For businesses, especially in the B2B sector, rebranding involves reshaping perceptions, redefining values and aligning every facet of the organisation with its long-term goals.

A successful rebrand goes beyond aesthetics – it’s about strategy, purpose and transformation. Here we explore why rebranding is much more than a design facelift, diving into the strategic depth it requires and the long-term impact it can achieve.

Looking beyond visuals to understand the value of rebranding

Rebranding is a strategic process that shapes the way a company is perceived by its stakeholders – customers, employees, investors and partners.

It involves aligning the brand with the company’s current goals, market positioning and audience expectations. And while a new logo or visual identity can communicate change, the real power of rebranding lies in its ability to address deeper strategic needs.

Key elements of a rebrand that go beyond visuals include:

  • Repositioning the brand in the market
  • Refining or re-articulating the mission, vision and values
  • Adjusting messaging and tone of voice to align with target audiences
  • Enhancing internal culture to strengthen employee alignment and engagement
  • Improving customer and stakeholder relationships

Rebranding is about strategic evolution, not cosmetic makeovers

Visual changes might draw attention, but they’re only meaningful if they represent something deeper – a strategic shift or evolution.

Businesses often rebrand because of significant changes such as entering new markets, addressing a reputational issue or reflecting a shift in offerings. These drivers of change require a brand transformation to address core business strategies, not just aesthetics.

CBC client case: Huntsman Advanced Materials – rebranding based on clear values

The challenge
Huntsman Advanced Materials needed a brand that reflected their pivotal role in driving innovation across virtually every industry in the world. While their advanced materials are integral to cutting-edge solutions, their existing branding didn’t fully capture their contribution to making the impossible possible.

They needed a clear, compelling identity to show their expertise, communicate clear value propositions, and inspire their audience.

The solution
Huntsman partnered with CBC to create a rebrand centred around the idea of their customers innovation “Made Possible.” This concept highlights Huntsman’s role as enablers of new or improved products, positioning their advanced materials as the foundation of groundbreaking achievements.

Through refined messaging, implementation of crystal clear value propositions, and a bold visual identity that truly stands out in an otherwise conservative industry, we brought their story to life, showcasing their impact and leadership across industries.

More Huntsman case insights: Rebranding based on clear values

A brand transformation reflects mission, vision, and values

A brand isn’t just a logo or tagline – it’s a promise. For a rebrand to succeed, it must authentically reflect the company’s mission, vision and values.

These elements form the foundation of how a company operates and interacts with stakeholders. If the rebranding process doesn’t address these core principles, it risks being superficial and ineffective.

Case in point: Ørsted

When Ørsted transitioned from being a fossil fuel-based energy company (formerly known as DONG Energy) to a leader in renewable energy, its rebranding reflected a deep commitment to sustainability. The new name, logo and messaging emphasised its mission to create a world that runs entirely on green energy, aligning the brand with its values and purpose.

Rebranding relies on stakeholder alignment

Rather than thinking about rebranding as a way of changing how a company looks, it’s more important to think about changing how it’s perceived. And changing perceptions requires alignment among all stakeholders, including employees, customers and partners.

Visual identity alone cannot achieve this alignment. It requires clear communication, engagement and often a shift in company culture. So the place to start is on the frontline: the workforce.

Employees are the first ambassadors of a brand. A successful brand transformation involves educating and engaging employees to ensure they understand and embody the new brand. If your rebrand doesn’t engage internal teams, then it’s also likely to fall flat with external audiences.

Why words can mean more than visuals

A strong visual identity can grab attention, but messaging and storytelling are the real drivers of how a brand is perceived. Rebranding involves redefining how a company communicates its value proposition, narrative and personality. Strong messaging resonates with target audiences and differentiates the brand from competitors.

Case in point: Slack

Slack’s rebranding in 2019 focused on simplifying its messaging to emphasise collaboration and productivity. While the visual identity became more polished, the real impact came from its narrative, which centered on improving team efficiency and fostering seamless communication in the workplace.

Repositioning a brand as a response to market dynamics

Markets evolve. So do customer expectations. A brand transformation often involves repositioning a company to stay relevant to changing markets or audiences. This requires a deep understanding of market trends, competitor positioning and customer needs – factors that go far beyond visual design.

Case in point: IBM

IBM’s transition from a hardware company to a leader in AI and cloud computing required a complete rebrand. The company didn’t just change its visuals, it redefined its offerings, messaging and positioning to reflect its expertise in technology services and solutions for enterprise clients.

Rebranding to rebuild trust

When a company has faced reputational challenges, rebranding can play a crucial role in rebuilding trust. And trust isn’t regained through visual identity alone. It requires authentic communication, operational changes and a clear demonstration of values.

CBC client case: GM – Rebranding to redefine label and packaging excellence

The challenge

For over 40 years, GM has engineered best-in-class machines for the self-adhesive label converting, finishing, and flexible packaging industries.

Despite their reputation for delivering faster, smarter, tougher, and user-friendly solutions, their brand didn’t fully capture their innovative approach or their commitment to peerless service and support. GM needed a refreshed brand identity to align with their leadership and resonate with their global audience.

The solution

In consultation with CBC, the client identified the need to build a more customer-centric and value-driven brand story: one that clearly shows that GM isn’t just about great technology, but how it helps its partners deliver significantly better value than their competitors. To reflect this, CBC created the new company tagline “Finish First.”

This tagline repositions GM in the minds of their audience as being a market-leader, and empowers their clients to realise they too can be market leaders by using GM’s solutions. CBC also overhauled the tone of voice and messaging strategy to move from features to benefits, and from technology to solutions.

More GM case insights: Rebranding to redefine label and packaging excellence

Key components of a successful rebrand

To ensure a rebrand goes beyond surface-level changes, businesses should focus on the following components:

    1. Brand strategy
      Develop a clear strategy that outlines the purpose of the rebrand, the audience it serves and the goals it aims to achieve. Align this strategy with the company’s broader business objectives.
    2. Mission, vision and values
      Revisit and refine these foundational elements to ensure they align with the company’s current direction. Make them a central part of the rebranding narrative.
    3. Messaging and tone of voice
      Redefine how the brand communicates with its audience. Messaging should be clear, authentic and aligned with the brand’s personality.
    4. Employee engagement
      Involve employees in the rebranding process and provide training to ensure they understand and embody the new brand.
    5. Customer and stakeholder involvement
      Gather input from customers and stakeholders through surveys, focus groups and interviews. Their insights can inform the rebranding process and foster buy-in.
    6. Comprehensive rollout plan
      A successful rebrand requires a coordinated rollout across all touchpoints – website, marketing materials, social media, physical locations and more. Ensure consistency and attention to detail in every aspect of implementation.

 

Common misconceptions about rebranding

“Rebranding is just a logo redesign”. As this post illustrates, a logo is just the tip of the iceberg. True rebranding involves strategic, cultural and operational changes.

“Rebranding can fix everything”. While a brand transformation can address specific challenges, it’s not a cure-all. For example, operational inefficiencies or poor customer service cannot be resolved through branding alone.

“Rebranding is a one-time event”. Rebranding is an ongoing process that requires regular re-evaluation and adaptation to stay relevant.

Looking to rebrand for lasting value?

Rebranding is far more than a visual identity job. It’s a strategic process that touches every aspect of a business, from internal culture to customer perceptions.

A successful brand transformation requires getting the company’s mission, vision and values in synch with its goals, engaging stakeholders, and crafting a compelling narrative that truly engages audiences.

If your B2B organisation is considering rebranding, our experienced team can help ensure you go more than skin deep, delivering the rebranding that enables you to build lasting value. Feel free to contact CBC’s Managing Partner, Ralph Krøyer, at rk@cbc.dk or on +45 35 25 01 60 for a no-obligation coffee and chat.