The Harsh Reality of Rebranding

Thinking about a brand refresh? Stop. Right. There. If you’re hoping a new logo or color scheme will magically turn your business around, let’s talk about why that’s a terrible idea. Rebranding is often an expensive distraction from real problems—like weak positioning, ineffective messaging, or a broken sales process. The ugly truth? Most rebrands are vanity projects, not growth strategies.

The $100M Logo Syndrome (Why Rebrands Fail)

History is full of companies that threw millions at rebrands that flopped spectacularly. Let’s take a look at some of the biggest offenders:

• PwC Consulting → Monday ($100M wasted): A confusing, uninspired name that IBM quickly scrapped after acquiring the company.
• Royal Mail → Consignia ($3M wasted): Nobody understood the change, and the brand had to revert in just 16 months.
• Standard Life Aberdeen → Abrdn (??? Wasted): Dropped vowels, dropped credibility. The public and investors mocked it relentlessly.

These companies thought a new name or design would solve their problems. Spoiler alert: it didn’t. If you’ve got fundamental business issues, no amount of rebranding can save you.

Why Companies Default to Rebranding (And Why It’s a Red Flag)

So why do so many businesses fall into the rebrand trap? Because it’s easier than doing the real work:

• It’s a leadership ego trip. New execs love making their mark—even if it’s unnecessary.
• It distracts from deeper issues. If sales are lagging or marketing isn’t working, a new logo won’t fix it.
• It’s an expensive band-aid. Many companies confuse brand identity with brand positioning. A rebrand won’t make your business more relevant—your strategy will.

What You Should Do Instead of Rebranding

Rather than throwing thousands (or millions) at a meaningless aesthetic refresh, focus on what actually drives business growth:

• Fix Your Messaging: Is your brand clearly communicating its value? If not, no amount of new fonts will help.
• Improve Your Customer Experience: If customers are leaving, a new look won’t bring them back—better service will.
• Invest in Marketing & Sales: If your pipeline is dry, a rebrand won’t fix it—better lead generation will.
• Talk to Real Customers: Are they actually asking for a change? If not, leave it alone.

When a Rebrand Actually Makes Sense

There are a few rare cases where a rebrand is actually the right move:

• Your business model has completely changed (think Facebook → Meta).
• You’re dealing with a PR disaster (like Blackwater → Academi).
• Your name is offensive, legally problematic, or misleading.
• Your brand is genuinely confusing customers.

But if none of these apply, your brand probably doesn’t need a glow-up—it needs a strategy.

Skip the Vanity, Focus on Growth

Rebranding isn’t a magic bullet. Most of the time, it’s a costly distraction that won’t fix the real problems holding your business back. Instead of obsessing over your aesthetics, invest in what actually drives revenue: smart positioning, strategic messaging, and effective marketing.

Want to focus on real growth instead of wasted spending? Let’s talk. Pisces helps businesses build brands that convert—not just look pretty.