Is rebranding good for business

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Branding is a big topic, not only in e-commerce. After all, it requires investments of various kinds to build and establish a brand; and these concern not only financial investments in marketing and advertising, but also personal investments in order to build the brand with high commitment. But there can also be situations in which retailers want or even have to think about rebranding. After all, there can be good reasons for a rebranding.

What does rebranding mean? A definition

The name is basically self-explanatory: It's about renewing the existing brand or even completely reorganizing it. Often this happens in the form of a new logo or a new corporate identity, i.e. a new "brand identity". But there are also cases in which the brand name is changed and a completely new brand is created. So rebranding has many facets. But what speaks for it and what against it? What are the opportunities and what are the risks?

Growing beyond the brand: New corporate identity

This case should be familiar to: one or the other retailer: in who founded a company relatively young: A name for the brand or shop that was found suitable or funny at a young age loses its "magic" . And over time, it seems inappropriate. After all, you get older and trade and e-commerce, with its tough competition, great competition and the sacrifices you might make, go hand in hand with a certain life experience, so that you also become more serious. In this case, a rebranding could be an issue if the self-identification with the brand no longer exists to the extent that it was originally the case. After all, how can you convince others of the brand if you get a stomachache yourself when the brand is mentioned? First and foremost, you have to identify yourself with the brand.

A perhaps somewhat abstract example of this is the renaming of the airline Germanwings in Eurowingsto put the European identity in the foreground. Of course, an airline is (literally) a very different number than an online shop; but the reason for wanting to adapt the corporate identity over time can be identical: the self-image changes, which also affects the brand.

Repositioning in the market

Another reason for rebranding can be repositioning. While you may have addressed the younger target group at a young age and built the brand accordingly, at some point you might want to tap into broader target groups. It could also be the case that the product range is re-sorted or refined; for example, from now on, more or only sustainable products are to be offered. Or higher quality products. To take all of this into account, a rebranding could also be useful in order to open up new target groups. A good example of this are the large discounters, whose range now appeals to every income group.

Internationalization: Understandable name for everyone

A rebranding in the course of internationalization has similar reasons as in the case of a repositioning: The development of new, in this case foreign target groups. It might make sense to rebrand the existing brand in such a way that it can be easily memorized and memorized in another language. A universal, short and memorable name can be more promising.

Cooperation / merger: 2 brands become 1

Competition can be tough at times. For smaller brands in particular, it could be an option to join forces in order to stand up to a large competitor or the competition in general and to secure larger market shares. An example of this is the email marketing provider Newsletter2go, which in 2019 with its French counterpart Sendin blue joined forces and has operated under this brand ever since, in order to represent a European counterweight to the great competition from the USA and China.

Involuntary rebranding for trademark reasons

Of course, it can also be that you don't want to rebrand, but have to for trademark reasons. Because many names are legally protected without you perhaps knowing it. Or how many people know that "Ballermann" is just as protected as "Black Friday"? And violations can be very costly. Therefore, a rebranding is more an option than carrying out expensive processes that not only cost a lot of money, but also cost time and nerves. An example of a more involuntary rebranding is Ooia, what as Ooshi was founded and was called until 2020, before the founders opposed the name due to an objection by a company Ooshi have decided to put the name in Ooia to change.

What are the possible risks and disadvantages?

As mentioned earlier, branding is not easy. You invest a lot, in every respect and at all levels. With a rebranding, you may start all over again: Building and re-establishing the brand requires investments in money, time and work again. For example, under certain circumstances the SEO ranking may be lost, so that you start again from scratch. And of course there is the risk that this will not succeed again.

What are the pros and cons for small and established brands?

Small brands

Per: A rebranding is more "silent", so that you can grow with the rebranded brand.

Contra: From a financial point of view, this may be more difficult to cope with, especially if the expenses for building the existing brand have already devoured relatively high sums and were therefore a financial feat.

Established brands

Per: Established brands have a certain customer base (which is why they are established). A rebranding seldom changes the loyalty of customers, as long as nothing changes to the products; at least not for the worse. But it could be different with takeovers: If the brand is taken over by a company that does not have a good reputation.

Contra: Loss of a well-known, established name or logo; also possible loss of SEO ranking. Perhaps there are still press articles talking about the old brand and getting used to new names can take time. In addition, there may be higher ad costs for Facebook Ads or Instagram Ads, as data is lost and has to be rescued; Well-established accounts then have to work their way up again.


At first glance, rebranding may seem rather daunting. And there are also good reasons not to take this risk. However, rebranding can also be associated with opportunities that, if properly thought out and implemented, can even bring more advantages: for example, the development of new target groups and (foreign) markets or the perception as a sustainable or high-quality brand due to the repositioning. Whether rebranding is positive or negative cannot be said across the board because it depends on the individual case and on various factors. In any case, the decision for (or against) should be well thought out.

Do you have any questions? We are happy to help you!

If you have any questions or if there are any questions, please contact us at any time. We at Tante-E are one of the leading Shopify expert agencies in Germany with offices in Berlin and Cologne. We operate our own online shops on Shopify and have also implemented numerous projects, so that we have a high level of expertise in the area of ​​e-commerce in general and with the Shopify platform in particular. So if you have any questions, we are always there for you. Just contact us, we look forward to hearing from you.