Rebranding: the strategic facelift that rarely goes according to plan. Even top-tier agencies encounter roadblocks. Why? Because a brand’s evolution is a complex ballet of strategy, creativity, and, let’s be honest, a fair amount of herding (proverbial) cats. And while some chaos is unavoidable, many rebranding projects are derailed by a handful of predictable errors.
Let’s look at five common pitfalls that can undermine rebranding efforts. We’ll offer insights from leading agencies and explore how strategic tools, like Frontify, can help you navigate your rebrands with more clarity and less stress.
1. Tunnel vision
At its core, rebranding is a strategic endeavor, not a cosmetic one. It’s easy to get lost in the whirlwind of design and internal preferences, forgetting the fundamental question: Why are we rebranding?
A truly effective rebrand requires a balanced focus that avoids an overly wide scope that dilutes impact and a narrow strategy that limits innovation. When tunnel vision takes hold, agencies and brands tend to fixate solely on their immediate competitive landscape, mirroring existing trends rather than forging new paths.
2. Lack of stakeholder alignment
The disconnect between strategic vision and stakeholder perception can derail even the most promising projects.
PORTO ROCHA can attest to this challenge firsthand, particularly during its recent high-profile rebrands. As founder and Creative Director Leo Porto explained, “Risk aversion is the biggest block we run into.” When presenting to large teams, stakeholders often focus on potential risks, which stifles innovation. This highlights a critical truth: A rebrand's success hinges on aligning all stakeholders — on more than the creative vision. To break through in a saturated market, brands and agencies should foster a culture of collaborative strategy, where risk is seen as an opportunity for bold, impactful change.
3. Timeline warps
The pressure to deliver results quickly is intense. But too often, brands and agencies underestimate the time required for thorough research, concept development, and refinement. They fall into the trap of setting unrealistic timelines that force creative teams to churn out solutions without proper exploration.
True innovation needs space for experimentation, challenging assumptions, and allowing unexpected insights to emerge. Rushing this process sacrifices the potential for a rebrand built to last.
4. Incorrect brand rollouts
A brilliant rebrand is wasted if the rollout resembles a fire drill. Many agencies grapple with outdated tools and fragmented processes, leading to asset chaos and inconsistent implementation. This disconnect between creative vision and practical execution can undermine months of strategic work.
For Tietoevry, a recent merger and global rebrand highlighted the critical need for a streamlined global rollout. Marte Alvfalk, Global Senior Brand Manager, emphasizes how important it was to have a centralized system for managing assets and guidelines: “Tietoevry are present at more than a thousand fairs and events during the year globally… we always need to make sure that we have very clear guidelines and files to download and amend. Particularly for event crews and all the event suppliers, [Frontify] has been totally critical.”
5. The scope straightjacket
All too often, rebrands fall short of their potential by clinging rigidly to the initial project scope. This “scope straitjacket” limits creativity and prevents brands from fully capitalizing on the transformative power of a rebrand.
Borussia Dortmund's recent rebrand is a compelling counter-example. Recognizing that the old design was “made for a weekend kind of club,” the team embraced a broader vision. As Marius Happe, Head of Marketing, explained, “We wanted to have a design that fits all our different channels with their different demands.” This meant not just updating the logo and visual identity but also revolutionizing their digital footprint — creating a “future-proof look” that extended across social media, LED bands in the stadium, and even experiential spaces.
Rebranding is a complex journey fraught with potential pitfalls. But it's also an incredible opportunity to redefine a brand's identity, connect with new audiences, and drive future growth.
With a potent blend of strategy, collaboration, and organization, any rebrand can be a success.
So, how do you navigate these pitfalls? Our friends at Interbrand have some quick-fire wisdom:
Strategy first, aesthetics second
Don't jump into mood boards and logo sketches right away. As Interbrand emphasized, “Branding is never just about a logo — it’s about the story, the feeling, and how everything connects.” Begin by defining the core purpose of your rebrand. What do you want to achieve? What story do you want to tell? Who do you want to reach? "If a rebrand doesn’t start with a clear strategy," Interbrand warned, "it’s just a facelift. You have to define what the brand stands for first." This means conducting thorough research, analyzing your competitive landscape, and articulating a compelling brand narrative that resonates with internal and external stakeholders.
Embrace the long game
Rome wasn't built in a day, and neither is a successful rebrand. Interbrand cautions against rushing the process: "A rushed rebrand rarely leads to something meaningful. You need time to explore, to iterate, to push beyond the obvious." Building a brand that connects with its audience takes time. Don't succumb to the pressure of quick turnarounds, which often lead to safe, predictable work.
Dare to be different
In a world saturated with brands vying for attention, standing out is paramount. As Interbrand put it, "The worst thing you can do is blend in." Don't just mimic what your competitors are doing. A rebrand that disrupts the status quo and offers a fresh perspective is far more likely to capture attention and leave a lasting impression.
Harmonize design and narrative
A rebrand's visual identity is only as powerful as the story it tells. It's crucial to ensure that design and storytelling work in tandem and create a cohesive and impactful brand experience.
Why does this matter? Because rebrands are about forging emotional connections. A logo alone? It's a symbol. But a logo paired with copy that whispers innovation or shouts rebellion? When these disciplines align, the resulting brand narrative is truly felt, rather than just noticed.
Equip your team with the right tools
Agencies, you're not just rebranding a logo; you're orchestrating a seismic shift in a brand's universe. And you can't do that with duct tape and legacy systems. You need a tech arsenal that's as agile and ambitious as your vision. As we saw with Tietoevry, a centralized system is critical for consistency — especially with global rollouts. By investing in the right resources, you empower your team to focus on strategic creativity rather than getting bogged down in logistical complexities.
With Frontify, your rebrand vision can become a tangible reality. Real-time feedback, streamlined approvals, and effortless version control empower teams to iterate with precision, while a single source of truth ensures consistent brand execution across all touchpoints.
Ready to orchestrate a masterclass in top-tier rebranding? Explore our rebranding guide today!
