Why most rebrands fail in the first year
A new logo is the easy part. What the teams that get it right do before, during and after the launch.
The logo is not the brand
A rebrand fails when the new identity is treated as a paint job. The visual change lands on day one; the change in how the company behaves takes a year.
What the best teams do
They agree what is changing and why before anyone opens a design file.
- Write down the three things the brand must say
- Bring customer-facing teams in early
- Plan the first ninety days after launch
Measure what matters
Track recognition, consistency and the questions customers ask, not just applause on launch day. A rebrand is finished when the new story is the one people tell.
“A brand is a promise you keep, not a logo you launch.”
