Rebranding can be a powerful strategy to revitalize a business, reconnect with audiences, and stay relevant in a competitive market. But when done poorly, it can alienate loyal customers and damage brand equity. To better understand what works, let’s explore how some of the world’s most iconic companies successfully rebranded — and the key lessons you can apply to your own business.
1. Apple: From Near Bankruptcy to Global Icon
In the late 1990s, Apple was struggling. The return of Steve Jobs brought not just new products but a total brand overhaul. The company simplified its logo, adopted the minimalist “Think Different” campaign, and launched sleek, consumer-friendly products like the iMac and iPod. The result? Apple became a lifestyle brand known for innovation and design.
Lesson: Simplicity and consistency can redefine your brand identity.
2. Dunkin’: Dropping ‘Donuts’ to Expand Horizons
Dunkin’ Donuts rebranded as simply “Dunkin’” in 2018 to emphasize its growing beverage lineup. The move helped modernize the brand and compete more directly with coffee giants like Starbucks, while still honoring its roots.
Lesson: Rebranding can reflect an evolved offering—without losing your brand soul.
3. Airbnb: Building Belonging
In 2014, Airbnb introduced a new logo and brand platform centered on the concept of “belonging.” While the new look initially sparked criticism, it ultimately helped the company strengthen emotional connections with users and communicate its global, inclusive mission.
Lesson: Bold moves that align with your mission can build long-term loyalty.
4. Burberry: Modernizing a Legacy
The British luxury brand Burberry went from outdated to high fashion under new creative direction. The rebrand focused on digital innovation, celebrity endorsements, and edgy design—all while maintaining its core heritage.
Lesson: Rebranding doesn’t mean abandoning tradition—it’s about making it relevant.
5. Instagram: Vibrant Overhaul
Instagram’s 2016 logo change sparked debates, but the update signaled its shift from a photo-sharing app to a broader social platform. The brighter, more flexible identity aligned with its younger, trend-savvy audience.
Lesson: Design updates can reflect a brand’s cultural shift and user evolution.
Key Takeaways for Your Brand
Know your “why”: A rebrand without purpose confuses rather than connects.
Research deeply: Understand your audience’s perception and market trends.
Test and phase: Gradual rollouts can ease transitions and reduce backlash.
Communicate clearly: Let your audience know the reasons behind your rebrand.
Stay authentic: A great rebrand stays true to your mission while evolving visually and strategically.