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- A rebrand checklist starts with an audit of what customers already recognise, because those assets are the most valuable things a rebrand can throw away.
- Most brands need a refresh rather than a full rebrand: keeping the name and strongest cue while modernising the rest.
- Roll a rebrand out from the inside out: finish the kit and templates first, then digital channels, then documents, then physical items.
- Change one strong recognition cue at a time where you can, so customers can still find you during the switch.
- A good rebrand announcement explains what changed, why, and what stays the same, in one short message.
På denne side
A rebrand checklist has two halves. The first decides what to keep: before changing anything, list what customers already recognise you by, and protect the strongest of it. The second makes the change complete: finish the new kit, roll it out in a sensible order, update every profile, template, document and sign, then announce it. Most rebrands that disappoint fail on the first half, by discarding familiar cues, or on the second, by leaving the old look scattered across forgotten corners.
Step one: audit what people already recognise
Your current brand has equity, even if you're tired of it. Customers may know you by a colour, a shape, a sound, a phrase or the way your posts look. These are your distinctive brand assets, and replacing them resets recognition to zero. Collect everything and judge each asset honestly.
- 1
Gather every touchpoint
Screenshots of profiles, posts, website pages, emails, invoices, packaging, signs and slides. Put them on one wall or board.
- 2
Ask people what they remember
Ask ten customers to describe your brand without looking. Note which colours, shapes and words come up without prompting.
- 3
Score each asset
For each element, ask: do people link it to us, and is it unique to us? Strong and unique assets are worth keeping.
- 4
Decide keep, evolve or replace
Keep what is strong and unique, evolve what is recognised but dated, and replace only what is weak or shared with competitors.
| Asset | Recognised? | Unique to you? | Decision |
|---|---|---|---|
| Name | Yes | Yes | Keep |
| Orange accent colour | Yes | Yes | Keep, refine the exact shade |
| Logo symbol | Somewhat | No, similar to a competitor | Replace |
| Headline font | No | No, a common default | Replace |
| Photo style | Yes | Somewhat | Evolve |
| Background | No, changes every post | No | Add a signature background |
Step two: decide the scope
| Scope | What changes | When it fits |
|---|---|---|
| Refresh | Type, colour shades, layouts, background; logo tidied | The brand works but looks dated or inconsistent |
| Rebrand | Logo, palette, type, voice and templates | The brand no longer fits what you do or who you serve |
| Rename | Everything, including the name | Legal problems, a merger, or a name that actively misleads |
Usually keep
- The name, unless it is actively harmful
- Your most recognised colour, even if you refine it
- A recognised shape or symbol, simplified if needed
- Phrases customers repeat back to you
Usually change
- Generic fonts shared with competitors
- Backgrounds that change every post
- Layouts that break on vertical and wide formats
- Anything customers never mention
Step three: finish the kit before launch
Launch day goes wrong when people are still making the new files while the old ones are live. Finish everything that others will reach for before anything public changes: logo files in every format, colour codes, fonts, the signature background at each size, templates for your recurring posts and a one-page guide. See what goes in a brand kit and how to make a brand style guide.
Step four: roll out in the right order
- 1
Internal first
Share the kit and guide with your team. Replace templates in shared drives and design tools so new work starts on-brand.
- 2
Website and app
Logo, favicon, colours, fonts, link preview images and email sign-up forms.
- 3
Social profiles on one day
Profile pictures, banners, bios and pinned posts, all within the same day so you never look like two brands.
- 4
Email and documents
Email headers and signatures, invoices, proposals, slide templates and automated emails.
- 5
Physical items
Signage, packaging, printed menus, cards and uniforms, which take longest and cost most, so start ordering early.
- 6
Announce
Once people can see the new look everywhere they are likely to check, tell them about it.
The rebrand touchpoint checklist
| Area | Touchpoints to update |
|---|---|
| Website | Logo, favicon, colours, fonts, link preview images, footer, 404 page |
| Social | Profile pictures, banners and headers, bios, highlight covers, pinned posts, link pages |
| Newsletter header, signatures, automated and transactional emails | |
| Listings | Maps and business profiles, marketplaces, directories, app stores |
| Documents | Invoices, quotes, proposals, slide templates, contracts, letterheads |
| Physical | Signage, packaging, menus, business cards, uniforms, vehicles |
| Tools | Design templates, brand kit, AI assistant instructions, email tool themes |
LinkedIn company cover
2256 × 382
X header
1500 × 500
Facebook cover
1640 × 624
Link preview
1200 × 630
Email header
1200 × 600
Step five: announce the rebrand
Keep the announcement short and concrete: what changed, why it changed, and what stays the same. Customers mostly want reassurance that the thing they like is still there. Show the new look rather than describing it, and put the old and new side by side if the change is large. Announcement post design has layouts that work.
The announcement post: what changed, and what didn't.
The same message as an email header for the newsletter.
After launch: clean up
- Move old logos, templates and colour files into an archive folder so nobody reuses them
- Search your drives and website for the old logo file names
- Check automated emails and receipts, which often keep the old look for months
- Review your feed after a month: every new post should use the new templates
- Update the guide with any questions that came up during the switch
The weeks after a rebrand are when brand consistency matters most, because people are learning the new cues. Use them the same way every time.
Spørgsmål, folk stiller
What should be on a rebrand checklist?
An audit of recognised assets, a scope decision, a finished brand kit, a rollout order, a full touchpoint list covering web, social, email, listings, documents and physical items, and an announcement plan.
What is the difference between a refresh and a rebrand?
A refresh modernises type, colour shades and layouts while keeping the core identity. A rebrand changes the logo, palette, type and voice, and sometimes the name.
What should you keep when rebranding?
Keep anything customers already recognise and link only to you, such as your name, a signature colour or a familiar shape, even if you refine it.
How long does a rebrand rollout take?
Digital channels can switch in a day once the kit is ready. Physical items such as signage and packaging take longer, so order them early and plan the switch in stages.
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