• by Dory Ellis Garfinkle , Yesterday

Rebrands have made major headlines recently, but not necessarily for intended reasons. A vital element of efforts to stay ahead of the curve, rebrands can help transform a legacy business for its new generations of customers.

But the recent sagas of Cracker Barrel and Jaguar Land Rover, among others, have highlighted the pitfalls of rebrands misfiring. To what degree these backlashes are manufactured or genuine can be debated, but these recent cases have highlighted an essential truth: just how connected brand identity can be to consumers, and  how strongly they can feel about any change, and how rebranding is inseparable from wider influences and trends today.

A rebrand is more than a logo swap or tagline refresh—it’s an act of translation. But now that translation is taking place in a more feverish climate, where wider cultural inferences can make or break the business. When the stakes are high, crafting a narrative that honors a brand’s history while signaling its future is essential—not just for customers, but for employees, partners and investors.

For legacy brands, retaining and gaining wildly divergent audience segments can be a tall order. How do you authentically get that brand balance right?

While innovation will likely be part of the process, the company business must consider what change means for the brand. It will have to add time and care to the process, ensuring a proper look at culture for signals on how to frame its direction.

All this can leave businesses feeling as if they're rebranding into the unknown.  The changes we’re seeing in the world each day create an environment where the best-laid plans, strong insights, and social signals can still go awry when a rebrand goes to market.

Amid this uncertainty, what is true and sure? It may feel daunting, but with a cool head, simplified attitude and a strategy of keeping the brand grounded in customer truths, brands can update with confidence.

It starts with bringing clarity to every stage of the rebranding process: a simplicity imperative, if you like. Humans essentially look for safety, and things like trust, simplicity, authenticity and consistency provide this.  Brands that achieve this for their audience will convey empathy, and the demand for that empathy is only intensifying in this chaotic world.

So, the first question is: Who do we need to take on this journey with us? We know that employees are central here. Successful transformation is far more likely when they feel part of the process from the very beginning. External reactions will impact employees; their employer brand is personal—even emotional—for them.

Embarking on a rebrand into the unknown is best served by elevating storytelling. This mechanism creates the best connections with both internal and external audiences. And it is most effective with a simplified approach to brand architecture, identity and purpose. As stronger audience connections are made, business growth is more likely.

Simplicity doesn’t mean dumbing down, it means identifying the core truths, the essential promise at the heart of the brand. That can be the north star for the translation of that brand for a secure and enduring future.