How To: Manage A Company Rebranding


A company rebranding is a major milestone event where everything is evolving: strategically, creatively, internally and externally. Typical reasons for the rebranding of a company may include:

  • mergers or acquisitions
  • an organization’s goals shifting in a new direction
  • updating a brand that no longer resonates in an evolving marketplace
  • an organization name no longer reflecting the depth and breadth of its offerings


Since 1999, Trajectory has worked alongside many leadership, board and marketing teams across the country on these major brand initiatives. Here are eight tips to keep in mind to ensure you realize the full value in your company rebranding.

1. Building Alignment

For a company rebranding effort to have any chance of success, organization Board and leadership must be aligned around three tenets: the objective business case for the effort, the financial commitment it will take and the operational commitment of aligning the organization.

2. Borrowing On History

One major reason for rebranding a company is to maintain the relevancy of the organization. While it’s beneficial to have a legacy to genuinely build upon, it’s dangerous to cling too tightly to it when so much in the surrounding marketplace is changing.

3. Cross-Functional Champions

A company rebranding affects the entire organization. As such, there should be a senior cross-functional team of flag-bearers for the initiative outside of the formal leadership hierarchy. This team approach will help in decision-making and being able to reach consensus when required.

4. Brand Architecture

As the outward face of your organization, the names and relationships among your products and services need to reflect the strategic intent of your rebranding. Be sure to align the organization’s brand portfolio to make sure that it reflects the vision, mission, positioning and promises of your newly rebranded organization.

5. Phased Approach

Done right, a company rebranding must pass through three deliberate internal phases: launch (where employees hear it/feel it), post-launch (where employees learn it/engage in it) and ongoing (where employees live it). Keep in mind that a health system rebranding is akin to a marathon, not a sprint.

6. Brand-Led Culture

The only one way to ensure that your company rebranding has the power to unite your internal teams is if your brand is center stage, guiding the everyday actions of those who drive your business performance. Be sure your brand ideas (positioning, promises, messaging) are guiding your efforts.

7. Post Launch Momentum

Prior to, and during launch, there’s anticipation, excitement and action. But after the brand relaunch, momentum needs to be sustained if the effort is truly going to carry the organization forward into the future.

Company rebranding’s are infrequent events that require discipline, patience and precision. And the business rewards should be great for years to come.