How to do a B2B rebrand

Written by
Visions Team
April 18, 2024

If you’ve arrived at this blog, you’re probably wondering how to do an effective B2B rebrand. Executing a rebrand requires careful planning, creativity and a deep understanding of your target audience. Don’t worry, we will guide you through all the steps you need to take and consider to do it right.

What is a rebrand?

First up, we've got the brand rebrand. Think of this as a total makeover, like a caterpillar turning into a butterfly. A brand rebrand involves a complete overhaul of your company's visual identity, messaging, and sometimes even your mission and values. It's like hitting the reset button and starting fresh. 

On the other hand, we have the brand refresh. Picture this as a sprucing-up rather than a complete makeover. It's like washing that trusty old sweater and adding a few new buttons to freshen it up. A brand refresh involves updating elements of the brand while still keeping its essence intact. A good example of a brand refresh is Pepsi’s brand new logo, rather than inventing a brand new concept, they simply took what people knew and freshened it up. 

Steps for B2B rebranding

  1. Conduct Research - Before diving into the rebranding process, it's crucial to conduct thorough research to understand your market, audience and competitors. Utilise customer surveys, market analysis and industry trends to gather insights into what resonates with your target audience and where opportunities lie. Cisco's rebranding in 2006 involved extensive research to understand the evolving needs of their B2B customers. This led to a strategic shift towards a more human-centric approach, focusing on storytelling and customer experiences.

  1. Define objectives - Clearly define the objectives of your rebranding efforts and establish a unique positioning that sets you apart from competitors. Whether it's to modernise your brand image, target new markets, or align with evolving industry trends, your objectives should guide every aspect of the rebrand. In 2018, IBM's rebranding focused on repositioning the company as a leader in AI and cloud computing. Their "Let's Put Smart to Work" campaign emphasised the transformative power of technology in driving business innovation.

  1. Develop a Compelling Brand Identity - Your brand identity encompasses visual elements such as logo, colour palette, typography and messaging. Invest in creating a cohesive and memorable brand identity that reflects your company's values, personality, and value proposition. For example, Mailchimp's rebranding in 2018 embraced a playful and vibrant visual identity, moving away from its previous corporate look. The new brand identity resonated with their audience and positioned them as a more approachable and creative partner for businesses.

  1. Communication and consistency - Effective communication is key to ensuring a successful rebranding rollout. Be transparent with stakeholders, employees, and customers about the reasons behind the rebrand and what to expect. Consistency in messaging and visual branding across all touchpoints is essential for building brand credibility and recognition. Slack's rebranding in 2019 involved a transparent communication strategy, with CEO Stewart Butterfield addressing customers directly about the changes. Their consistent messaging and visual identity overhaul reinforced their commitment to simplicity and collaboration.

  1. Measure and adjust - After launching your rebrand, continuously monitor its impact and gather feedback from stakeholders and customers. Use key performance indicators (KPIs) such as brand awareness, customer sentiment, and revenue growth to assess the effectiveness of your rebranding efforts. Adobe's rebranding in 2018 involved ongoing measurement and optimisation to understand customer perception and engagement. Their data-driven approach enabled them to refine their messaging and visual identity over time, strengthening their position as a leading B2B software provider.


Embarking on a B2B rebranding journey is a significant undertaking that requires careful planning, creativity and strategic execution. By following these essential steps, you can navigate the rebranding process with confidence and achieve a lasting impact in your industry. Remember, rebranding is not just about changing your logo – it's about reshaping perceptions, driving growth and positioning your brand for success in a competitive marketplace.

If you need help with your rebranding efforts, simply book a meeting with our team, we will help you with any project, no matter how big or small. 

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