There are several reasons why a business might need to rebrand a product — to resolve a dispute over the brand; to continue after the termination or expiration of a license; or to refresh (or rehabilitate) the product’s image. Whatever the reason, rebranding requires careful planning and diligent execution.

1. Select a new brand. Define the unique selling proposition and core brand values. Brainstorm and generate brand name ideas. Shortlist brand name candidates, focusing on those that are easy to pronounce, spell, and remember. Research meanings of the candidate brands. If you plan to sell internationally, check for any potential issues in other languages or cultures. A name that’s great in one country might have unintended meanings in another. Screen for availability as domain names (for your website), trademarks (to protect intellectual property), and social media handles. Screen the candidates for legal availability. Test the remaining candidates with the target audience. Make your selection(s).
2. Develop the new brand. Revise the logo, color scheme, typography, and graphic elements. Create brand guidelines defining the rules for using brand elements to ensure consistency across all channels. Create a brand story with a compelling narrative that reflects the new brand identity and resonates with the target audience.
3. Refresh the product and packaging. Consider changes in product features, packaging, or benefits. Update the design to reflect the new brand identity, attract the target audience, and ensure consistency.
4. Protect the new brand, product, and packaging. File trademark applications on the new brand, pursue appropriate trademark, patent, and copyright applications on the product, packaging, and marketing materials.
5. Update company documentation: Ensure that internal documents (e.g., contracts, presentations) reflect the new brand.
6. Update Digital Presence & Online Assets. Update website and social media profiles, ensuring the new brand is reflected across digital platforms. Revise SEO and content strategy, optimizing the website and digital content to align with the new brand and improve search rankings. Ensure consistent messaging by updating content on blogs, social media, email templates, and digital ads to reflect the new brand. Update any e-commerce platforms, including product listings, descriptions, and images to match the new brand. Revise frequently asked questions and other support documents to match the new product identity.
7. Create new advertising. Develop new ads, brochures, and promotional content reflecting the new branding. Organize product relaunch events, online webinars, or media outreach. Collaborate with influencers and media.
8. Communicate with existing customers. Send out personalized communication (e.g., email or newsletters) informing customers about the rebrand. Ensure that brochures, product manuals, and customer support documents reflect the new brand. Address potential concerns about product quality or customer service during the transition.
9. Address legal and compliance considerations. Revise any licensing, distribution, or partnership agreements to reflect the rebranded product. Verify that all new packaging, advertising, and product claims comply with industry regulations and guidelines.

Rebranding is a complex process that requires careful planning, collaboration, and a focus on consistency across all platforms. A well-executed rebrand can rejuvenate a product, attract new customers, and increase market share.