How Do You Successfully Rebrand?

Posted by Melissa Kovach on Apr 18, 2019 8:01:00 AM
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When it comes to rebranding, we focus on telling your brand story and building positive associations with a beautiful logo, powerful communication materials, and unique promotional products.

Here are the key factors that make up a successful rebrand:

  • Identify your ideal customer (no, you can’t say everyone!).
  • Select a personality that’s right for your brand.
  • Work with a team of strategists, designers, and copywriters to make everything come alive.

The four main signs your business is in need of some brand TLC include:

  1. It’s tough to tell your company apart from the competition.
  2. Your visual identity is outdated.
  3. You’re competing with new companies, or your industry is changing.
  4. Your company has changed, but your branding hasn’t caught up.

Related: Is a Brand Refresh Really Worth It?

Here are some examples of what successful rebrands look like. Most commonly, these projects not only involve typical branding tactics but also revamping a brand’s marketing communications and extending its identity into products like custom apparel and company merchandise.

When the process holistically brings in all of these facets, it’s the most impactful and makes the investment — in time, money, and energy — go much further while returning dividends to your bottom line.

3 recent rebrand projects by Anthem Branding


Rebrand project for Thistle by Anthem Branding

Scope of work:

  • Brand strategy
  • Visual identity

Thistle is a local non-profit dedicated to the planning, development, and management of affordable housing. They ensure that working families, disabled and elderly residents in Boulder County are able to live and work where they want.

We had the exciting opportunity to refresh their brand, providing Thistle with an identity that is a strong reflection of their company values.

The updated logo incorporates an abstracted thistle icon, focusing on community, openness, and growth. We selected a sophisticated color palette and clean visual aesthetic, giving the Thistle brand a high level of professionalism.

“Anthem invested the time to understand our business, our environment, and our goals. They guided a recasting of Thistle that fit with who and where we are today; they gave us the language to frame our growth for the future in a difficult market,” says Thistle’s CEO Mary Duvall.

Boulder County Farmers Market

Brand Refresh for BCFM by Anthem Branding

Scope of work:

  • Brand strategy
  • Visual identity
  • Apparel

Boulder County Farmers Market is a nonprofit organization operating producer-only farmers markets in Boulder County, Colorado, since 1987. Their mission is to support, promote and expand local agriculture, making fresh products accessible to our community and strengthening relationships between local food producers and food consumers.

As a local favorite within the community, we were excited to work with BCFM to complete a visual refresh, while developing a new identity, collateral system, and apparel collection for their evolving and growing brand. We created a look that has fluidity within the multiple locations yet retains the consistent reputation of the overarching organization.

Custom apparel for BCFM brand refresh by Anthem Branding

“Our new apparel designs not only raised the excitement of our brand throughout the community but increased our merchandise sales by 60 percent over the previous year,” says Katie Lazor, BCFM’s marketing manager.

Camber Outdoors

Scope of work:

  • Brand strategy
  • Visual identity

Camber Outdoors promotes leadership opportunities for women in the active outdoor industry, through professional development programs, corporate insight, and community leadership.

Formerly known as the Outdoor Industries Women’s Coalition (OIWC), we crafted the compelling new name, Camber Outdoors, which served as the foundation of their new brand.

The logo is comprised of the CO monogram and an infinity symbol, which naturally form a clean path within an engaging visual icon. This is combined with bold, modern typography and the bright orange brand color which highlight the company’s positivity and energy in the industry.

Camber Outdoors Rebrand by Anthem Branding

In addition to the rebrand, we also provided Camber Outdoors with design concepts for their stationery system, social media imagery, and apparel.

Anthem’s brand refresh capabilities

Curious as to what we can help you out with when it comes to rebranding? Here’s an overview:


  • Brand development
  • Visual identity
  • Naming and messaging
  • Graphic systems


  • Packaging
  • Websites
  • Social
  • Collateral


  • Apparel
  • Merchandise
  • Promotional items
  • Gift incentives

Talk to a branding expert today to get started!

Topics: Apparel, Brand Strategy, Marketing, Company Merchandise, Logo, Brand Identity, Brand Recognition, Insights, Branded Merchandise