No Internal Alignment
Before you go public with a new brand identity, your team needs to be fluent in it. If your marketing team is saying one thing and your sales team another, your audience will feel the disconnect. Internal confusion = external confusion.
Weak Storytelling
Customers don’t care that you “felt it was time for a refresh.” They want to know the why behind your rebrand. What changed? What stayed the same? Why does this matter to them? If you don’t tell a compelling story, they’ll write one for you (and it might not be flattering).
Inconsistent Application
Rolling out your new brand in pieces—updating your Instagram but forgetting your email templates or packaging—makes the whole thing feel unfinished. It waters down the impact and signals that the brand isn’t buttoned up.
Start with Your People
Your internal team should be the first to experience the rebrand. Equip them with:
Create a Launch Moment, Not a Slow Trickle
Treat your rebrand like a campaign. Build excitement. Tease the shift. Then roll it out everywhere—your website, your socials, your email templates, your packaging—on the same day if possible. Consistency builds trust.
Bring Customers Into the Story
Instead of just showing them the new look, invite them into the rebrand journey. Share behind-the-scenes moments, explain the thinking behind the design, or introduce the new brand through a launch event or campaign. Make them feel like part of the evolution. If you roll out the rebrand internally, first, consider recording that event and sharing on your social media to make your most loyal customers feel like they were part of the big moment.
Email Marketing
Your most loyal customers are here—treat them like insiders.
Social Media
This is where your brand voice lives in real time.
Website
Your homepage is your front door—don’t leave it half-painted.
This is your space for thought leadership and professional transparency.
Packaging & Product
If you have physical goods, your rebrand needs to show up there too.
In May 2025, KIND Snacks debuted a major brand evolution centered on sustainability: fully recyclable paper wrappers for its best-selling bars. But this wasn’t just a packaging update—it was a strategic rollout across all consumer touchpoints. The brand announced the shift through a detailed press release and dedicated landing page on its website, offering transparency around the environmental impact and performance of the new wrappers. They partnered with Whole Foods Market for a pilot program, ensuring retail visibility in a like-minded, eco-conscious space. On social media, KIND shared behind-the-scenes content and educational visuals about the innovation, inviting customers into the journey rather than simply announcing it. This multi-channel approach strengthened KIND’s identity as a purpose-driven brand and showed that sustainability wasn’t just a message—it was a lived value. The result was a rebrand that not only modernized the product but deepened customer trust and reinforced KIND’s leadership in the better-for-you snack space.
Liquid Death has built a cult following by pairing sustainability with an outrageous sense of humor—and their brand evolution has only amplified both. Rather than opting for a traditional, single-moment rebrand, they approached brand growth as an ongoing narrative, rolled out through content and community. They used TikTok and Instagram to share over-the-top video content, parodies, and fan-driven memes that reinforced their tone and allowed for gradual shifts in design and messaging. Their e-commerce experience mirrored this with product pages and merch drops that carried the same chaotic voice, while retail displays maintained consistent visual language and irreverent copywriting. They collaborated with musicians, tattoo artists, and creators to extend their brand into cultural spaces beyond beverages. This cross-platform cohesion made every tweak to their brand—from packaging to partnerships—feel intentional and on-brand, driving loyalty and deepening Liquid Death’s identity as a cultural movement, not just a water company.
Burger King’s 2021 rebrand was a masterclass in system-wide brand implementation. Designed by Jones Knowles Ritchie, the rebrand drew from the fast food giant’s 1970s roots, reintroducing a warm, retro-modern aesthetic while aligning with contemporary values like ingredient transparency and sustainability. But what truly set the rollout apart was its scale and precision. Burger King implemented the rebrand across every consumer-facing channel at once—replacing logos, redesigning food packaging, updating uniforms, refreshing store signage, and revamping the app and website. Even their in-store experience was modernized to reflect the brand’s repositioning. Advertising campaigns reinforced the shift with messaging focused on real ingredients and real flavor, while digital platforms reflected a friendlier, more human tone. This full-funnel rollout helped Burger King reestablish cultural relevance, connecting the nostalgia of longtime fans with the expectations of modern consumers. By treating the rebrand as a unified brand experience, not just a visual refresh, they ensured their new identity resonated both emotionally and operationally.
The real work begins after launch day. You’ll need to:
Remember: brand recognition isn’t built overnight. It’s built through consistency, clarity, and connection.
This is our jam. From internal alignment to launch strategy to “what do we even post now?” content, Good & Gold helps brands roll out rebrands that actually resonate.
Let’s talk.
