Rebranding, when done correctly, can be a great way to regroup and focus on what's important about your business. You really need to stop looking at it as just

Rebranding, when done correctly, can be a great way to regroup and focus on what's important about your business. You really need to stop looking at it as just a new design, and look at what philosophy it exudes. This constant visual reminder of what the company's mission is resonates downward much better than a mission statement, and how clients/customers interact with you. This is of course if your rebrand was a success, and that's a very very difficult task dependent on all sorts of internal factors, that even the largest companies get wrong (see Gap, Uber, Pepsi). Don't listen to me though: https://design.google.com/articles/evolving-the-google-identity/ https://design.google.com/articles/evolving-the-google-ident... https://www.youtube.com/watch?v=pnv5iKB2hl4 https://www.youtube.com/watch?v=pnv5iKB2hl4