Rebranding - When and How to Do It
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Speaker : JANA STRAITON
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When : Thursday, May 15, 2025
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Time : 01 : 00 PM EST
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With over 20 years in the industry, Jana Straiton has worked across multiple industries delivering branding with impact.
Jana spent the first half of her career marketing Consumer Packaged Goods; anything from tofu to laundry detergents. In this world, she witnessed the power of branding - how everyone in the business, not just marketing, loved and lived the brand.
About 10 years ago, Jana moved to Tech. Jana has worked with tech giants from the West Coast, like PayPal, Adobe, and London based start-ups. Here, Jana quickly realised the little focus there is on branding in Tech. Recognising the branding gap in tech, Jana started Renegade - an agency dedicated to building remarkable tech brands.
A rebrand isn’t just a fresh coat of paint—it’s a strategic move that can redefine your business’s future. But how do you know if it’s time? And what does a successful rebrand actually involve?
In this session, we’ll begin by stripping branding back to its fundamentals, ensuring you have a solid grasp of what branding really is and why it matters. From there, we’ll guide you through the key steps in evaluating whether your business needs a rebrand.
1. Step 1: Understanding Branding - First Principles
Before you can decide if a rebrand is necessary, you need a clear understanding of branding itself. A strong brand isn’t just a logo or a color scheme—it’s the story you tell, the emotions you evoke, and the way customers experience your business. We’ll explore:
- How does branding build trust and loyalty?
- The difference between brand identity, positioning, and personality
- The role of branding in long-term business growth
2. Step 2: Researching Your Market and Audience
Next, we’ll examine the crucial role of market research in shaping a brand that truly connects. Using real-world examples, we’ll show you how to:
- Analyze industry trends and competitors
- Build detailed customer personas that go beyond demographics
- Identify gaps and opportunities in your market
3. Step 3: Defining Your Brand’s Core
Following this, we’ll guide you through defining the essence of your brand—your Brand Heart. This includes:
- Purpose – Why do we exist?
- Mission – What are we here to do?
- Vision – What future do we want to help create?
- Getting these elements right is the foundation of a successful brand strategy.
4. Step 4: Crafting Your Brand Positioning and Personality
Once we’ve established the core, we’ll move on to brand positioning—how your brand sits in the market and what sets you apart. We’ll also cover brand personality, exploring:
- How your brand should speak (tone of voice)
- How your brand should behave (values and messaging)
- How to distill this into a powerful tagline
5. Step 5: Is It Time to Rebrand? Key Questions to Ask
Finally, we’ll tackle the big question: Does your business actually need a rebrand? We’ll walk you through three critical areas to consider:
- Are You Taking Your Business in a New Direction?
○ If you’re shifting focus, launching new products, or entering new markets, your current brand may no longer be a good
fit. - Is Your Business Scaling?
○ If you’re growing fast—whether through funding, expansion, or a shift in business goals—a rebrand ensures your brand keeps pace with your ambitions. - Is Your Business Losing Relevance?
○ Market trends and consumer expectations evolve. If your brand feels outdated or isn’t connecting, it may be time for a refresh.
Throughout the session, we’ll share case studies and real-world examples of rebrands done right and wrong, so you can learn from those who have been there before.
Areas Covered
- Branding Fundamentals: Understanding what branding truly is and why it’s essential for business growth.
- Market Research and Audience Insights: Analyzing industry trends, competitors, and customer personas to build a brand that resonates.
- Defining Your Brand’s Core: Establishing your brand’s purpose, mission, and vision to create a strong foundation.
- Brand Positioning and Personality: Crafting a distinct market position, defining tone of voice, and developing a compelling brand identity.
- Evaluating the Need for a Rebrand: Identifying key moments when a rebrand is necessary—shifting business direction, scaling up, or staying relevant in a changing market.
Who Should Attend
- Marketing professionals – Marketing Manager, Head of Marketing, Marketing Executive
- Start-up Founders
- Start-up CMOs
- Small to medium business owners with online presence primarily (apps, online commerce)
Why Should You Attend
Rebranding isn’t just a design update—it’s a high-stakes move that can make or break your business. Get it right, and you unlock new opportunities, attract the right customers, and position your brand for long-term success. Get it wrong, and you risk confusing your audience, losing brand equity, and wasting valuable time and resources.
So, how do you know when to take the leap?
Rebranding can raise some important questions:
- What if we alienate our existing customers?
- How do we ensure the new brand feels authentic and not just a trend-chasing refresh?
- What if we invest time and money into a rebrand that doesn’t work?
This webinar will give you clear strategies, real-world case studies, and expert insights to help you make informed rebranding decisions with confidence. You’ll learn when a rebrand is necessary, how to execute it effectively, and the common pitfalls to avoid.
Topic Background
Branding is the heart of how your business is perceived. It shapes customer trust, drives engagement, and ultimately determines your market position. However, as industries evolve and businesses expand, even the strongest brands can begin to feel outdated or misaligned.
Whether you’re repositioning, growing, or simply refreshing your image, understanding the why, when, and how of rebranding is critical.
Join this webinar to gain strategic insights into rebranding with purpose—so your business doesn’t just change, it thrives.
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$160.00
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