Who cares about your rebrand?

Only those who can feel its true value and impact. 

All too often, the true value of a rebrand gets lost amid polished logos and catchy one-liners that accompany all rebrands, whether an agency business or indeed any business. One of our global peers in the marketing world, adam&eveDDB planner Sarah Carter, puts it perfectly, "Consumers don't give a shit." And the stark truth is that most clients don’t either – while they’re wrestling with their own business challenges, they’re unlikely to be obsessing over your agency’s revamp.

There are many reasons why a business could rebrand. But there’s only one reason why they should: a change in business calls for a change in brand. Simple as that. 

That ‘change’ could mean entering a new market, for example, adding a new capability, implementing a new strategy, or navigating a merger. Only when a rebrand is driven by a genuine business imperative does it become strategic, not superficial. 

That is what separates true transformations from cosmetic makeovers.  

If that is true for your business, the next challenge is how to answer my original question, who even cares? 

By creating an impact that people can feel for themselves, from your employees to your clients. By showing how your business transformation translates into tangible benefits for them. More than words that announce, "We've changed!" – it's that this change will make you all the more valuable to them. 

The most successful rebrands don’t just change how you look and what you say, they transform what you deliver. Too many rebrands fixate on the idea rather than the impact, missing what clients truly value – exceptional talent, crafting effective work. Mark Ritson’s market orientation reinforces this view: clients seek real solutions and see through trendy façades. 

Clients will care about your rebrand, if they see what’s in it for them. 

A rebrand must be a promise of tangible value that clients can experience for real. Anything less is just noise. And that’ll quickly drown out when the next agency rebrand rolls around.