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Brand Refresh – 5 Steps to Rebrand your business without losing your identity.

Are you thinking about rebranding your business? 

Are you worried you’ll lose your identity in the process? 

Rebranding can be a daunting task, but it is necessary for businesses to remain competitive and attract new customers. However, it’s important to approach the process with care and consideration to avoid alienating your existing customer base.

Have you ever gone through rebranding? 

How did it go? Did you lose any customers, or did it help attract new ones? 

If you’re new to rebranding, you might be wondering where to start and how to make sure that your efforts align with your business goals.

In this blog post, we’ll dive deeper into how to rebrand your business without losing your identity. We’ll walk through a 5-step process that explains how to successfully rebrand your business and how Starbucks successfully rebranded themselves in 2011 with these 5-steps.

Step 1: Start with a clear strategy

The first step in rebranding your business is to make a clear plan that outlines your goals, target audience, brand values, and unique selling proposition. This strategy will be the foundation for your rebranding efforts and make sure that your branding efforts are in line with your business goals.

A clear strategy will help you figure out where rebranding is needed and put your efforts in the right order. For example, if you want to reach a new group of people, you may need to change the way you talk about your brand or how it looks to appeal to them.

Step 2: Analyze your existing brand

The next step is to conduct an analysis of your current brand to determine its strengths and weaknesses. This may involve conducting a brand audit to assess the visual identity, messaging, and customer experience of your brand. You can also assess how your brand compares to those of your competitors (competitor analysis) and identify areas where you can differentiate yourself.

During this process, it’s essential to determine what aspects of your brand identity you should preserve. For example, if you have a loyal customer base, you may want to maintain elements of your brand identity that resonate with them, such as your brand voice or logo.

Step 3: Involve your stakeholders

Rebranding should not be performed independently. It is essential to involve your stakeholders, such as employees, customers, and business partners, in the process. This may involve conducting surveys, focus groups, or other forms of market research to collect feedback on your rebranding initiatives. 

By involving your stakeholders, you can ensure that your rebranding efforts align with your customers’ expectations and preserve your brand identity. You can also gain valuable insights into what your customers like and dislike about your brand, allowing you to make well-informed rebranding decisions.

Step 4: Preserve your core brand elements

Preserving your core brand elements is one of the most important aspects of rebranding. These components are what make your brand recognizable and aid in establishing customer trust. They can include your logo, color scheme, brand voice, and additional visual and textual elements.

Even though you may want to update these parts, it’s important to stay consistent and avoid making big changes to your brand identity. For instance, if you have a recognizable logo, you may want to modify it to make it more modern or relevant, but you should avoid any drastic changes that could alienate your current customer base.

Step 5: Communicate your rebranding efforts

Lastly, it is essential to inform your customers and other stakeholders of your rebranding initiatives. This includes updating your website, social media profiles, and other marketing materials to reflect your brand’s new identity. It’s also important to explain why you’re rebranding and how your customers will benefit.


Starbucks is an example of a company that successfully rebranded while maintaining its identity. Starbucks debuted a new logo in 2011 as part of its efforts to rebrand. The new logo got rid of the words “Starbucks Coffee” and put more emphasis on the iconic siren.

Here’s how Starbucks followed the steps we outlined in this blog post:

  1. Start with a clear strategy: 

Starbucks wanted to be known for more than just coffee and become a lifestyle brand. This strategy was reflected in the company’s new logo. 

  1. Analyze your existing brand: 

Starbucks conducted a brand analysis to determine its strengths and weaknesses. They understood that the siren logo was an integral part of their brand identity and had helped them gain widespread recognition among consumers. However, the text “Starbucks Coffee” prevented them from expanding their product offerings.

  1. Involve your stakeholders: 

Starbucks asked its customers, employees, and business partners what they thought about the new logo through social media and in-store surveys. A lot of people liked what the company did, and customers said that the new logo better showed what Starbucks stands for.

  1. Preserve your core brand elements: 

Starbucks has maintained the iconic siren logo, which has become synonymous with the brand. Additionally, the company retained its green color scheme and brand voice to maintain continuity with its prior branding efforts.

  1. Communicate your rebranding efforts: 

Starbucks communicated its rebranding initiatives via a media campaign, social media, and in-store promotions. The company explained why the new logo was made and how it was part of Starbucks’ bigger plan to become a lifestyle brand.

Starbucks’ efforts to rebrand led to a successful move to a broader, more lifestyle-focused brand that kept its core brand identity. The new logo became widely known and became linked to the Starbucks brand. At the same time, the company continued to bring in new customers and keep its loyal ones.

By communicating clearly and transparently, you can build trust and maintain a positive reputation during the rebranding process. You can also utilize social media and other channels to generate excitement about your rebranding efforts among your customers.

In conclusion, rebranding your business is a complex process that requires careful planning and execution. By adhering to these five steps, you can successfully rebrand your business while preserving its brand identity. Remember to start with a clear strategy, analyze your existing brand, involve your stakeholders, preserve your core brand elements, and communicate your rebranding efforts. By doing so, you can breathe new life into your brand and stay relevant in a changing market.

Happy rebranding!

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