What’s the ROI of a rebrand?

How fast is your coffee?

How tall are your tennis skills?

How heavy is your instagram account?

Rebrands are not about making more money - measuring the financial return is the wrong measure, at least in the beginning.

If you’re hoping a rebrand on it’s own will help you increase sales, there are other things you should be doing first.

Rebrands are about communicating a change.

The “return” on your rebrand won’t come in direct sales. It comes in that boring long-game stuff like trust and loyalty.

If you need more sales, running ads will do a better job than a rebrand will.

This is not what you’ll be led to believe online.

Look up any successful rebranding case study, and it’ll say something like after the rebrand, sales increased by (some huge percentage).

Sure, after the rebrand sales probably did increase but it wasn’t because there were new logos everywhere. The work that went into the lead-up to that rebrand made the launch successful. The visual rebrand is like unveiling the new model at the motor show - by the time the sheet comes off, the work has already been done.

If you’re asking how much money your rebrand will make you, you’re probably doing it for the wrong reasons.