Rebrand Mistakes | Dos and Don’ts

Rebranding can feel like a fresh haircut—when done right, it makes you look modern and polished. But when done wrong? It’s like leaving the salon wondering, “What have I done?” For brands, a rebranding failure isn’t just a bad hair day—it can cost millions, alienate loyal customers, and tarnish their reputation. This blog will explore some infamous rebranding mistakes, what went wrong, and how you can avoid these pitfalls. Plus, we’ll share practical tips to ensure your next rebrand is a glowing success.

Gap (2010): The Logo Change Nobody Asked For

What Went Wrong? When Gap abruptly replaced its classic blue box logo with a generic, Helvetica-infused one, the reaction was swift and brutal. Consumers felt the new logo was bland and did not connect with the brand’s heritage. After six days, the Gap returned to the original logo.

The Lesson: Don’t mess with a beloved brand element without considering the audience. For many consumers, a logo is more than a design. It’s an emotional connection to the brand.

Tip: Involve your audience in the rebranding process. Test new ideas through focus groups, surveys, or social media polls to gauge reaction before committing to change.

Tropicana (2009): The $35 Million Orange Juice Blunder

What Went Wrong? Tropicana’s new design replaced its iconic orange-with-a-straw packaging with a minimalist design that consumers barely recognized. The familiar orange design, a symbol of freshness and quality, was replaced by a plain juice glass. As a result, some consumers couldn’t even find Tropicana in stores, leading to a 20% drop in sales and a loss of $30 million in only two months. They just had a similar issue again when redesigning their bottles!

The Lesson: A rebrand shouldn’t erase the brand’s identity or confuse customers. Tropicana’s iconic orange was part of its DNA, and removing it left customers feeling disconnected. A rebrand must be recognizable. If your new look is so different that loyal customers can’t recognize your product, you risk losing them to your competition. Tropicana’s failures highlight the importance of keeping key visual cues that set your brand apart.

Tip: When rebranding, keep your core brand identity intact. Consider what customers love about your brand and ensure the redesign preserves those things. When rebranding, maintain recognizable elements that are central to your brand identity. Test your packaging or design changes in real-world scenarios to ensure customers can still identify your brand at a glance.

IHOP to IHOb (2018): A Flipping Good Stunt Gone Wrong

What Went Wrong? To promote its new burger, IHOP temporarily changed its name to “IHOb” (International House of Burgers). While this created a buzz, it confused consumers and overshadowed the brand’s association with pancakes.

The Lesson: Don’t sacrifice long-term brand recognition for short-term promotion. The rebranding left some customers wondering if IHOP was abandoning its breakfast roots.

Tip: Be clear about your goals. When running a temporary campaign, ensure it complements and does not conflict with your brand identity. Transparency goes a long way in maintaining customer trust.

Weight Watchers (2018): From WW to “Wait, What?”

What Went Wrong? Weight Watchers rebranded as WW to reflect a shift toward wellness rather than dieting. Unfortunately, the new name confused people and failed to communicate the brand’s purpose. Critics mocked the name as meaningless, and the brand struggled to maintain its identity.

The Lesson: A rebrand should clarify your mission, not muddy the waters. A name change needs context and a clear narrative to resonate with audiences.

Tip: When changing your brand name, ensure it aligns with your values and is easily understood. Pair the change with solid messaging that explains the “why” behind the rebrand.

Pepsi (2008): The $1 Million Smile (That Nobody Liked)

What Went Wrong? Pepsi spent $1 million to redesign a new globe logo that many called a “weird smile.” While the design was far from disastrous, it lacked an obvious connection to Pepsi’s heritage, and consumers wondered why the change was necessary.

The Lesson: If it isn’t broken, don’t fix it. Rebranding without a compelling reason can confuse customers and feel like change for change’s sake.

Tip: Rebrand only when necessary, such as entering new markets, evolving your offerings, or addressing outdated elements. Always have a clear purpose behind the change.

The Sci-Fi Channel (2009): Syfy? Seriously?

What Went Wrong? The Sci-Fi Channel rebranded to “Syfy” to appear more modern and appeal to a younger audience. Instead, it confused loyal viewers and faced ridicule for the odd spelling, which some said resembled a typo or slang for a disease.

The Lesson: Modernizing your brand is excellent, but not at the cost of credibility. If a rebrand alienates your core audience, it’s a miss.

Tip: Stay true to your audience. If you want to modernize, consider design tweaks or fresh messaging rather than completely overhauling your brand name or identity.

How to Nail Your Rebrand: Pro Tips for Success

Rebranding is like walking a tightrope. You must balance preserving your brand identity with introducing new, impactful changes. A successful rebrand can breathe new life into your business, but it requires careful planning, creativity, and a solid audience understanding. Here are some tips to get you on track and ensure your rebrand hits the mark.

Start with Research

Understand what your audience loves about your brand and what could be improved. Survey your customers, analyze competitors, and study industry trends.

Involve Your Team and Audience

Collaboration leads to better ideas. Involve your team and your audience in the process to ensure the rebrand resonates with everyone.

Maintain Your Core Identity Intact

Keep elements that customers associate with your brand identity, such as your logo, colors, or tagline.

Communicate the Why

Be transparent about the reasons for your rebrand. Whether you’re adapting to new trends or aligning with your values, share your story to help customers understand the change.

Test Before Launching

Run your rebrand through focus groups or loyal customers. This will allow you to catch potential missteps before it goes live.

Roll It Out Strategically

Don’t announce a rebrand without context. Use a phased rollout to build anticipation and explain the change across all touchpoints—your website, social media, and advertising.

The Don’ts of Rebranding: Avoid These Common Pitfalls

Rebranding can be an exciting opportunity to refresh your brand, but one wrong move can turn into a cautionary tale. Here are some key points to remember to ensure your efforts don’t backfire.

Don’t Alienate Your Loyal Customers

Your core audience is the foundation of your brand’s success, so ignoring their sentiments or preferences during the rebrand could backfire. Changing too much, too fast—or removing beloved elements—can leave your dedicated supporters feeling left behind.

Example: Gap’s logo change is a prime example. By dropping its iconic blue box without consulting consumers, the brand alienated fans who had an emotional connection to the original design.

How to Avoid It: Communicate with your audience early and often. Share the reasons behind your rebrand and gather feedback to ensure they feel included in the process.

Don’t Change Without a Clear Reason

Rebranding should solve a problem or reflect an evolution in your business. If you change just for the sake of it—or because it “feels time for a refresh”—you risk confusing your audience and diluting your brand identity.

Example: Tropicana’s packaging redesign baffled consumers because the old design wasn’t broken in the first place. The minimalist approach took away the striking elements that made the brand recognizable.

How to Avoid It: Always have a clear, strategic reason for rebranding. Whether entering a new market, updating an old concept, or addressing customer issues, ensure the change adds value.

Don’t Forget Your Brand’s Story

A successful brand is more than a logo or tagline. It’s a story that connects with your audience. If your rebrand loses that sight of the story, it can feel hollow and disconnected.

Example: Weight Watchers’ rebrand to WW had consumers scratching their heads. The name change failed to reflect the brand’s mission, making it seem vague and pointless.

How to Avoid It: Keep your story front and center. Ensure your new identity builds on your existing narrative rather than replacing it entirely.

Don’t Overlook Testing and Feedback

Unveiling a rebrand without testing it first is like diving into a pond without checking its depth. It’s dangerous and can lead to painful surprises.

Example: Syfy’s name change might have gone differently if the brand had tested it with its core audience. Instead, the name was mocked for its odd spelling and lack of relevance to science fiction.

How to Avoid It: Test your rebrand concepts with focus groups, surveys, and mockups before launching. Look for red flags in feedback and be willing to tweak your ideas.

Don’t Ignore Cultural and Market Sensitivities

Rebrands that don’t take cultural issues into account can backfire. Ideas or messages that seem innocuous in one market can carry unintended meanings elsewhere.

Example: Pepsi’s 2017 ad featuring Kendall Jenner was criticized for trivializing serious social issues, highlighting the importance of cultural awareness in marketing.

How to Avoid It: Do your homework. Ensure your rebrand is sensitive to cultural, social, and market-specific nuances. Involve diverse perspectives in the decision-making process to avoid unintended missteps.

Don’t Rush the Rollout

Launching a rebrand with proper planning and communication can create clarity and maintain the impact of your efforts. Consumers need context to understand and accept change.

Example: When Uber rebranded in 2016, its logo and app design shift was so abrupt that many users didn’t realize it was still Uber. The lack of context left customers confused about the change.

How to Avoid It: Roll out your rebrand in stages. Use teasers, social media campaigns, and email announcements to build excitement and gradually help your audience adjust to the change.

Bonus Tip: Don’t Lose Confidence in Your Vision

While feedback and testing are essential, so is trusting in your vision. A successful rebrand requires courage and confidence—otherwise, you risk getting stuck in an endless cycle of tweaks and second-guesses.

Conclusion: Rebrand with Confidence (and Caution)

Rebranding can bring new life into your business but comes with risks. As these examples show, taking the wrong approach can confuse, frustrate, or even anger your audience. The key is balance: honor your brand’s heritage while embracing the future.

Are you thinking about rebranding? Let’s ensure you do it the right way! Schedule a call with our team, and we’ll help you create a rebrand that excites your audience, strengthens your identity, and drives long-term success.