Understanding the difference between brand revitalisation and rebranding

Brand revitalisation updates how a brand looks, sounds or behaves without changing its core identity, while rebranding fundamentally reshapes how a brand is positioned and perceived. At Threerooms, we view revitalisation as an evolutionary approach and rebranding as a transformational one, with the right choice depending on strategic direction, brand equity and audience alignment.

A strategic guide by Threerooms branding agency

In fast-moving markets, even the most recognisable brands cannot afford to stand still. Shifts in consumer behaviour, cultural expectations, technology and competition continually challenge organisations to remain relevant. When performance dips or brand perceptions begin to feel outdated, leaders face a crucial strategic decision: should the brand be revitalised, or is a full rebrand needed?

At Threerooms (a brand and design consultancy specialising in strategic brand transformation), we see this distinction as one of the most misunderstood – and most costly – decisions organisations make. While both brand revitalisation and rebranding aim to strengthen relevance and competitive advantage, they differ significantly in scale, risk, intent and impact. Choosing the wrong approach can dilute brand equity, alienate loyal audiences or undermine long-term strategy.

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Defining brand revitalisation and rebranding

Brand revitalisation refers to renewing a brand’s relevance and appeal without fundamentally changing its core identity. As defined by our brand strategy framework, revitalisation typically includes:

• Visual refreshes (logo refinements, updated colour palettes or typography)

• Refined messaging and tone of voice

• Adjustments to customer experience or brand touchpoints

  
  

Crucially, the brand’s heritage, positioning and equity remain intact, while the execution is modernised to align with evolving consumer expectations.

The aim is modernisation, not reinvention.

Rebranding, by contrast, involves a deeper, transformational shift. It may include a new identity, positioning, narrative or even brand name. Rebranding is often driven by significant strategic change, such as entering new markets, targeting new audiences, responding to mergers, or a shift in customer focus.

Why brands choose revitalisation

Brands pursue revitalisation when their core value proposition remains strong, but the execution feels dated. This approach allows organisations to modernise while maintaining continuity and trust.

A good example is Walkers, the UK crisp brand, which launched its biggest redesign in nearly 80 years. The refresh introduced updated packaging, a refined logo and new flavour cues such as hot honey, while retaining its iconic red and yellow colour palette. The result reinforced Walkers’ association with flavour innovation without disrupting recognition – a textbook case of brand revitalisation.

Other global brands have adopted similar strategies:

• Starbucks gradually simplified its logo, removing text to improve versatility while preserving its iconic siren.

• Coca-Cola has refined typography and packaging over decades, evolving visually while retaining its unmistakable script and colour.

Brand revitalisation works best when brand equity is high and emotional attachment is strong, making continuity a strategic advantage.

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Rebranding: when radical change is required

Rebranding becomes necessary when a brand no longer reflects an organisation’s strategic direction, ambition or market reality. Or when significant repositioning is required to capture new audiences, enter new markets, or alter brand perception. In these cases, incremental updates are insufficient.

In 2024, Decathlon undertook a comprehensive rebrand, introducing a new logo known as “the Orbit” alongside a bold visual system. The change signalled its transformation from a value-focused retailer to an innovation-led global sports brand. This was more than a visual refresh, it was a repositioning aligned with a broader strategic shift.

Similarly:

• Pepsi launched a major rebrand in 2023 to mark its 125th anniversary, updating its visual identity to resonate with digital-first and contemporary audiences. This choice reflected the need to maintain cultural relevance in a highly competitive beverage market.

• Eurostar rebranded following structural and operational changes (a merger), using identity design to symbolise unity and a renewed vision for growth.

These cases illustrate a key principle: rebranding must be driven by strategy, not aesthetics alone.

In contrast to revitalisation, rebranding usually demands a new narrative, visual identity and customer promise.

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Risks and rewards of each approach

Brand revitalisation is generally lower risk and lower cost, as it builds on existing equity. When executed well, it can reinvigorate interest without alienating loyal customers.

Rebranding, however, carries significantly higher risk. Abrupt or poorly justified changes can trigger backlash through confusion or alienting loyal audiences. A recent example is Cracker Barrel in the US, which removed its iconic barrel illustration, prompting customer outrage and a swift return to the original logo. This demonstrates how drastic rebrands that ignore a brand’s heritage can damage reputation and performance, at least in the short term.

In the UK, Tate & Lyle’s Golden Syrup faced similar criticism in 2024 after removing the iconic illustration of a dead lion encircled by bees, a quirky, instantly recognisable symbol, leaving long-time fans disappointed – a reminder of how deeply consumers value heritage symbols.

That said, successful rebranding can deliver substantial rewards when it aligns with a clear strategic purpose, unlocks new markets or corrects misperceptions.

Conclusion: choosing the right strategy

Brand revitalisation and rebranding are both important tools in a marketer’s arsenal, but they are not interchangeable. As Threerooms’ brand strategy approach emphasises:

• Brand revitalisation modernises a brand while preserving identity and equity.

• Rebranding fundamentally reshapes perception and signals strategic change.

Examples from Walkers, Decathlon and Pepsi demonstrate how each approach serves distinct objectives – from refreshing relevance to redefining mission. For organisations navigating change, understanding this distinction is essential to making confident, commercially sound brand decisions.

Brand revitalisation vs rebranding FAQs

Q: What is brand revitalisation?

A: Brand revitalisation is the process of modernising a brand’s look, messaging or experience while preserving its core identity and existing brand equity.

Q: What is rebranding?

A: Rebranding involves a fundamental change to a brand’s identity, positioning or narrative, often driven by strategic shifts such as new markets or mergers.

Q: What is the difference between brand revitalisation and rebranding?

A: Brand revitalisation is evolutionary and protects heritage, while rebranding is transformational and reshapes how a brand is perceived.

Q: When should a company revitalise its brand?

A: Companies should revitalise when their core positioning is still relevant, but the brand feels outdated or disconnected from modern audiences.

Q: When is rebranding necessary?

A: Rebranding is necessary when the existing brand no longer aligns with the organisation’s strategy, ambition or target audience.

Q: Is rebranding riskier than revitalisation?

A: Yes. Rebranding carries higher risk because it disrupts familiarity, but it can deliver greater rewards when aligned with clear strategy.

Whether you need to sharpen your strategy or refresh your identity, we’re here to help. Let’s talk.

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