over if it still fits. It's a judgment call.