The right approach to rebranding: What you should consider when relaunching

What does rebranding mean and why is the topic more relevant than ever in 2025?

Rebranding is the targeted change of a company's brand identity. This usually includes elements such as the name, the logo, the visual appearance, the tonality or even the entire brand strategy. The aim of a rebranding is to position the company in a contemporary way, to address new target groups or to react to internal and external changes - be it through growth, strategic realignment or changes in the market environment.

In 2025, rebranding is more relevant than ever for many companies. Why? Because markets are changing rapidly: New technologies, changing customer expectations and social trends such as sustainability, diversity or digital transformation are challenging brands to rethink their values and their appearance. Companies that do not regularly review their positioning run the risk of losing relevance. At the same time, competition from innovative start-ups, AI-supported business models and agile brands is greater than ever.

Especially in an increasingly digital world, the first impression is often a visual one - be it via social media, Google results or the website. An outdated brand presence can quickly become a conversion killer. Rebranding offers the opportunity to bring a breath of fresh air into the company, strategically realign itself and, in the best case, gain a clear competitive advantage.

In this article, you will find out what is involved in a rebranding, what the reasons for a rebranding are and tips and tricks if you are planning a rebranding yourself.

What does rebranding mean?

Rebranding goes far beyond a new logo or fresh colors - it is a strategic process in which the entire brand image or key parts of it are revised. The aim is to present the company in a new light to better suit the current company situation, target group or market positioning. A rebranding can become necessary for various reasons:

1. company mergers or takeovers:
When two companies merge or one company takes over another, different brand identities often clash. In such cases, rebranding ensures a uniform external image and can help to build trust with customers, partners and employees. The new brand then symbolizes the joint new beginning. On the one hand, the roots of the two merged companies should remain recognizable; on the other hand, the joint step of rebranding should be recognizable.

2. change of address or location:
A change of location - for example from a regional to a national or international focus - can make rebranding necessary. The new location often brings with it new markets, target groups or cultural conditions. An adapted brand identity helps to make these changes visible and strengthen relevance in the new location. In the case of drastic changes of location, for example from Europe to the Asian market, a completely different color palette or new messages are sometimes used in order to adapt culturally as closely as possible to the identity of the market.

3. strategic repositioning:
Perhaps the business model has evolved, new target groups have come into focus or the previous brand image no longer matches the company's vision. In such cases, rebranding enables a clear realignment - for example, away from a pure product focus towards a solution-oriented or sustainability-driven brand promise.

Rebranding vs. brand refresh - what's the difference?

A rebranding is far-reaching and can encompass the name, logo, design, tonality and brand strategy - often with the aim of completely repositioning the company.

A brand refresh, on the other hand, is more of a cosmetic measure. Here, for example, colors are modernized, fonts adapted or the logo slightly changed without changing the core identity or direction of the brand. It is comparable to a new coat of paint - while rebranding is like a complete rebuild.

Source: Studio DBC

Reasons for rebranding

A rebranding is a significant step that is chosen carefully - and in many cases is exactly the right lever to position the company for the future. The reasons for this can be varied, but usually range from strategic opportunities to urgent internal necessities.

Advantages: Visibility, market opportunities and further development

Strategic realignment and further development:
Companies are constantly evolving - through new products, services, markets or business areas. A rebranding takes this development into account and ensures that the brand image and communication match the current reality of the company. This ensures that the brand remains credible and relevant.

Stronger market positioning:
A revised brand image can help you to stand out more clearly from the competition and sharpen your own position in the market. This is particularly important in saturated or dynamic markets where differentiation is a key success factor.

Knowledge transfer and consistent communication:
Rebranding forces companies to take a close look at their identity, their values and their target group. This process often leads to better internal clarity and more consistent, targeted brand communication - across all channels.

Source: Papirfly

Internal problems: When rebranding becomes a necessity

An outdated or damaged image:
Brands age - and sometimes the image suffers due to external influences or the company's own mistakes. A rebranding offers the opportunity for a fresh start to regain lost trust and position the company positively in the market again.

Changing values in the company:
If the corporate culture, vision or mission statement change, this should also be reflected in the brand image. This is the only way to create an authentic brand identity that is convincing both internally and externally. A rebranding makes the change visible and credible.

Change of target group or market segment:
Addressing a new target group - for example by entering international markets, digitizing the business model or changing the customer structure - often requires rebranding. The brand can only be successful in the long term if it is aligned with the expectations of the target group.

Plan your rebranding correctly: the most important steps

A successful brand relaunch does not begin with a new logo - but with structured planning. Without sound analyses, clear target definitions and a well thought-out approach, a rebranding will quickly come to nothing. The following steps are crucial to ensure that the change is not just cosmetic but brings real added value:

1. as-is analysis: Where does the brand currently stand?

At the beginning, the status quo must be analyzed. What associations do customers, partners and employees have with the brand? How is the current branding perceived in the market? What works - and what doesn't? Qualitative and quantitative analyses (e.g. brand studies, customer feedback, social media evaluations or competitor comparisons) can be used to gain a clear overview. The aim is to identify key weaknesses and strengths and derive areas of action for optimization.

2. redefine target groups: Who do we actually want to reach?

A rebranding offers the opportunity to refocus communication - or to specifically address new target groups. It is therefore important to scrutinize existing target group profiles and redefine them if necessary. Who are the desired customers? What expectations, values and needs do they have? These findings flow directly into the new marketing strategy and help to precisely align the new brand image.

3. strategy & project planning: systematically implementing the rebranding

Now it's time for the concept: what are the specific objectives of the rebranding - increasing visibility, improving brand image, tapping into new markets? This determines the strategic direction. A structured project plan then determines which measures are to be implemented when and how. All relevant departments - from marketing to HR - should be involved at an early stage to ensure a holistic perspective. A clear timetable and milestones help to put the rebranding into practice efficiently.

4. revise design system & applications: The new look in all channels

The visual appearance is a central component of the rebranding - but only one part of it. After the strategic alignment and target group analysis, the new branding is translated into a consistent design system. This includes not only logos and colors, but also typography, visual language, tonality and application guidelines for digital and analog media. The next step is implementation across all touchpoints: website, social media, print materials, email signatures, presentations - wherever the brand is visible.

Digital identity as an important factor

An often underestimated aspect of rebranding is the digital identity. While the logo, colors and stationery are usually the focus of attention, digital touchpoints are often overlooked - even though they often shape the first impression of potential customers, partners or applicants.

In the B2B sector in particular, the first interaction is almost always digital: a click on the website, a glance at the LinkedIn profile or an email in the inbox. If old logos, outdated claims or inconsistent designs can still be found here, this not only looks unprofessional, but can also cost trust - and weaken the effect of the entire brand relaunch.

Check: You should definitely revise these digital touchpoints when rebranding

• Email signature:
  It is one of the most frequently used means of communication in the company - and is also an important branding tool. Outdated logos, mismatched fonts or missing contact information are easy to avoid and should definitely be taken into account in the rebranding process.

• Website:
  The company website is the digital business card par excellence. It must not only visually match the new brand identity, but also be consistent in terms of content. This applies equally to texts, imagery, UX and SEO elements.

• Landing pages:
  It is particularly important that all landing pages are adapted accordingly when campaigns run in parallel to the rebranding. A consistent brand presence along the entire customer journey is essential for the success of your marketing strategy.

• LinkedIn banners & social media profiles:
  Company profiles on platforms such as LinkedIn, XING or Instagram are key digital touchpoints. Cover images, profile photos, company description and linked content must be consistent with the new branding - otherwise the result is an incoherent appearance.

Rebranding business cards: analog or digital?

When it comes to rebranding, many people immediately think of logos, websites or social media - but business cards are an often overlooked component of brand communication. Especially in sales, at trade fairs or customer appointments, they remain a key means of making contact. But there are some challenges lurking here - especially if you still rely on classic print business cards.

The problems of classic business cards in the rebranding process

• Availability:
  As soon as the new branding is in place, all employees need to be provided with updated business cards - which can quickly become confusing for large teams.

• Update:
  If job titles, contact details or design specifications change, the cards have to be reordered and reprinted. This takes time and is prone to errors.

• Printing costs:
  Rebranding usually means: new layouts, new paper, new print jobs - and this is quickly reflected in high costs. Especially when leftover stock has to be disposed of.

The digital alternative: rethinking business cards

Digital business cards - such as those from Lemontaps - offer a smart solution here. They are flexible, up-to-date and adapt dynamically to the company's new image.

The advantages of digital business cards in rebranding:

• Real-time update:
  Changes to the design or contact data can be implemented centrally and immediately - without reprinting or waiting times.

• Branding-compliant:
  The design is CI-compliant and can be rolled out uniformly throughout the company - including logo, colors and fonts.

• Sustainable:
  No paper waste, no unnecessary reprints - digital business cards save resources and underline a modern, environmentally conscious brand image.

• Directly shareable:
  Whether via QR code, NFC or link - digital business cards can be easily shared and integrated into existing marketing and sales processes.

A professional brand relaunch therefore does not end with the look and feel of the website - but extends through all touchpoints, right up to the digital business card. Those who take this step not only strengthen the consistency of the branding, but also optimize reach, topicality and sustainability.

Checklist: Implement rebranding with modern infrastructure

Branding assets that should be revised in the rebranding:

• Logo & logo variants

• Color system (primary & secondary colors)

• Typography (fonts for print & web)

• Imagery & icon style

• Claim / Slogan

• Design guidelines (brand guidelines)

Internal company media & means of communication:

• Email signature (incl. branding, contact details, call-to-action)

• Digital business cards (e.g. with Lemontaps or NFC solutions)

• Presentation templates (PowerPoint, Google Slides)

• Document templates (quotations, invoices, contracts)

• Letterhead / PDF templates

• Employee ID cards / name badges

Digital & external contact points:

• Website & landing pages

• Social media profiles (header, profile picture, description)

• Newsletter templates & e-mail marketing tools

• CRM systems & e-mail automations

• App design / software UI (if available)

• Online banners & advertising material

• Signatures in support or sales systems

Analog assets:

• Roll-ups & exhibition walls

• Company signs, vehicle lettering

• Workwear with logo

• Promotional gifts / merchandise

Anyone planning their rebranding with a modern infrastructure not only pays attention to design - but also to efficient management, digital scalability and sustainable solutions. This ensures that the brand relaunch is not a one-off project, but a sustainable step into the next growth phase.

Conclusion: rebranding will be successful - if you think about the details

A successful corporate rebranding is much more than just a new logo or a fancy slogan. It is the targeted realignment of the entire corporate identity - with effects on communication, internal processes and daily interaction with customers, partners and applicants.

When it comes to implementation, it is often the details that make the difference: an email signature that has not been updated, a contradictory website or analog business cards in the old design can quickly weaken the positive effect of a rebranding. If you want to consistently manage brand perception, you need a strong combination of strategy, design and digital tools.

An important but often forgotten lever is the business card. It is still a powerful symbol for first impressions - but should meet the requirements of modern communication. Digital business cards such as those from Lemontaps are the ideal complement to a contemporary corporate design: branding-compliant, immediately updatable, sustainable and directly shareable.

Start now: Test a digital business card free of charge

Complete your rebranding - and take your digital presence to the next level.
Test the Lemontaps digital business cardnow and experience how easy modern brand management can be in everyday life.