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When should you rebrand?

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CPG MBA
August 15, 2023

Rebranding can be a savvy strategic move that sets you up for growth, or it can be a waste of money. Today, we’re sharing good reasons to rebrand and some companies who have done it well.

When to Consider Rebranding

The Market Is Changing

Markets are never static. Consumer preferences, trends, and technologies evolve over time. If a brand is struggling for traction in an evolving landscape, a rebrand can be an opportunity to reposition where the market is headed instead of where it has been.

You’re Growing Up

As a brand matures, its initial identity might no longer reflect its expanded product line, values, or target demographics. If you’ve outgrown your identity, a rebrand can lay the foundation for growth by providing flexibility or better connection with your customers.

Competition Is Heating Up

Sometimes you get into a market at the right time and you can get business by writing your name in crayon on the box, but that changes when the competitors come rushing in for the gold. Rebranding can inject new energy and innovation into the brand, helping protect your position and making you stand out.

Major Product Changes

If you’ve decided to expand into a new category or reformulate your current products, rebranding provides a perfect opportunity to both drive customer awareness of the shift as well as drive demand with updated packaging.

Bad News Bears

Negative publicity, controversies, or outdated brand perceptions can taint a brand's image. A rebrand can act as a fresh start, enabling the brand to shed any undesirable associations and build a positive reputation. It won’t fix everything, but it’s definitely a step in the right direction.

Remember: A rebrand is more than just a change of fonts and colors. When you rebrand, you’re telling the customer that you’ve changed in a fundamental way. Whether that’s a simple ingredient swap or a more complicated shift in company values, your decision should be rooted in a greater business strategy.

Now, let’s take a closer look at some successful CPG rebrands to see how this strategy works across different categories.

RxBar

You know an RxBar when you see one. The packaging is simple, using only three colors per flavor, with all major nutritional ingredients listed on the front. Complementary to its name, almost looks like a prescription, promising medical-grade nutrition with none of the BS.

But it wasn’t always like this. RxBar’s packaging used to be bland and boring, with a design closer to a generic, over-the-counter protein supplement than its competitors—Clif, Power Bar, etc. So, they rebranded to more accurately represent their brand message and stick out on the shelf in the process.

It was a major success, taking them from $2 million in annual sales to $160 million in just 3 years.

Omyum (formerly Boon Nutrition)

In 2022, Boon Nutrition faced a problem: They made a great cacao-based superfood drink powder called “Everyday Hero” but were struggling with a trademark issue and low sales. People were confused about the product and how to use it—was it a smoothie mix, a supplement, a baking additive, or something else?

That’s when Boon Nutrition made the switch from “Everyday Hero: Superfood Elixir” to “Omyum: SuperNatural Coffee Alternative.” The new branding was cleaner and more visually appealing while bringing clarity to the product’s use, leading to a significant increase in both product sales and brand awareness.

Pretty Frank. (formerly Primal Pit Paste)

Primal Pit Paste was founded in 2012 by a concerned mother trying to make a truly natural deodorant for her daughter. The brand was successful from the start, eliminating toxic chemicals and replacing them with all-natural ingredients.

In 2019, founder and CEO Amy Perez made the decision to undergo a full rebrand, including changing the name to Pretty Frank. The main goal was to promote the deodorant to different kinds of people, including adults, kids, and athletes. They also wanted to make sure people knew exactly what ingredients were in the deodorant.

The result? An elegant, sleek, and modern design that accurately conveys brand values while standing out on the shelf.

Rebranding isn't a decision to be taken lightly, but for small CPG brands at strategic junctures, it can be a transformative step. Whether it's about staying relevant, competing effectively, or connecting with a broader audience, a well-executed rebrand can pave the way for a business’s continued growth and success.

Until next time,
The CPG MBA Team

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