Strategic Rebrands That Actually Work

Hey there,

I've been thinking a lot about transformation lately. Maybe it's the changing seasons, or maybe it's because I've been knee-deep in rebranding projects that are absolutely fascinating.

Here's the thing about rebrands: They're not about logos and taglines. The successful ones are strategic evolutions that align with where markets and customers are headed.

Let me share some [kinda] recent B2B rebrand stories that got me excited:

Remember Hermes, the UK delivery company? They transformed into Evri in 2022, and it wasn't just a name change. They shifted from "we deliver packages" to "we connect communities" – and doubled their business value in two years. Not too shabby!

Or take ShipBob (love that name) – they didn't just get a fresh coat of paint. Their data-driven rebrand boosted conversion rates by 27% across all traffic. That's what happens when you integrate analytics into the creative process.

And I'm (yes, still) geeking out over Figma's 2024 rebrand. They managed to broaden their appeal beyond professional designers without alienating their core users. That's the rebrand sweet spot – expanding while still keeping your day ones happy.

So what makes these rebrands work when so many fail? I've noticed some patterns:

• The best rebrands honor legacy rather than erasing it. Think evolution, not revolution. Expand, not erase.

• They communicate changes with crystal clarity. Your customers should never be confused about why you're changing and what it means for them. Simple simple simple story.

• They deliver real change, not just cosmetic updates. ShipBob didn't just look different – they worked different.

• They use data to guide decisions. B2B buyers respond to logic, not just pretty words and pictures. They need to know what you’re asking them to do will work.

• They involve internal stakeholders early. Your team needs to believe in the new brand before your customers will.

Of course, for every success story, there's a cautionary tale of rebrands gone wrong. The biggest failures? They typically come from abandoning what made the brand recognizable in the first place. (I could name names, but I'll be nice...at least publicly. Email me if you want to share some tea!)

Looking ahead, I'm seeing B2B brands getting much more sophisticated with their branding — borrowing emotional engagement techniques from B2C while keeping the logical foundations that B2B decisions require; flexing their visual and verbal story rather than staying dogmatically locked to their guidelines. It's an exciting time to be in this space!

At Villain, we have a philosophy about rebranding: elevate before you eliminate. Check out this quick checklist we put together of questions to ask before you start your own rebrand. Start by amplifying what makes your brand special — what’s different about you, what you can actually deliver on, what’s most meaningful to your audience — then carefully prune what's holding you back.

Because when you get it right? Your brand doesn't just change—it thrives.

Would love to hear if you've been through a rebrand recently. What worked? What didn't?

Talk soon,

Lauryn