Define your reasons for the rebrand
Before touching logos, websites or colour palettes, it’s always a good idea to start by asking yourself: why are we rebranding? A successful rebrand starts with a solid, specific reason. So for example, are you repositioning your offer? Trying to appeal to a different type of customer? Looking to distance yourself from a legacy image? Perhaps you feel like your current brand no longer reflects the quality or professionalism of your service.
Unless you’ve got a clear answer to the “why”, you might find that every decision that follows might lack focus. Be honest about what isn’t working and what you want to achieve. It could be internal – like wanting to unify your brand across multiple divisions – or external, such as appealing to a new audience. Whatever your motivation, it can really help to document it, as it can help guide every creative and strategic choice that comes next. A written brand brief or strategy statement can help keep everyone aligned throughout the process.
Assess what changes you need to achieve this
Once you’ve nailed your reasons, the next step is to establish what actually needs to change. Not every rebrand means starting from scratch. Sometimes, it’s a case of evolving what’s already there. Other times, it may mean leaving everything on the table and reconsidering your name, your tone, and even your product hierarchy.
If your brand recognition is strong but your look feels dated, a visual refresh might be enough. If your messaging is misaligned with your values or market, you may decide you need a deeper repositioning. Review your current assets, including your logos, typefaces, uniforms, vans, packaging, digital presence. Then, ask: which elements support the new direction and which undermine it? Next, you’ll need to consider practical restraints, like timelines, stock levels, supplier changes, and what it will take to implement those updates across every customer touchpoint.
Consult your team for feedback
Your team sees the brand in action every day. They wear it, talk about it, sell it. So, you’ll want to make sure not to ignore their perspective. Early consultation can improve the outcome by building buy-in from the people who’ll be representing your refreshed identity.
It’s a good idea to invite feedback through surveys, open discussions or informal conversations. Ask what they think customers associate with your brand now, and what changes would better reflect the business they know from the inside. Use that feedback to test your assumptions and make sure your strategy has real-world relevance. Staff who understand the thinking behind a rebrand are far more likely to represent it accurately and confidently on the ground.
Stay consistent (and don't lose sight of your established brand identity)
Consistency is what turns a rebrand into a recognisable brand. If your new look or message is rolled out unevenly, or contradicts your values, it will create confusion. That includes everything from signage and stationery to social media bios and email footers.
Your audience already connects with certain elements of your brand. Visual cues, slogans, and service promises carry weight – carry them forward in ways that strengthen what’s already working. It’s always a good plan to use your new brand to create a sharper, more coherent version of what people already trust. Crucially, build from the centre outward, rather than completely from scratch. That consistency builds confidence in your professionalism and reinforces what your business stands for in every context it appears.
Assess your impact and don't be afraid to adapt
A rebrand triggers a new phase of growth, perception and feedback. Once it’s out in the world, you’ll begin to see what works, what sticks, and where people might still be confused. That’s when you need to be willing to listen and adjust.
There are a couple of ways you can go about doing this, For example, gather feedback from customers, suppliers and your team. Track engagement across key platforms, and monitor whether people are using the right logo, adopting the new language, and responding to the updated look. If something’s not quite landing, try and avoid the temptation to keep out of pride – tweak it. Brand-building is an ongoing process. Adaptation shows you’re responsive, tuned in and committed to getting stronger. It also helps future-proof your brand by showing that you're capable of learning from real-world application rather than staying locked into static ideas.
That’s all the essentials covered! And of course, if you’re ever looking for any new customised workwear to mark your rebrand, that’s exactly where we can help here at City Workwear. At City Workwear, we have a huge range of garments to choose from – ranging from T-shirts and polo shirts and more. And as we’ve touched upon, all of our customisations are done in-house using our experienced team of designers and print machinists, so you can liaise directly with us to get exactly what you’re looking for. We also provide a FREE workwear printing and embroidery service and FREE delivery for orders over £150!
Feel free to take a look around our website to see what you can find, or alternatively give our team a call on 0330 004 0440, and we’ll be happy to help however we can!
