From branding botox to full-on facelift: Take a look in the mirror. Is it time to rebrand? Take our quiz.

Date Posted: May 23, 2016

Your brand is your personality. It’s the emotional connection that your customers, clients, employees, friends, enemies and your grandma (if she’s in your target demographic) make to your products, services and organization as a whole.

Disney Brand

We love to quote Jeff Bezos, founder of Amazon: “Your brand is what people say about you when you leave the room.” Your brand is the stuff people won’t say to your face. The lasting impression. Were you funny? All business? Quirky? Trustworthy? Your brand is also the story you tell about your company. (Should Morgan Freeman or Pee Wee Herman be the narrator?) You can even think of your brand in moving pictures. (Chick flick? British drama? Award-winning documentary?)

We also like to tell our clients what their brand isn’t.

Fact: Your brand is not your logo.

Ergo, a rebrand is not a new logo.

A logo, on its own, won’t get anyone to see you differently. And that, at its most basic level, is the purpose of a rebrand.

Sure, new logos are part of many rebranding projects. But the efforts can’t begin and end there, because rebranding is about so much more. You can’t build and maintain relationships with customers, engage a new market, spark corporate culture change, tell a new story about your business or make more money from a new logo. All of these can—and should be—achieved by a successful rebrand, because you’re reinventing your company’s message, goals and culture.

Examples are always helpful, so here’s a classic rebrand success story.

The sweet smell of success comes from the new Old Spice

With an increased interest in men’s grooming, Proctor & Gamble wanted to introduce Old Spice (aka “your dad’s aftershave”) to a younger crowd. Their 2010 rebrand—which focused on body wash, a product first introduced in 2003—was fueled by a smart ad and creative use of social media.

Old Spice Marketing Campaign

Old Spice’s much talked-about (and viewed) viral YouTube campaign starring Isaiah Mustafa (The Man Your Man Could Smell Like) is now legendary. Thanks to the genius of ad agency Wieden + Kennedy, Proctor & Gamble got “the archetype of a successful social media campaign” according to Mashable. The first video, airing on July 10, 2010, reached more than 23 million views after 36 hours. Mustafa spent those precious hours responding to online comments and queries posted on Facebook, Twitter, Reddit, Digg and more. The campaign even won the Cannes Lion Grand Prix award—the industry’s highest honour. But sales were what Old Spice was after, and it got that in spades. The month after the company aired two new TV spots and 186 video responses to online questions, sales were up by a whopping 107 per cent (according to Nielsen data provided by Old Spice).

“Old Spice didn’t change its logo, it changed the experience,” said brand consultant and principal at Method, Inc., Marc Shillum. The change has certainly had longevity: five years later, Old Spice guys Mustafa and Terry Crews were still duking it out (on ESPN’s SportsCenter, among other places) vying for the hearts of Old Spice fans. This year, it’s started to put real guys in the spotlight by opening Twitter accounts for its fans’ future selves and turning to Imgur to create wacky real-guy hair advice GIFs.

But back to you.

Is it time for a rebrand? Take our quick quiz.

Check all the boxes that sound kind of like you. (Okay, it’s not scientific. But creative endeavours seldom are.)


0 checks: Okay, Pinocchio. Did you tell the truth? Really? Then your brand is on target and there’s no compelling reason to make a change.

1 to 5 checks: Might be time to pump it up a little with a little branding botox. Could be that your logo needs to be updated to reach your audience more effectively. A catchy new tagline could be the spark you need to build an exciting customer engagement campaign. But there doesn’t seem to be a reason to mess with your core “brand promise”—the expectations and experience the public has when they come across your company.

6 to 11 checks: It’s time to take action, but the extent of the rebrand depends on the importance of the changes you’re making to your company and how much pain you’re feeling. Find an agency that can help you decide whether you should tweak or tear down—and make sure they’re as sensitive to improving your business bottom line as they are to making you look pretty.

12+ checks: It’s facelift time. The good news is you’re about to explore who you are on the inside…discover who you want to be on the outside…and witness a true transformation to both. But don’t let any agency wield the scalpel. Choose a company that has the patience to dig deep, the creativity to inspire a new culture and the integrity to be accountable for results.

Considering a new name? Check out our review of Alexandra Watkins’s insightful book “Hello My Name is Awesome” for some smart advice.

Ready to give your brand some TLC? Let’s get #it done!

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Jen Dawson

Jen Dawson


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