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How to rebrand your PowerPoint template: a step-by-step guide

• Branding and design , How to guides

For finance and professional services firms in particular, PowerPoint templates are the backbone of a powerful brand, as they form the basis of a significant proportion of internal and external documents.

When doing a rebrand, or a brand refresh, you should aim to update your PowerPoint templates first , far in advance of your website, social media and brochures. Here’s why:

• Employees are the first ambassadors of your brand, so a successful rebrand begins with them; it’s an excellent opportunity to get them involved and get their buy-in, prior to launch.
• It’s an excellent way to test your new visual identity before it goes public; if some elements or colors need to be adjusted, it’s not too late!
• PowerPoint presentations are editable and reusable, contrary to brochures. A common mistake is to forget to include PowerPoint templates when dealing with branding agencies.

In this blog, we’ll be guiding you through all the steps you need to go through to build your new PowerPoint template.

Discover best practice advice for rebranding your PowerPoint template. Start by gathering all your new brand elements (color palette, font, logo etc.)

Update and optimize your Slide Master in PowerPoint, integrating the new brand elements into the template.

Build slide templates that teams can adjust with text, pictures or icons. Keep them directly in your presentation template.

Gather all your new brand elements

Before working on the template file itself, you should collect all the elements you’ll need to update your PowerPoint template , starting with your colors and fonts.

Color palette

The first step is to list all the colors from your graphic charter and implement them into your PowerPoint style.

PowerPoint’s color palette can contain up to 10 colors, but keep in mind that the first one has to be white and the second one is dedicated to your font color.

Make sure you pick the right eight main colors as well as the font colour for your PowerPoint template.

Once you have agreed on the colors, write down their hex color code (the 6-symbol code starting with a hashtag) as you will have to manually add this to your future PowerPoint template’s palette.

Generally, it looks like this on your graphic charter:

For instance here, you would need to get the code “#FF4648” to reproduce the UpSlide carmine.

Brand elements

Still with the help of the graphic charter, let’s prepare the other elements that you will need to build your PowerPoint template. Create a folder containing all these elements:

• Font : if it’s not a native Office font, ask your IT team to install it as the default official font on all your company’s laptops.
• Logo : we recommend you get your main logo in PNG format as well as a reduced form that will be more discreet on your slide. Also get a white version if you can.
• Shapes : shapes are a great way to enhance the branding of your PowerPoint template. It could be a simplified part of your logo or a symbol of your brand (like Louis Vuitton’s monograms). At UpSlide we use our iconic bolt as a bullet point.
• Pictures : corporate pictures are a must-have to make a presentation or website more lively, and more human. You’ll especially need them to talk about your teams or potentially customize your front cover.
• Icons : icons come in handy to illustrate ideas and are a powerful vector of your visual identity. You can find some already integrated in Office, which can be filled with the color of your choice. But for a more professional feel, we highly recommend you get your own designed.

This is how your folder should look:

Congrats, you can start now working on your new template!

Watch this webinar to get advice from experts at DC Advisory on successfully reinventing a global brand

Enter the Slide Master

In this second step, things get a bit more technical as you need to have an idea of what the Slide Master is and how it affects PowerPoint templates.

The Slide Master

The Slide Master is like the default slide layout of your template; each slide you add to your presentation is a duplicate of the Master slide.

To access the Master View go to View tab > Slide Master :

If you try this with your current template or presentation, it should look something like this:

Select the first slide, this is your Master Slide (do not confuse with “Slide Master” tab).

Remember: everything you do in this Master Slide will be propagated to other slide layouts (except for a few, such as the covers).

You have two options to build a new template from the Slide Master:

• Revamp your existing PowerPoint template : just open it
• Start from scratch : open a new blank presentation – we recommend this option, especially if you didn’t build the previous template.

Before going further, make sure you have the right dimensions for your template. Go to  Design tab > Slide Size > Custom Slide Size… Our advice is to select A4, as it will allow you to print perfectly sized presentations as well as to adapt correctly to any screen size when presenting.

If you are starting from scratch, or you have identified problems with your previous template that you want to take this opportunity to fix, have a read of our article 5 steps to building a successful, user-friendly PowerPoint template before you start.

New fonts and colors

Let’s integrate the graphic elements you prepared earlier into the new PowerPoint template:

Start with the simple part: click on the Fonts button and select Customize Fonts… at the end of the drop-down menu. A window will open, asking you to select your official fonts – you can use the same for both heading and body.

You now have your official fonts integrated in your Master!

Let’s do the same with colors: click the Colors button and select Customize Colors… at the bottom of the drop-down menu. A window will open where you can select all your official colors. Just note that the two first ones are inverted in this view (start with your font color and then the white) and you will also need two additional colors for the hyperlinks.

For each color you’ll need to click on the drop-down menu, click on More Colors… and then enter the hex color code you saved earlier:

When you’re done, name and save this color palette.

You’re ready to unleash the power of the Master!

Now that you are ready, with fonts, colors and brand elements to hand, you will be able to get to work as a slide architect.

Activate the Slide Master mode, select the first slide and pick the text zones you want by default, by clicking on the Master Layout button.

Then start to adjust each text box one by one by right-clicking on them and selecting “ Format Shape…” in the drop-down menu.

Check that you have set up the following parameters for all text boxes:

• Horizontal and vertical position on the slide
• Text box alignment and margins

The main text placeholder requires some extra effort as you need to define text levels. By default you will only see the 5 first levels; you can go through each level by hitting Alt + Maj + Right arrow (or press the “Increase text level” button) and adjust the font, size, format and color of the text for each one.

Define all nine text levels, even if the last ones are the same, as users might try them all. Adding bulleted levels is also very useful to avoid native bulleted list formats.

At UpSlide we formatted the first 4 text levels for oral presentations and the next 5 for written documents.

Finally, let’s make your PowerPoint template perfect with a graphic touch:

• Add a separation between the title and the body text to increase readability – a line or a shape belonging to your graphic charter for instance. Be creative!
• Insert your logo on the right part of the Master Slide. This is not mandatory of course, especially if you have a strong brand identity (powerful colors, distinctive shapes, etc.). If in doubt, a good balance is to keep only the logotype, not the full logo.

Build a slide Library within PowerPoint

Once your Master Slide is ready, you can start declining it into other slide layouts and slide templates.

Slide layouts

Slide layouts are included in your Master and contain positioning, formatting and placeholder boxes for the content that will be added on a slide.

You can edit and re-apply your slide layouts or add new ones by hitting “ Insert Layout ” on the Slide Master tab; if you start from a blank presentation, you can delete the 4 last ones.

Here are the must-have slide layouts you should create for your teams:

• Covers, to make a good first and last impression: just tick “Hide Background Graphics” when designing them so you are not constrained by the Master Slide.
• A summary slide layout to describe the contents when needed: you can add placeholders for your table of contents with the “Insert Placeholder” button.
• Divider slide layouts to structure presentations parts. You can hide the Title and Footers placeholders by unticking them on the Slide Master tab.
• Two to four idea layouts, to help users build their slides: use the grid on the Master Slide to help you position the placeholders you insert (View > tick “Guides”) and add them with a right-click > Grid and Guides…
• Special background layouts to highlight parts of your presentation: just add a background shape covering the whole slide (or not).

Rename each slide layout (right click) to help users pick the right one!

You can now close the Master – the hardest part is done!

All the layouts you created are available when you click on “ New Slide ” on the Home tab.

Slide templates

Slide templates are not part of the Master , they are pre-built regular slides that users can adjust with text, pictures or icons.

You can keep them directly in your presentation template , so people can use or delete them; it could be an icons slide, specific design slides… it’s up to you! Or, if you’re an UpSlide user, you can save them in your Content Library (or as your internal administrator to do so) so that everyone can access these, across the business.

For this stage, we recommend getting the help of a graphic designer as you’ll need to keep in mind several factors such as aesthetics, ease of use, clarity, etc.

Again, here is a list of examples you can provide within your PowerPoint template:

• Oral vs. written slide templates , playing with the different text levels and font sizes
• Scheme slides to show processes and timelines etc., in a brand-compliant way
• Contact slides so users only have to enter their own information
• Corporate presentation slides to provide up-to-date info about your company
• Shape library slides so users can pick any branded icon, logo, picture, etc.

In case you need some actionable design advice to help you create awesome slides and avoid common mistakes, have a look at this article by one of our Office design experts: > 8 designer tips for PowerPoint

Finally, save your new template as a “ PowerPoint template ” (.potx file); when you open it, it will open a new presentation by default. The only way to change the template is to open a new presentation, edit the Master and save as a “PowerPoint template” again.

Once you have a solid library of slide layouts and templates, the next step is to build full slide decks for each of your main recurring documents.

Recycle your old PowerPoint presentations

The more we spend time on a PowerPoint presentation, the more we get attached to them, especially when it comes to our regular presentations.

But the more employees recycle and adapt their PowerPoint presentations, the more documents get further from the official template , and we can end up with very messy, inconsistent and off-brand presentations.

A good way to avoid this situation is to provide your coworkers with pre-built templates of their most-used deliverables.

Spring clean up

First, identify and list all the main recurring presentations made by your teams, such as:

• commercial pitches and proposals
• quarterly reports
• corporate presentations

Then, you need to reproduce (never copy and paste) each slide using the new slide layouts and templates , from covers to summary and section dividers.

Finally, you should “templatize” each PowerPoint presentation by emptying the placeholders and/or replacing the text with clear instructions – for instance, you can write “insert client data here” or “comment on the results here”.

To ensure that your PowerPoint templates will be used, recruit testers to try out the new templates to build their recurring presentations and ask for feedback. What could be improved? What is missing? Why would they rather use their old presentations instead of your templates?

Slide Converter

If you have UpSlide, you can convert slides from your old template to your new one. All you need is to open your old PowerPoint presentation and a slide-free copy of your new PowerPoint template (you can keep the covers and the section dividers).

Once you’re all set, just follow these steps:

• Select one or more slides on your old presentation
• Click on the UpSlide tab > Templates > Slide Converter (or right click)
• Then, go to your new presentation, the pane should look like this:
• Make some edits for each slide or group of slides with the same layout:
• Options: we recommend unticking “ Freeze colors ” so the colors belonging to the former palette adapt to the new one
• Layout Adjustments: pick another destination layout if you are not satisfied with the automatic suggestion. If there’s no matching layout, we advise selecting a “Title only” one

Close the Slide Converter once you’re happy with the outcome.

Please note that you may have to make some manual adjustments as some text parts, for example, footers, will be assigned to default placeholders. All you need to do is cut and paste them into the placeholders you want and reset your slide to refresh the font formats (right-click on a slide > Rest Slide ).

For an optimized conversion, we suggest grouping the shapes (icons, pictures, schemes etc.) on your source presentation.

> Learn more about Slide Converter

Share your new PowerPoint template

Accessibility.

This step is all about making your templates user-friendly for your teams to maximize the chances that they use them and start building new habits.

Before going further save a backup copy of all the work done as people can accidentally break or delete templates.

Now you should have two kinds of templates:

• The main one , including slide templates that can be adapted/filled/deleted.
• The sub-templates of the main recurring documents made by your coworkers (like pitches, reports, etc.)

The best way to make sure people will use the new template is to set it by default when they open PowerPoint .

To do so you just have to name your PowerPoint template (.potx file) “Blank” and save it under this path: C:Users%username%AppDataRoamingMicrosoftTemplates

But the only way to implement your template as default for the whole company using native PowerPoint, is to ask your IT department to run a script to deploy the finalized template on all computers. UpSlide users with administrative rights, however, have the ability to publish their templates as default to the entire company , and decide the order in which these should be displayed.

Other alternatives:

• Create an intranet page where you can download the sub-templates you need, simply by clicking on a button like this:
• Use a common folder on a shared drive where you can host your .POTX file and even build a library of sub-templates, slides and elements like pictures, icons, etc.

Establish some ground rules if you want people to keep the template library clean, and don’t be afraid to lock key files. We also recommend making someone accountable for the content stream and monitoring: what can enter/exit the library, what should be updated, and which channel to receive feedback on.

Communicate

This is it! Your PowerPoint templates are ready-to-use and easily accessible: time to let everyone know the good news.

Start to onboard your colleagues , not only the project teams. For instance, when you map all recurring content, you should talk directly with department/team managers who should also consult their teams to make the recurring document list as relevant as possible.

Then, you can keep them informed at each step of the project: for example, by sending a series of three emails to:

• Announce that templates that will be revamped and show mockups to tease them
• Tell them when the documents are ready and where they can find them
• Ask for feedback after a few days – this is crucial!

If you have time, you can also organize workshops or training sessions to show teams how to use the new templates and integrate them into existing workflows.

You can also count on the project team, managers, heavy PowerPoint users and other ambassadors to spread the word.

Finally, clients will of course be receiving presentations made using the new template; a good practice is to write down their comments or ask teams to request their feedback. Client deliverables are the bridge between internal and external consistency.

For more advice on launching your new identity (not just your PowerPoint templates), read this article explaining how we successfully shared the news:

> 6 steps to launching our new visual identity

Adapting your PowerPoint template to your new visual identity is a great investment as many key deliverables depend on it, and the employees using it day-to-day are some of your strongest brand ambassadors.

The process requires many different skills such as project management, graphic design, PowerPoint proficiency, communication, IT knowledge, etc. So, make sure you have a reliable team of experts or an acknowledged PowerPoint slide provider to help your teams adapt to, and adopt, their new official template.

If you are looking to modernize your brand image or redesign your PowerPoint template to match your new visual identity, our Office expert designers can help you!

> Get in touch with our PowerPoint specialists

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How to Make A Branded PowerPoint Template?

Delivering an interesting presentation is a skill that can set you apart and take your message to new levels. Engaging presentations are the engines that propel efficient communication and are essential in many facets of professional life.

A well-branded presentation, for instance, can have a huge impact on how your brand is regarded and how its message is received. An organization undergoing a rebranding exercise needs to ensure that all the communication channels follow the new brand guidelines. The same is applicable when a new brand is launched. 

Since, presentations are an important channel when communicating with external stakeholders, it’s important that you should know how to rebrand a PowerPoint template according to your brand. In this blog, we’ll go through a step-by-step guide on how to create a branded PowerPoint template . 

When Do Professionals Need to Rebrand Presentation?

Here are some common instances when professionals opt to rebrand presentations:

• Mergers and Acquisitions: The new firm frequently needs to rebrand its presentations after merging with another business or purchasing another. It entails altering logos, color schemes, and messaging to reflect the new integrated brand identity. Developing a consistent, coherent visual language that accurately depicts the newly established organization is essential.
• Corporate Rebranding: To remain competitive, relevant, and on-trend, businesses periodically rebrand. In such circumstances, the amended brand rules must be adhered to in all marketing collateral, including presentations. This guarantees consistency and helps internal and external audiences understand the new brand identity.
• Modification of the Target Audience : Companies may need to change their product offerings or marketing strategies to appeal to a different market segment or demographic. A software vendor that caters to businesses might decide to concentrate on small businesses; for example, the particular requirements, tastes, and issues of the new audience must be reflected in presentations as a result of this transformation.
• Introduction of a New Product or Service: Professionals routinely give presentations to introduce a new product or service. Both, the features of the offering and the broader brand identity, must be highlighted in these presentations. Consistent branding throughout all marketing materials, especially presentations, helps to increase trust and awareness among potential customers.
• Conference or Trade Show: Professionals may need to rebrand presentations to fit the event’s theme or the audience’s preferences. Enhancing engagement and demonstrating a commitment to satisfying attendance expectations are achieved by adapting the presentation to the event context.

How to Rebrand A Presentation?

Rebranding presentations involve altering/updating many communication and visual elements. To rebrand presentations, you need to keep the following steps in mind:

• Gather all the necessary components
• Use slide master to make edits
• Alter the texts and fonts
• Add a logo for the final look

Let us understand each of these steps in detail.

1. Gather Your Brand Components

You should gather all the materials and template files before beginning to work on it. Think about all the fresh elements your brand makeover will include. These consist of:

• Color palette: Choose every color associated with your company and note down the HEX Code (a six-symbol code), so you can later add it to your PowerPoint template or Google Slides theme .
• Logo: Find your brand’s most recent logo. Ensure you have all the necessary variations and high-quality versions in the right file formats, like PNG or SVG.
• Typography: Pay attention to precise font names and variations that have been authorized (such as regular, bold, and italic). Think about the ones that belong in titles, headers, and body copy.
• Shapes, icons, and drawings: Gather all of your modified graphics, shapes, and icons, and note how you should (or shouldn’t) utilize each one.
• Photography: If your brand uses photography in its visual style, you can hunt for examples that fit that style to include.

BONUS TIP: Create a “Branding Assets” folder on your computer or cloud storage platform after collecting your brand’s components to keep everything in order. Once you have gathered all the components, you need to add those elements in Slide Master to make edits. 

2. Use Slide Master To Make Edits

To rebrand your presentation, collect all the new branding assets. Open the template you wish to edit in PowerPoint. Now use the shortcut “Slide Master” instead of making the adjustments manually. Open your presentation template and follow the easy steps below:

• Go to View.
• Locate the section titled “Master Views” and choose “Slide Master”.
• Your presentation will be visible, and a new slide will initially emerge. It’s called the “Master Slide.”  
• You can make all your modifications more quickly and easily because they will be propagated to other slide layouts (except for a few, like the slide cover).

3. Alter the Fonts And Texts in Your Template on the Slide Master

You can make your final edits in the “Master Slide”. Follow the steps below to edit the font:

• Once the Slide Master has been opened, choose the “Master Slide”.
• In the Background section, click “Fonts”.
• From the dropdown menu, choose “Customize Fonts”.
• You can now choose the typefaces for the headings and body you have decided for your rebrand presentation. Give them a name and click the “Save” button to save your selections.
• You have to choose “Close Master View” from the “Close” section to see your changes.

Follow the steps below to make changes in the color of your template’s font/text:

• Select the text whose color you wish to change.
• Left-click and choose the dropdown symbol from the font color options.
• Select more colors, and you will see the “HEX option”.
• Enter the HEX color code you wish to see on the text.
• Finally, to view your changes, click on “Close Master View”.

Follow these steps to alter the color theme of your template on Slide Master:

• In the Background section, select “Colors”. From the dropdown menu, choose “Customize Colors”.
• You can now choose a color for each presentation component. Choose the element whose color you want to alter, then select “More Colors” by clicking the dropdown.
• Select the “Custom” tab.
• Type the HEX color code you previously stored where it reads “HEX”.
• Repeat steps 2 through 4 to modify the color of each piece.
• Give your combination a name and click the “Save” button to save your selections.
• To view your changes, click “Close Master View” at the end.

4. Add Your Company Logo to Slide Master

After changing the necessary colors and fonts of your template, you can add a logo to enhance your presentation. Follow the steps below for the same:

• To add your company’s logo to the main slide, select the logo. 
• You can do it by selecting the “Insert” menu and selecting “Image” from the dropdown menu.
• A dialog box will allow you to browse your computer or cloud storage to select your company’s logo file. Locate and select your logo file, then click “Insert” or “Open.”
• Put your logo in the desired location on each slide.
• Make necessary size adjustments.
• To display your logo on every slide in your presentation, click “Close Master View”.

Matching your presentations to your changing brand identity, target audience, or messaging objectives is vital but also time-consuming. It must have consistency, and rebranding your presentations should positively impact client communication.

When developing presentations that effectively communicate your message and perfectly match your business identity, you can get help from presentation service providers, including SlideUpLift. Having talented designers and business consultants who are masters at making presentations will make the rebranding presentation work 10x easier.

Whether you want to make a new template or a whole presentation that matches your brand or a particular design subject, leaving an unforgettable mark is essential. Presentation service providers like SlideUpLift bring a unique blend of specialized expertise and cost-effective solutions to the table. You can take advantage of a fresh perspective and take your presentations to a whole new level of excellence. Try our custom-slides service or get in touch to know more about our presentation design services .

Do I need help from a professional to rebrand presentations?

Rebranding presentations can be done alone; however, working with a professional presentation design service provider can bring expertise, creativity, and efficiency to the process, ultimately helping you make a stronger impact with your presentations and saving time.

How to make a branded PowerPoint template?

The essential steps in rebranding a presentation are choosing an appropriate template, personalizing the colors and fonts, changing the logo and visuals, editing the content to align with the new theme, and ensuring visual coherence throughout.

How much time, on average, does it take to rebrand presentations?

The time needed for presentation rebranding depends on the complexity of your presentation and particular needs. 

How can SlideUpLift help me with presentation rebranding?

It’s simple to modify your presentations to reflect your business identity with SlideUpLift’s vast range of templates and professional presentation design services . You can try us out with our custom-slides service. In case you want to know more about rebranding your presentation, you can schedule a call with us.

Are there specific industries or sectors where presentation rebranding is crucial?

Presentation rebranding is important in various industries, but it can be essential in those that place a high value on branding, aesthetics, and successful communication, like marketing, sales, finance, and education.

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Logo Presentation Template

Present your design ideas with confidence and make your clients fall in love with their new logo.

Trusted by 65M+ users and leading companies

About the Logo Presentation Template

This Logo Presentation Template helps you create the right context for your logo ideas and give them compelling backstories. You can use it to create presentations for your clients, colleagues, employees, or partners.

Help your audience recognize the relatability, beauty, and versatility of the new logo at a glance. Delight them by showing how it can help their brand become more recognizable and attractive to their target customers.

How to present a new logo

Sending over a PNG file with a logo on a white background won’t impress your clients — giving a stunning presentation will. Instead of making your clients wonder why they should change their branding at all, you can tell them a captivating story with your slides.

Delivering your logo design ideas in a professional way allows you to:

Highlight your expertise and skills and make your clients trust you and your design solutions more.

Convince your audience that the new logo is more compelling and won’t go out of style.

Show how the new logo can be used in different situations and on different media.

Help your clients overcome doubts and cut ties with the old brand identity.

What should be included in a logo presentation?

You don’t want to just present your logo — you want to amaze your audience and make them love the new concept. You can use mood boards or style scapes to convey the mood and show your sources of inspiration. It’ll add depth to your logo presentation and make it more emotive and engaging.

Your clients may have questions about the new logo applications, and you can answer them even before they arise. Add mockups to your presentation to demonstrate the new logo’s potential and how it will “behave” in real life. Put the new logo on merchandise, mobile apps, billboards, or public transport, depending on the niche and scale of your clients’ company.

How to use the Logo Presentation Template

Save time with Miro's easy-to-use presentation maker . You can prepare and assemble a pixel-perfect presentation in less than an hour, especially if you already know how you want to structure it. You can even use other Miro templates for brainstorming to speed up the ideation process and find more logo ideas with your team.

Step 1 . Prepare your mood boards, mockups, and other assets. Choose up to three of your boldest and most contrasting ideas. Make sure your logo works equally well in all sizes and on different materials, and outline the most important logo usage guidelines.

Step 2 . Choose this template and start customizing it. Add your branding, copy, and visuals. Show your logo in different sizes and on white and dark backgrounds. At this step, you can invite your colleagues to collaborate and share their thoughts on how formal or informal the presentation should be or how many slides to include.

Step 3 . When you’re done editing the template, switch to Presentation mode . It’s a full-screen view that lets you see your presentation exactly how your clients will see it, so it’s a good opportunity to spot and fix any minor mistakes. You don’t have to download or install anything to give a presentation — just always use Presentation mode whenever you need to use your slides.

The dos and don’ts of logo presentation

No matter how great your new logo is, the way you present it still plays a huge role. If you want to impress your audience, make sure to follow these best practices.

The dos of logo presentation:

Present your logo concept in person . You don’t want to distance yourself from your creative work. Presenting it in person also allows you to connect with your audience and address their concerns.

Show how you’ve arrived at the idea . Give your audience a glimpse of your design process and explain what influenced your decisions. You can also include their buyer personas in your presentation to remind your clients what this logo is for.

Explain why the new logo is better . Is it more relevant? Is it more memorable? You don’t have to make a side-by-side comparison, but it makes sense to list your new logo’s advantages using, for example, bullet points.

There are also some common mistakes to avoid.

The don'ts of logo presentation:

Don’t overwhelm your clients with too many ideas . Narrow down the list of possible design choices before you show it to your audience. Ideally, you should present no more than three of your most interesting design concepts.

Don’t assume your clients have the same aesthetic taste as you . Try to stay objective and explain what makes a great logo, why the new logo will work better in different situations, and why it’ll resonate with their target audience.

Don’t overexplain your logo . Avoid making your slides text-heavy — use mockups and other visuals to get your point across. Also, instead of defending your idea after the fact, try to predict your clients’ objections and handle them right in your presentation.

Who should give a logo presentation?

You can present your logo designs as a team, but it’s always better to have one person do most of the talking to help your audience focus. If you are a design agency, usually, it’s the art director’s job to present finished design projects. In any case, you need to position yourself as an expert and build trust with your clients — it’ll also help you justify your price tag.

What makes a terrific logo presentation?

When you present a logo, you need to avoid subjectivity and focus on the practical tasks you’re solving with your design. If your clients see that your design can help them attract a new target audience or increase revenue in some other way, they will grow to like it. Also, don’t ask for feedback right away — give them some time to digest your creative logo designs and discuss them with their peers. This way, your presentation will be impactful but not pushy.

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Rebranding and relaunching powerpoint presentation slides

Employ these Rebranding And Relaunching PowerPoint Presentation Slides and showcase your company’s plan of action for evolving the business operations. These content-ready brand development PPT templates will help you in choosing the right target market and audience for your products and services. Present your ideas and visions for rebuilding the company to keep up with the changing market trends with these brand revitalizing PPT layouts. Gain the interest of the audience by showcasing your company’s background, mission, and core values using our business strategy PPT slideshow in an attractive yet informative manner. Mention the list of customer retention challenges like changing demographics, technological shifts, and lost market share through this brand strategy PPT presentation. Share your brand attributes and personality in these business development PPT designs. Focus on the elimination as well as the incorporation of essential brand elements with the help of this product positioning PowerPoint slideshow. Download this business revival PowerPoint deck and create a roadmap for your company’s smooth business operational flow.

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Content of this Powerpoint Presentation

Companies, regardless of their size and exposure, are often in a situation where rebranding is necessary. It's not limited to changes in the color scheme or logo.

Imagine a room of stakeholders waiting for you to reveal the new vision for your company. These people would fix their eyes on you, almost listening to every spoken word or watching every visual presentation. Here is where the demonstration of a visual powerpoint speaks volumes about a new vision. Whether a firm is unveiling a new logo, redesigning its products, or fixing a new mission, the powerpoint is the storyteller.

However, creating an impactful presentation is not easy; splitting the concise message about the brand's identity in its new form requires careful planning and design. Modern design principles emphasize visual appeal that engages viewers and ensures that the slides stick in their minds. However, the design consistency, logical flow, and quality of the text cannot be overlooked. That is why SlideTeam's Rebranding and Relaunching PowerPoint Presentation Slides are the perfect solution to these pertinent challenges.

When you go through different slides, every slide artfully and clearly presents your company's changes and developments. Every slide provides a fresh portion of information about your company and its work, from the company's history and mission to the product's announcement and the message behind the new logo. By the end of the presentation, it is not just a set of slides but a cohesive roadmap that helps you navigate your way through the complex process of rebranding and relaunching.

So, it's time to leverage the power of these slides. So, without ado, explore and get ahead.

Check out our blog on Rebranding Approach Powerpoint Presentation Slides for effective brand presence.

Template 1 - About Us

The slide provides a short overview of your brand. It gives all the essential information regarding your type of business, such as the year of foundation and experience, the number of employees, and the location of branches. The slide is perfect for a corporate presentation, pitch deck, business proposal, and presentation to potential investors or business partners. The content is not overloaded, and the layout is clean and appealing, which makes the information clear and professional. Whether you are just launching your new brand, rebranding your product or platform, or changing the scope of your operations, these points should be included in your presentation to inform your speaker and invite your potential partners or investors.

Template 2 - Brand, Mission, Vision, and Values

This PPT Template delineates your brand's mission, vision, and values, providing stakeholders with something to relate your brand to. Integrity, innovation, sustainability, diversity, and excellence are the core values depicted that form the DNA of what you do. Whether you are introducing a new brand or redefining an existing one, this one slide will be enough to make sure that your key stakeholders and the target audience can understand and resonate with the brand.

Template 3 - Brand Challenges

This Slide provides a range of challenges that may occur when working on rebranding and relaunching a company. The problem encompasses such issues as lost market share, removed negative brand image, changed target markets, new competition, development in technology, and changes in customer tastes. This slide is a tool for stakeholders to help them diagnose all the possible challenges and find solutions to respond to the risks and benefit from the opportunities. For whoever the information is presented, whether it is executives, marketing teams, or investors, the discussion on how to remove and respond to challenges is needed to facilitate proactive work and ensure that challenges do not affect the company's presence and growth.

Template 4 - Overcoming Branding Challenges

This slide addresses critical impediments encountered throughout the branding process. It provides solutions to common difficulties experienced when attempting to carve a niche in the market, address customer experiences pertaining to the brand, maintain a robust digital footprint, and develop brand awareness. Whether for an audience of executives, marketers, or investors, the slide acts as a tool for discussion, during which ways to effectively tackle challenges may be identified to position your brand in the market better. Use it to hurdle branding obstacles together with others and innovate solutions to fortify your marketing.

Template 5 - Brand Positioning

This slide represents your brand's position in relation to the competitors and is being shown more visually. The system categorizes both brands using the criteria of the brand's strength and its product range. The positions of the competitors can be extremely high and extremely low on the market; however, the product range can vary from relatively narrow to extremely broad. The slide helps define, understand, and communicate your brand's unique place in the market. It is also helpful when presenting a new marketing strategy.

Get an insight into our blog on Rebranding Strategy Powerpoint PPT Template for a practical approach.

Template 6 - Brand Attributes

This slide provides an in-depth perspective on all the diverse attributes that this brand is associated with. Some of the numerous aspects that form the brand's being include brand alliances and use of branded ingredients, company values and the brand's extensions, people and places, countries of origins, distribution channels, third-party endorsements, support for causes and participation in events, and, finally, employees. The contiguous attributes indicate that they all form a typical brand or encompass everything the brand is about.

Template 7 - Brand Personality

This slide is a comparative analysis of your brand's personality with competitors'. This template is very crucial to marketers, brand strategists, or executives who want to set their brands apart in the market. It helps you say what about your brand genuinely matters compared to the competitors. It helps you develop and execute the brand narrative, refine your brand positioning strategy, and improve the image of your brand.

Template 8 - Target Audience Profile

This PPT reflects clearly on the age and psychographic profile of your target audience. Gender, age range, occupation, social status, and the category of users, as well as other key characteristics, are highlighted and studied for you to make use of. Marketing teams, strategists, and brand managers find this layout valuable, as they must ensure that rebranding or relaunching efforts correspond to their audience's image. Considering these data, the slide provides a clear overview of who your ultimate customers are.

 Template 9 - Launch Plan

This slide provides a comprehensive and detailed plan of a phased approach to introducing your rebranding or re-launch to the market. It is a visual representation of a timeline that takes you through the months; it entails understanding and interacting strategically with the phases such as internal brand research, brand strategy, systems, and customer service, along with processes such as DX, emerging markets, experimentalism, brand architecture, and systems.  As you present it to the executives, investors, or your team, this slide spells out the steps of your launch plan.

Template 10 - Budget Allocation

 This slide details the distribution of expenditures on the different aspects of brand marketing. It provides a clear list of the purpose and cost of the internal brand research, strategy development, audit, copywriting, creation of the website, and brand launch, as well as the production of the guidelines, identity, architecture, naming, and tagline, and finally, the marketing collateral. The slide is easy to understand and adjust, which helps to reach an agreement between the budget allocations and grand strategy goals.

Enhance Your Brand Presence to a Whole New Level

Across the business world, marketers are rebranding and relaunching their businesses to craft a clear message and present it in a series of vivid and persuasive slides. Our slides do not just contain visuals. Every visual is supposed to tell a concise story. Indeed, the pace of organizational life is changing rapidly, and sometimes, employees grapple with new ideas. Download and start your journey to rebranding with us.

PS Look out for our blog on Rebranding Communication Plan Powerpoint templates to learn ways of communication.

Rebranding and relaunching powerpoint presentation slides with all 39 slides:

Use our Rebranding And Relaunching Powerpoint Presentation Slides to effectively help you save your valuable time. They are readymade to fit into any presentation structure.

Ratings and Reviews

by Chris Watson

December 21, 2021

by John Walker

by Wilson Campbell

by Cruz Hayes

February 2, 2021

by Darron Hunter

What is Rebranding? Best Examples & Strategies in 2023

Published: February 07, 2023

When you're first starting a business, branding is likely the last thing on your mind. After all, it's hard to sit down and flip through fonts when you have so many priorities to juggle.

Whether your branding efforts started (and ended) with a logo jotted down on a napkin, or you whiteboarded your way through the entire branding process, somewhere along the way things stopped working.

Table of Contents

What is rebranding, the right (and wrong) reasons to rebrand.

Rebranding Strategies for 2023

How to Rebrand a Company

Rebranding examples, bad rebranding examples.

Rebranding is when your company rethinks your marketing strategy with a new name, logo, or design, with the intention of developing a new, differentiated identity in the minds of customers and other stakeholders.

Okay, now that we know what rebranding is, let's make sure you have the right reasons to rebrand.

Rebrands are complicated and carry big risks.

Even big brands aren't immune — just look at Uber. After redesigning its logo, 44% of people were unsure of what its logo represented. 

Ultimately, knowing the risks of rebranding can help you determine whether or not you're jumping into a rebrand for the right reasons.

If you're considering a rebranding because sales have been slow or brand awareness efforts don't seem to be paying off, you might want to reconsider — these issues can potentially be solved by creating a new marketing strategy  or conducting market research to identify the underlying cause.

But if you're considering a rebrand because your company's vision, mission, values, and market are no longer reflected in your brand, then a rebrand might be the right decision.

There are a few other major reasons you might consider a rebrand, including:

New locations

You might need to refresh your brand if you're expanding to international markets that won't identify with your current logo, messaging, and so on.

Market repositioning

Brands are designed to connect companies with their customers, so if you reposition your business to target a completely new customer profile — whether through product, place, price, or promotion — your brand will need to follow suit.

New philosophy

Your business’s mission, vision, and values should govern every decision you make — including brand decisions. If your MVV are shifting and pivoting the direction of your business along with them, you’ll need to reevaluate your brand.

Mergers and acquisitions

When two companies merge together, two brands come together as well. If your company was acquired or joined with another company, you can’t just let both brands battle it out. Finding a new brand that reflects the new entity will prevent confusion and build trust.

Additionally, here are a few reasons  not  to rebrand: 

Too often, people consider a rebrand because they're sick of seeing the same logo and slogan every day. When you’re starting to feel restless with your brand, remember that your customers (who see it much less frequently) might love — or quickly recognize — that signature color you've come to loathe.

Covering up a crisis

Whether you're working against internal issues or fending off bad press, a rebrand isn't the answer. Most consumers and employees are smart enough to see right through your rebrand and recognize it for what it is — a cover-up.

Impact and ego

For new managers, a rebrand might seem like the fastest way to make your mark. But most new managers aren't implementing the kind of institutional change that justifies a rebrand. More often than not, new leadership that insists on a rebrand is doing it more for themselves than the company.

Looking for attention

Maybe sales have been floundering, or perhaps brand awareness efforts aren't picking up. Either way, jumping into a rebrand is the wrong move.

At best, you’ll generate some short-term buzz without any sales and marketing strategy to sustain it. At worst, you'll lose whatever brand recognition you had and set back your sales and marketing efforts.

If you've determined a rebrand is still the right choice for you, keep reading to learn how to devise a rebranding strategy.

Rebranding Strategy

To successfully implement a rebranding strategy, you'll want to start by identifying whether your brand needs a partial or total rebrand. Next, re-establish your brand's target market through research to identify what demographic you're hoping to attract with a rebrand. Finally, redefine your company's vision, mission, and values, and use these new definitions as guideposts for your strategy.

Your rebranding efforts may include:

1. Changing your logo.

One of the main strategies of rebranding is changing your logo . Using a new logo will let your customers know that your brand's identity is different. You can make it sleeker, use different colors, etc. The main reason to change your logo is so it matches with the new identity that you're marketing with the rebrand.

Use your brand's vision, mission, and values to inspire your new aesthetic.

For example, bath and body brand b.a.r.e. represents itself with a hand-drawn logo that gives an authentic, down-to-earth feel, just like the ingredients in its products.

If you need some logo inspiration, check out this helpful guide .

2. Shifting brand position.

After changing your brand logo, it's important to also shift your brand positioning. You can't just change your colors and logo and call it a day. The content that you're marketing needs to communicate a certain message, whether that's your mission, values, or vision. Shifting your brand positioning will let your customers know what your new mission, values, or vision is.

Chances are, you'll need to reestablish a unique selling proposition . Take stock of what distinguishes your brand from the crowd — even if means admitting that a competitor has a leg up in a certain area. This will help you better connect with you target audience and understand your position in the market.

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3. Creating new ads.

Once you know what your logo and messaging will sound like, it's time to create new advertisements and content with this messaging in mind. These ads should clearly communicate the changes to your brand and what they mean for customers. This can help you draw in a new demographic and reach larger audiences.

It's easy to forget all the places where your old branding appears. Before launch day, make a list of places to check, including landing pages, old email templates, search ad copy, and ad extensions.

4. Changing your brand's voice.

Finally, when it's time to rebrand, you'll want to change the brand's voice. Your brand's voice is the perspective that you write all your marketing content from. Your voice is either formal, causual, witty, etc. If you're rebranding, it makes sense to change your brand's voice and announce your rebrand in your new tone of voice.

It's helpful to think of your brand as a person. If they walk into a party, are they cracking jokes and being the life of the party, or are they professional and no-nonsense? Use your brand personality to inform you brand voice.

Now, let's remember that bot all rebrands are created equal, so let's first consider whether a partial or total rebrand is the best option for your business.

Partial versus Total Rebrand

The more established your business and brand, the more you have to lose from a rebrand.

If your business is more mature, a partial rebrand can help you retain the brand loyalty you've built, while refreshing your image to keep up with changing times.

Think of a partial rebrand as an adjustment focused on your visual brand identity to suit new offerings or markets — as opposed to a complete identity crisis.

That's not to say that a partial rebrand can't be effective. Just look at Old Spice. The men's deodorant company redefined its place in the market and has seen massive growth every year since repositioning the brand — all while retaining what made Old Spice cool in the first place.

However, if you're undergoing a complete identity shift and your company's mission, vision, and values are changing, a total rebrand might be in order. This option is typically suited to situations like mergers, product overhauls, and other similarly foundational shifts.

Here, everything is on the table — from your name to your purpose, your market, or your brand identity.

If a partial rebrand is a quick touch-up, the total rebrand is a complete makeover.

Once you've determined whether you need a partial or total rebrand, take a look at the following five steps you'll want to implement to successfully rebrand.

• Reestablish your brand's audience and market.
• Redefine your company's vision, mission, and values.
• Rename your company during a rebrand.
• Reconsider your brand's slogan.
• Rebuild your brand identity.
• Track brand sentiment.
• Plan a successful launch.

1. Reestablish your brand's audience and market.

After extensive market research, including focus groups and analyzing the data, you've noticed something startling — your customers (or competitors) aren't who you thought they were.

Maybe it's a demographic with which you never thought you'd engage. Alternatively, maybe there's a new competitor on the market and its products or services are directly competing with yours.

And you have the data to prove it.

Take a look at who's actually buying from you — and who they're buying from, instead of you. Comparing this against your initial target market and audience might reveal some stark differences.

Once you've established your actual market and audience, you're ready to start rebranding your company to connect with your customers (and outsmart your competitors).

2. Redefine your company's vision, mission, and values.

What are you doing? How are you doing it? Why are you doing it?

When you're re-evaluating your vision, mission, and values during a rebrand, these are the three questions you'll need to ask yourself. While it's easy to take your messaging foundations for granted, they can change as a company grows.

New products, priorities, services, or stakeholders can completely undo what once seemed like a given.

Here are a few major components of your company you'll want to analyze to decide which part(s) of your company need a little TLC.

This is a big one. Vision acts as the North Star for every action your company undertakes, so it's critical you have a firm understanding of your vision before moving forward.

additionally, perhaps over time your vision has changed. That's okay, but it's vital you redefine your vision as quickly as possible to ensure all your employees are making decisions with that vision in mind.

When you're rebranding, company vision will affect everything from your website redesign to your hiring process.

If vision is your what, mission is your how. Maybe you're still going in the same direction, but the way you're getting there has changed. Ultimately, your mission is your company's roadmap.

When your mission changes, your messaging needs to change as well — making it just as crucial as vision during a rebrand.

For instance, Sweetgreen's mission statement is "To inspire healthier communities by connecting people to real food." This motto will help define everything about Sweetgreen's brand, from the images they use in advertisements to the language they use in press releases.

Your values act as the why behind your brand. They're why you're working towards your vision, and why you're dedicated to your mission.

But, as brands expand and change, some of their founding values might become unsustainable. If you can't support your old values or you've come to prioritize new ones, you'll need to update them to reflect what your company actually values today.

Brand Voice

As your vision, mission, and values change while rebranding, the way you convey these aspects of your company will also have to change. The vocabulary, tone, and voice you use for your brand have to match your message. So, if what you're saying is changing, how you're saying it will need to change, as well.

3. Rename your company during a rebrand.

Changing names is a big undertaking, one that can cost you brand recognition and organic search traffic in one fell swoop. So, if you're renaming your company as part of your rebrand, make sure you have a plan for recovery as part of your post-rebrand strategy.

On the whole, if your name still fits, your best course of action is to keep it. But if your current name is a mismatch for your company identity, it might be time to go back to the drawing board. To help make that drawing board a little less daunting, here are some starter ideas for the renaming process:

• Make a new word
• Use an old word in new ways
• Say what you do (literally)
• Modify a word's spelling
• Add a prefix or suffix
• Look to other languages
• Bring two words together
• Create an acronym
• Use a location

If you're revisiting your name while rebranding, focus on alignment with your brand's vision, mission, and values — more than just what sounds good. That way, your new name has a better chance of supporting your long-term growth and goals.

4. Reconsider your brand's slogan.

A good slogan is catchy and captures your company's mission and vision. It's your company's purpose, condensed. Unlike changing names, changing slogans is a little easier for your marketing efforts. But like changing names, you should still consider it carefully.

First, it's critical you ask yourself, why do you really want to change your slogan?

It's easy to fall into the trap of hating your slogan because you've heard it so many times. But it's that same repetition that builds brand recognition. Even though you might have gotten sick of your slogan after seeing it constantly, your customers might love it.

If you're on the fence, you can hold focus groups to see if the slogan is really resonating. If it isn't, you can get some new ideas for slogans with these starting points:

• Make a claim
• Get metaphorical
• Use poetic language
• Provide instructions
• Leverage labels
• Compliment customers

5. Rebuild your brand identity.

The tangible elements you use to communicate your brand might have been in play for a few years by the time you start considering a rebrand. This means you've likely had plenty of time to reconsider their strengths and weaknesses before replacing them.

You might want to redesign your logo, use new colors in your brand material, or even create new brand guidelines. Here are a few common changes you might make as part of your rebranding strategy:

Maybe you loved your logo when you first started your company, but you're finding your customers never really seemed to "get it". Alternatively, perhaps your logo needs a refresh to reflect the other major changes you've made internally.

If you're looking to do a logo redesign, going back to the basics of what makes a good logo will help you to get it right this time.

Stay simple. Jamming as much symbolism as possible into a logo generally doesn't work out too well. But that's a hard truth for young companies who are still trying to prove themselves. Now that you're more established, show your confidence with a simple logo.

Make an impact . Maybe you went the opposite route in your original logo design and were too afraid to be bold, so you stuck with something safe. Your logo isn't worth much if people can't remember it, so when you're redesigning your logo, don't settle for something that won't stand out.

Be adaptable. One thing you might have learned with your first logo is its limitations. Now that you know what shapes or styles might not be as versatile for the channels your business actually uses, bear those in mind during the redesign.

Aim for appropriate. As companies mature and get to know their customers better, a logo that might have made sense at launch could now be considered completely wrong for that company's target market.

Look to the long term. As fun as rebrands might seem, you don't want to do this every year, so really look at your vision, mission, values, and purpose and consider whether this new logo can support them in the long run.

Maintain through-lines. Like your name, your logo is one of your brand's most memorable components. When you're rebranding, avoid losing too much brand recognition by trying to maintain the parts of your old logo that worked. If you can maintain a sense of continuity, you'll be able to carry over some of the brand recognition your old logo initially had.

If we look at a few logo redesigns from 2019, we can see this process in action. Take Zara and The Knot, for example, two companies that changed their logos in the last few years:

Image Source

In these brand updates, elements of the old brand carry through. Zara kept its bold, black lettering, but pushed the kerning tighter and switched one Serif font for another. The Knot, on the other hand, stayed in the same typography family with a Script font, but swapped blue for orange in their color scheme.

Choosing Your New Color Palette

Color can have a huge impact on your brand — in fact, some colors are now synonymous with the brands that use them, like McDonald's yellow. But choosing the right color can be difficult, and as your company develops, your color might need a brush up.

Looking at your brand colors with fresh eyes using color psychology and competitor research can help you evaluate whether they're working with (or against) the brand image you're looking to project.

Additionally, now that you've been working with your color(s) for a while, you may have noticed that the way your colors show up on-screen vs. in-print isn't consistent. When considering colors during your rebrand, check to ensure the color looks the same on a variety of brand materials.

Like your color, your original font may have shown up differently in practice than in theory. When you're reevaluating fonts, pay close attention to what worked and what didn't with your old font, along with any difficulties you had — like accessing the font for web design or PowerPoints.

You might also want to consider whether your font is consistent with any markets or messages uncovered while rebranding. If your customers are more mature than you initially expected, that super hip Sans Serif font might be better off as a more traditional Serif font. After all, the medium is the message.

And now that you know your marketing channels, you'll be able to make more educated decisions on weight and cuts — like which fonts show up well, and which leave your words looking wonky.

Shapes and Imagery Revisited

Like your logo, color palette, and typography, your imagery and shapes play a vital role in your brand identity. If you're changing any of your brand's other visual elements, it's worth reconsidering your imagery and shapes to keep everything cohesive after you've rebranded.

But it's not enough for your rebrand to look cohesive — it needs to support the core messages of your brand, as well. At every step in the branding design process, make sure the what , how , and why behind your brand are also behind your new brand identity.

Building New Brand Guidelines

If you're going to go through all the trouble of creating a new brand identity for your business, you better make sure you use it correctly. Having (and actually using) brand guidelines will help you keep your brand consistent after the transition.

Brand guidelines are especially critical for logos. Logo guidelines are designed to make it as easy as possible for customers to see, recognize, and remember your logo — making up for any lost familiarity that comes with a rebrand.

Here are a few elements to consider when writing your logo guidelines:

• Logo elements. What visual elements make up your logo? When and how are each of them used?
• Color variations. What does the colored version of your logo look like? What about black and white? When are each of these used?
• Clear space. Also called padding, this is the space around your logo that prevents overlap or obscuring. Aim for at least 10% of width at all times.
• Unacceptable uses. What can never be done to your logo? What color variations, rotations, scaling, etc. do you want to avoid?

You'll want to have your guidelines on hand if you're doing a website redesign, creating a rebrand campaign, or creating other marketing materials.

6. Track brand sentiment along the way.

When you're designing all the new elements to your rebrand, it's important to get feedback from customers. You can conduct focus groups and see if the new branding images and messages communicate your new mission, value, and vision. If you don't get positive feedback, it might be time to go back to the drawing board.

One of the most crucial steps in rebranding is tracking brand sentiment before, during, and after a rebrand launch. You can look at brand sentiment before a rebrand and see what customers feel negatively about. With this in mind, you can conduct your rebrand strategically, adding new messaging that aligns with your audience.

After you've evaluated the feedback before a rebrand, and tested your new rebranding elements in a focus group, it's time to launch your rebrand.

7. Plan a successful launch.

Launching a rebrand isn't as simple as changing the colors, fonts, or logo on your site. A rebrand is about communicating your new message: What is your new mission, values, and vision? To communicate this, it's important to plan a successful rebranding launch.

This can include posting advertisements online, in print, on TV, on radio, etc. Then, you'll want to announce the launch of your rebrand with a press release on your site and a post on your social media channels that says exactly why your company needed a rebrand and what this rebrand means for the future of your company.

At its best, a rebrand can act as an incentive to remain consistent and on-brand in all your marketing efforts moving forward — something that can slip in businesses over time.

Now that we've explored various aspects of rebranding, let's take a look at examples for further inspiration.

• Chobani rebrand
• Candid rebrand
• Dropbox rebrand
• Pet Food Experts rebrand
• Dunkin Donuts rebrand
• IHOP rebrand

In 2017, Chobani made a few major changes to their brand in an effort to stand out in the crowded, oftentimes homogeneous-looking yogurt industry.

First, they shifted their identity from a yogurt company to a "food-focused wellness company" with a new mission — "Fighting for happily ever after."

Under their Impact page on their website , you'll see the statement, "The most important thing we make is a difference. It's always been about more than yogurt." You'll see this focus on health and nutrition in their advertisements and their new products, including Less Sugar Greek Yogurt and Chobani Flip Yogurt.

Additionally, as shown above, Chobani changed its packaging — instead of using plain white cups with fruit photos, they redesigned their product packaging using 19th century American folk art with a variety of colors. Their rebrand helps their products stand out from the other plain white yogurt packages on the shelves.

Rebranding is often a good decision after two companies merge.

For instance, Foundation Center was the largest source of information about philanthropy globally, and GuideStar was the largest source of information on U.S. nonprofit organizations. In 2019, the two organizations joined forces to become Candid , enabling both foundations to enhance the services they offer to millions of people who rely on them to help make the world a better place.

If you visit Foundation Center's website, you'll see a message that reads: "Foundation Center and GuideStar are now Candid. You were redirected to candid.org from foundationcenter.org." The old GuideStar website is still visible and usable, but there is an explanation of the new corporate entity and a link to Candid's page.

Candid, the new merged foundation, now boasts a sleek website with a mission statement, guiding principles, and a vision that combines the best of both Foundation Center and GuideStar.

In 2007, Dropbox launched as a file-storage and file-sharing web service — but in 2017, the company now wants you to think of them as " the connective tissue for teams and businesses of all sizes". Instead of just a file-sharing service, Dropbox is now a full suite with APIs, tools, and integrations.

Along with the internal mission shift, Dropbox refreshed its logo to reflect its new products. In a statement regarding the new logo, the Dropbox design team said , "Our old logo was a blue box that implied, 'Dropbox is a great place to store stuff.' The new one is cleaner and simpler. And we've evolved it from a literal box, to a collection of surfaces to show that Dropbox is an open platform, and a place for creation."

4. Pet Food Experts rebrand

Pet Food Experts has a full timeline on their website that reflects all company changes since 1936, when the company first opened.

Among the most notable are the company's name change from "Rumford Pet Center" to "Pet Food Experts" (in an "effort to establish itself separately from the Rumford Aquarium"), and the logo redesign in 2008. The 80-year-old company has grown significantly over the years, and is now a major distributor of pet products from coast-to-coast.

To reflect their change and growth over the years, the company has taken numerous successful steps to consistently refresh their brand to reflect their products and values as they change over time.

Beginning in January 2019, Dunkin' Donuts adopted a new logo that dropped the "Donuts" on their name — now, signs, logos, and marketing materials simply read, "Dunkin'".

The new name signifies the companies focus on coffee — Tony Weisman, Chief Marketing Officer, Dunkin' U.S., said in a statement , "By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin', both in and outside our stores."

Despite the change in name, Dunkin' continues to use the same pink and organic colors and iconic font to ensure long-time customers continue to recognize the brand.

As you've likely gathered from this post, a rebrand is a fantastic opportunity to refresh your public perception and get consumers' attention.

Which is exactly why IHOP used a rebrand as a marketing ploy to get people to pay attention to their new product — burgers. In 2018, IHOP announced that it was rebranding as IHOb , the International House of Burgers. It began using IHOb on social media, its website, and in-store promotions.

Eventually, IHOP admitted its rebranding was a joke to get people to pay attention to their new line of ground Angus ground beef burgers. And, sadly, IHOP has since switched back to its original name and logo.

Their "joke rebrand" was a smart play — it incentivized people to either vehemently fight for the importance of IHOP's most important product (pancakes), while also calling attention to their other offerings.

Comcast has been known to have the   most hated customer services in the United States . So the company decided to change their name and rebrand their logo to xfinity.

However, the company didn't change its history of bad practices. Superficial updates like a name change and logo change won't help your company if brand identity and brand reputation doesn't follow.

While the company could have worked on improving customer support, they spent money on a cosmetic upgrade, which didn't help them earn the trust back from their customers. To earn your customers trust, you have to listen to them. You can't just rebrand your visual identity while making no substantitve changes.

Remember that list of reasons to rebrand and reasons not to rebrand above? Gap made the mistake of rebranding for seemingly no reason. The company changed their logo and caused outrage among its customers. Only 6 days later, the company went back to the old design.

The new logo didn't communicate anything about the brand, and in fact took the personality out of the brand's logo. Additionally, customers had an emotional bond with their logo, and changing it for no reason caused upset customers.

3. Weight Watchers

Weight Watchers changed its name and logo a few years ago to shift its focus from weight-loss to wellness. However, with their new name "Wellness that Works," customers weren't sure if the product offerings were going to change.

The shift from weight-loss company to wellness company left customers confused. And this wasn't a bad idea for a rebrand, however it's important that your product offerings either change with your new identity or don't rebrand at all.

Changing the name of your company shouldn't confuse customers — it should make your offerings more clear.

Additionally, if you're going to shift your name and product offerings, it's important to communicate that message clearly. This rebrand failed because the message wasn't clearly communicated and customers were confused.

Are You Ready to Rebrand?

Now that you know everything a rebrand entails, it's time to consider if and how you want to rebrand your own business. Whether you end up going with a logo redesign, a website redesign, some refreshed messaging or a complete brand overhaul, these steps can help you to consider your best strategy for building a brand that gets it right this time.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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Spotify Rebrand Presentation Template

A rebrand is an internal overhaul of an organization’s identity and image to better reflect the business’s goals and mission. A rebrand presentation is necessary to introduce the new branding to your team and key stakeholders. This presentation is using Spotify's 2016 rebrand as inspiration to showcase the type of slides which can help marketers present the new face of the brand to employees, partners, and investors in an organized way. You can see more details of their rebrand here .

The customizable template has everything you need to get everyone aligned and up to speed on the new rebrand. A successful rebrand presentation can help you pitch new branding ideas, showcase the creative process, and introduce new brand guidelines. 

Our rebrand presentation can also help you:

• Explain the reason for the rebranding 
• Organize the evolution of old and new branding for future reference
• Share new branded assets, like typography and logos, with the team

Use our template to create an effective rebrand presentation

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Tips to create your own rebrand presentation

As you use this template to build your own rebrand presentation, keep these tips in mind:

With a rebrand presentation template, you’re likely using all of your new branded colors, fonts and logos to create the deck. Making a custom theme will make it easier to recreate branded decks moving forward without having to manually adjust fonts and colors on each slide.

The design team worked hard on the brand’s overhaul, so give them some credit. Use our Team Members Smart Slide to introduce everyone who had a hand in the rebranding process.

A rebrand presentation can act as a resource for teams to reference when they need to find the new brand assets. Include examples of the old and new logo, the typography, and the exact colors with hex codes.

This doesn’t need to be a 20 slide deck explaining why you landed on specific typography. Include only the most relevant pieces of content to help colleagues stay on-brand and consistent moving forward.

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How to Do a Rebrand in 10 Steps (With Free Tools, Templates, & More)

by Katy French

A rebrand is an exciting venture for any organization, but the process can be painstaking and overwhelming. Where do you start? What do you tackle first? Who can help? It’s easy to find yourself paralyzed if you haven’t done it before. 

Luckily, you don’t have to go it alone. We’ve helped many people rebrand, so we know what pitfalls and rebranding mistakes can sabotage the project—and we know how to avoid them. That’s why we’ve created a step-by-step process to get you through a rebrand from start to finish, including our best tips, tools, and templates. (It’s basically everything we wish we’d had when we started doing this work.) 

How to Do a Rebrand

If you’re considering a rebrand, ready to start, or struggling because you’ve stalled out, we hope this guide helps you get through your rebrand as painlessly as possible. 

But wait! Before you move on…

Download our free Brand Toolkit , which includes all of the tools and templates mentioned here. (Or, if you’re just working on one particular element, you can use the linked items for each step.) 

If you’re ready to dive in, here’s what to do.

Step 1: Know why you’re doing a rebrand.

Just because you feel tired of looking at your logo doesn’t mean you need to dive into a rebrand. A rebrand takes a lot of time, energy, and resources, so it’s a decision that shouldn’t be made lightly. Every rebrand is different, but you should know exactly why you’re undertaking this venture. 

Ultimately, you’re probably rebranding because there is a core problem with the way you’re communicating your brand. To remedy this effectively, you need to understand exactly what that problem is. Most importantly, you need to communicate that problem to your team so that everyone understands why they’re working toward this goal.

How to do it: Check out these 7 reasons to consider a rebrand . Have a discussion with your team to clarify why you’re doing it—and make sure everyone is on the same page. 

Pro tip: Get buy-in at every stage of the process!

To complete a successful rebrand, you need everyone from your high-level decision-makers to your logo designer to be all in. To save headaches, get approval at every stage of the process. (Trust us, there’s nothing more frustrating than going back to square one because someone was left out of discussions.) 

Step 2: Identify your brand team. 

You need a team with the knowledge, expertise, and communication skills to pull off a rebrand, as there are a ton of moving parts and the process can get stressful pretty damn quickly.

When it comes to finding the right people to execute your rebrand, you can go entirely in-house or consider a brand agency. There are benefits to each, and it really just depends on what you need.

• In-house benefits: No one knows your brand like you do. If you have the knowledge, resources, and skills to tackle the rebrand yourself, you can certainly consider it.
• Branding agency benefits: While no one has as much intimate knowledge of your brand as you do, brands can sometimes function in a bubble. (Remember when Gap debuted a logo that only lasted a week ?) Outside perspective can be tremendously valuable here. Branding agencies have plenty of expertise, they know what can go right and wrong, and they can steer you in the right direction.

Of course, doing a mix of both can also be beneficial. (We’ve collaborated with many brands to help them through the process—with great results.) No matter what team you work with, provide clear communication and cultivate creative collaboration. 

How to do it: Follow our tips to build a brand team or find an agency that will be the right fit. Note: Giving your team the tools they need will help them move through this process much more smoothly. You might want to distribute this roundup of 101 tools for building a brand identity .

Step 3: Complete a competitive analysis.

Good branding is all about good communication—knowing both what to say and how to present yourself to your target customers, particularly in relation to other brands.

Hence, it’s helpful to analyze your competition by taking a critical look at every aspect of their brand, from logo design and tagline to brand voice and messaging. This is particularly useful information, as it reveals how you might zig where others zag. (You may be surprised by how many similarities you’ll see amongst your competitors. For example, if everyone uses a blue logo, you can make a statement with a different color.) 

How to do it: Download our competitive analysis template to complete the exercise. Once completed, you should be able to identify opportunities to differentiate yourself. 

Step 4: Know who you’re for.

You rebrand is about identifying who you are and communicating that effectively, but it’s also important to remember who you’re speaking to. While your target demo won’t entirely dictate your branding, you should consider how it may be perceived by them. At the end of the day, the true test of a rebrand is simple: Does it resonate with people or not?

How to do it: Download our free personas template to identify your audience. As you move through your process, consider your personas. Who are they? What do they want? How do they want to be spoken to? What do they want from your brand? These are valuable questions to ask.

Step 5: Complete a brand audit. 

A good rebrand starts with good research. The more knowledge you have, the better your strategy and your creative approach will be. B efore you officially start your rebrand (messaging, design, etc.), you need to understand what’s working, what’s not, how you need to grow, etc. In short, you need to understand the current state of your brand, then adjust accordingly. 

Thus, a brand audit is the crucial first step. Similar to your competitive analysis, this is an opportunity to do a deep dive into your own brand—as it stands now. The insights gathered during this stage will influence your decision-making going forward. 

How to do it: Download our Rebrand Questionnaire , and follow our step-by-step guide to complete a brand audit .

Once you’ve done a thorough brand audit, you should know what areas need the most immediate help. The instinct may be to dive into these all at once, but keep in mind that your brand is a complex ecosystem. You can’t just change a tagline and order a thousand new business cards and call it a day. 

Note: A strong brand is crafted with thought and intention, and each element relies on the other. That’s why we have arranged the following steps in a particular order. You may not need to spend as much time on each step, but you should approach it the way we’ve laid it out. 

Step 6: Articulate your brand heart.

What is your Brand Heart? It’s an articulation of who your brand is—at its core. More specifically, your Brand Heart is comprised of your:

• Purpose: Why do you exist?
• Vision: What future do you want to help create?
• Mission: How do you create that future?
• Values: Who are you? How do you work?

These elements will influence every aspect of your rebrand. Thus, you need to make sure each is clearly documented. You might find that you have a partial version of your Brand Heart articulated, but this is the time to reevaluate and make sure it accurately reflects who you are and what you’re trying to achieve going forward.

How to do it: Use our  Brand Heart workbook to articulate your purpose, vision, mission, and values. 

Pro tip: Provide transparency into the process.

It seems obvious, but transparency helps everyone from your designer, to project manager, to CMO understand exactly what’s happening, who’s handling it, and what is expected. Clear, concise documentation of everything, from your Brand Heart and timeline to budget and brand audit questionnaire, is tremendously helpful. Your project manager should be in charge of keeping research organized, documents updated, and everything stored in an easy-to-access place.

Step 7: Clarify your brand messaging.

You might be tempted to dive into your logo design or visual assets first, but remember that your visual identity is an extension of your messaging. Thus , it’s important to articulate your brand messaging first, including your:

• Brand essence (voice, tone, personality) 
• Brand messaging pillars

These messaging elements can become stale over time, especially if it’s been decades since you rebranded. Your goal is to create messaging that is consistent, cohesive, and aligned to your brand goals. 

How to do it: You may need to start from scratch or refine your existing brand messaging. For more help in doing it, follow our guides to:

• Write an effective tagline .
• Write a strong value proposition .
• Complete your brand messaging .
• Find your brand voice .
• Discover your brand personality .

Step 8: Design your visual identity.

When most people think about doing a rebrand, they think about a brand’s visual identity, focusing only on what it looks like. But, again, your visual identity is simply a reflection and extension of who and what your brand is, which is why it’s important to have those locked before you tackle this step. 

That said, your visual identity is the “face” of your brand, so it should represent you well at every touchpoint. To do this effectively, you need to design an identity that is:

• Comprehensive: It should empower designers to create all sorts of content, whether it’s a motion graphic on your website or a banner at a trade show.
• Flexible: It should work across mediums, and be able to evolve as your brand grows.
• Intuitive: Each element should work together. 
• Accurate: It should communicate your brand personality effectively. 

That means that certain elements may need to be revised, updated, or added to your existing visual identity, including things like:

• Photography
• Illustration
• Iconography
• Data visualization
• Interactive elements
• Video and motion

It’s also important to approach your visual rebrand from the top down, as different elements influence each other, such as logo and color. 

How to do it: To design a strong visual identity, follow these tips to create a memorable brand identity , use our handy visual identity checklist , and get inspired by these awesome examples of successful rebrands . 

Step 9: Create your brand guidelines.

Some teams are resistant to or overwhelmed by change; you can’t just introduce the new branding and leave them to their own devices. You need to empower your team to apply branding correctly by presenting it all—your Brand Heart, messaging, and visual identity—in nice, neat guidelines.

To make things easier, provide comprehensive and easy-to-understand directions, along with things like real-world examples or checklists to make it foolproof. Your updated guidelines should be accessible and available to any content creator who needs them, and you also should designate a point person to answer any questions about how to apply them.

How to do it: Follow our tips to create a brand style guide that everyone can use.

Step 10: Roll out your branding.

Completing a rebrand is one thing; releasing it into the world is another. From briefing your team to announcing it to the press, there are a lot of things to think about. The better prepared you are, the more smoothly things will go. Thus, you should have a solid rollout strategy, both internally and externally.  

How to do it: Try these tips to help get everyone ready and onboard .

Support Your Team Along the Way

It’s easy to feel stressed during the rebrand process, but remember you can do it, get through it, and come out with a better brand in the end. This work is vital to shepherd your brand into the future, but it doesn’t stop once you introduce your new branding to the world. It’s only the jumping-off point. Now you have an opportunity to bring your brand to life at every possible touchpoint. 

Once you’re done celebrating the end of a long and arduous process, you can put your new branding to work in many ways: 

• Refine your content strategy to ensure it’s aligned to your new branding.
• Learn how to tell your brand story in unique ways.
• Optimize your content creation process to create high-quality content as effectively as possible.
• Track your results to find out how it’s working—and how you can continue to improve. 

But if you’re feeling stuck at any stage (or aren’t sure how to proceed), don’t get overwhelmed.  Hit us up if you think you could use some extra hands. We’d love to help tell your brand story in any capacity. 

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but how do you make the new logo I need help pls

Very good articulate step by step guide and tools on how to conduct a rebrand.

This is very impressive

That’s great to hear. Thanks.

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Home Blog Design The Language of Branding: How to Present Your Brand Identity

The Language of Branding: How to Present Your Brand Identity

Presenting your brand to a new market, investors, or even your client base, is a process that goes beyond a logo presentation. Companies seek the expertise of designers to express their core values through a visual language, going from typefaces, logos, color schemes, and many other components of what’s known as branding guidelines.

Whenever we have to present a brand, either because it is a new company or a re-branding process, customers aim to discover how their brand would look on different platforms like websites, social media, printed format, and more. Designers and teams should master the art of brand identity presentation to clear out any potential doubt in the target audience, and that’s the topic we shall discuss in this article. Stay tuned for insights on what brand identity is, why it is relevant for businesses and organizations, the process to generate a brand identity presentation, and how to disclose this information for company-wide alignment.

Table of Contents

What is Brand Identity?

The impact of a strong brand identity on any organization, the role of the personal brand, defining the brand’s mission, vision, purpose, and values, identifying your target audience, building a brand narrative, logo design, color palette and typography, images and other visual assets, defining the voice and tone of your brand, cohesive communication style, establishing objectives, branding guidelines, creating the slides for a brand identity presentation, selected templates for a brand identity presentation, final words.

We can define brand identity as the combination of content choices, from visual assets to the written word, representing a company’s values and aesthetics. It is the first impression a customer or investor can get from your brand. 

Brand identity is made out of these elements:

• Brand Visuals : Logo, color scheme, typefaces or fonts, illustrations, videos, photography, visual layouts.
• Brand Voice and Tone : The slogan, website written content, social media publications, email marketing, advertising copy, etc.

For some companies, both brand visuals and brand voice are pretty much apparent, as in the example of Red Bull, with its strong presence in multiple sports venues and worldwide advertisement, as well as with its slogan: “Red Bull gives you wings.”

Smaller companies, although they count on both elements, tend to focus on one aspect over the other due to a lack of resources and expertise. It is typical to focus on logos and visuals and neglect the option of counting with a powerful slogan. 

As stated by Forbes , having a strong brand identity is a key pillar in driving customers. It speaks of professionalism and induces both attracting and retaining customers, reinforcing customer loyalty over time if they identify with your brand’s values.

Increased Brand Recognition

Let’s consider the scenario of a new brand landing on a market niche. Establishing a strong brand identity from the beginning helps potential customers acknowledge your brand. This, in turn, makes customers clearly recognize what differentiates your product or services from competitors in that niche. 

Just in case you consider brand recognition and brand awareness as the same thing, they are individual steps on the ladder to customer acquisition. Brand awareness comes first, as potential customers know your company exists, but that won’t turn into leads. Brand recognition gives you better positioning in your niche, with endorsements over your work and the quality of your products. One example of brand recognition is Colgate, a brand anyone can associate with dental care, but that doesn’t imply every single customer available in that market will buy a Colgate dental paste.

Customer Referrals

The social proof factor drives new customers to land at your door by cultivating a brand identity that connects with the audience. This can be accomplished either through customer reviews, customer referrals, or influencer marketing – but none of these tactics can work if your brand isn’t identifiable by just naming it. 

Say, for example, we talk about the latest Samsung smartphone released. Anyone can get a mental picture of the smartphone’s appearance, features, and average price tag. If we talk about a less-known brand, Infinix, many people worldwide won’t know the brand exists. That’s strictly linked to their brand positioning in leading markets and their use of social factors associated with brand identity to promote themselves beyond their usual marketplace.

Increasing Customer Loyalty

According to the latest PwC Customer Loyalty Survey , 62% of Gen Z customers would recommend a brand they are loyal to friends and family. Although that percentage decreases with the aging generations, it doesn’t hit below 45%. 

A list of different factors could form customer loyalty:

• A company’s core values by which the customer feels identified.
• The product represents a lifestyle standard the customer has or aspires to have.
• Positive customer experience – this point, in particular, is critical, with 37% of the people surveyed in PwC’s report ditching a brand they were loyal to due to a bad experience with the product or service, followed by 32% that stopped purchasing due to poor customer service.
• Convenience – generally seen in the food industry, where people remain loyal to a brand as it always displays in stock and ensures the same quality.
• Rewards can be a driving factor, especially when customer loyalty is repaid through a rewards-gift program, like consumers acquiring points per purchase they can later exchange for products they like. 

A clear example of brand identity and customer loyalty can be found in the IT industry, with Microsoft and Apple. In 2022, the app Microsoft Teams was revised regarding the self-view being stuck to the bottom right corner of the screen during video calls – a distracting factor for over 5000 users. This could hardly seem a surprise if we remember “Trustworthy Computing” is to be considered among the mission statement of Microsoft. Blatantly ignoring the complaints raised by countless users would signify Microsoft is turning its back on its brand values, thus damaging its reputation and exposing itself to losing customers to competitors in the market, like Slack. Apple has experienced similar situations, revisiting released products or considering users’ complaints, such as when the Home button was removed from their iPhones. 

Brand identity concepts do not remain exclusive to companies, NGOs, or any other type of organization. Solopreneurs can adapt these teachings to growing their business positioning as their own name is, in some cases, a brand with immense value in their niches. Some notable cases are Oprah Winfrey, Gary Vaynerchuk, Lionel Messi, Kylie Jenner, and Dwayne Johnson, to name some cases. 

If we mention “The Rock” in any conversation (Dwayne Johnson), anyone knows who we are talking about. That’s the value a brand identity can bring to a solopreneur or influencer, but let’s analyze the factors that rule brand identity for personal brands.

Who Are You, and What Do You Have to Offer

Much like what happens with companies and organizations, personal branding is all about the value you bring to your audience. Customers resonate with your story, with the value you bring to the world, but also if your actions reflect values they currently possess or aspire to achieve: who you hang out with, what you do in professional life, which are your dreams and ambitions, etc.

Connecting with the Topics the Audience Cares About

Any life coach knows how to tailor the content their produce to grab the audience’s interest for acquiring new customers or building their brand reputation. They won’t waste efforts producing content beyond their expertise or what their target audience is seeking. This is being a specialist rather than a generalist. 

Initially, the content produced may drive little to no engagement. Still, the efforts pay back over time when consistent work becomes noticed by an audience with similar interests. Then, word-of-mouth, your name (your personal brand), starts to get the attention of people seeking that type of guidance or service. This process is well-known by solopreneurs worldwide, regardless if their contribution is linked to helping others or if they are professionals who work their career path individually (i.e., software developers, graphic designers, chefs, etc.)

Connecting with the human factor

Have you questioned why so many content creators place themselves in front of a camera when they speak rather than sticking to a voiceover method while showing relevant content to their brand? The quote, “People buy from people that they know, like, and trust” (Bob Burg, Endless Referrals , 1993), is still relevant to date. 

Marketing campaigns are usually created showcasing a person using a product or service. Personal brands should use their skills to build trust with their audience, increase loyalty, and prove why their product or service will change their lives for good. 

One of the big reasons why Apple entered the cult reputation they have is because of Steve Jobs. People connected with Jobs’ view of the world, his creative capacity, and his work ethic. Tim Cook holds the same torch nowadays, and his influence has shaped how Apple reacted to the abrupt changes in the technology market. A good example of this, and why it builds trust, is the refusal by Apple to share user data , a tendency that has led Meta and other companies in the same industry to face massive backslash and even legal actions. 

Branding Style

As a final note on personal branding, solopreneurs build their followers by developing an aesthetic in which they produce their content. This involves visual layouts, color, environment, fonts, music, transitions (for video), lighting setup, and more. What they guarantee from that hard work is that people easily identify the content by whom it is produced. These rules also apply to the tone used when disclosing content, whether it’s funny, serious, or inspiring. 

Applying a branding style should be cohesive, covering video content, website, social media posts , email marketing, and any other medium you use. Even when creating an email signature or a simple social media post, maintaining consistency in your branding style is crucial to making your brand easily recognizable and memorable to your audience.

Creating a Brand Story

This section will cover the core elements you need to create a brand story for creating your company’s or your personal brand identity.

This essential step will give you insights into what should be reflected in terms of the narrative and the graphical assets. 

Defining the Brand’s Mission

The first step in this process is defining the brand’s mission. You need to identify the core values that guide your brand. What the brand stands for, and what is its aspiration. In order to do this, it is required to analyze the target audience to understand their needs, desires, and pain points, then acknowledge where your brand stands in terms of providing a solution.

A SWOT analysis can give you valuable insights into those aspects mentioned above and find hidden opportunities.

Continue by crafting a concise but powerful mission statement . It should be specific, actionable, and give a sense of direction to any of your team members.

Defining the Brand’s Purpose and Core Values

In order to create a Vision for our brand, we must first define its Purpose and Core Values. Consider the essence of your brand. What does it stand for, and which attributes do you want it to be recognized for. In the case of companies, this task will involve the insights of different stakeholders and team members. Don’t ignore the opinion of any of the members representing the brand, and encourage honest discussions so you can address the main elements that resonate among all parties.

Clearly define each value with a level of detail that allows you to repurpose that content for publication if required (i.e., adding a page labeled “Our Values” on your website). 

The Purpose is derived from these Core Values. It should consider the brand’s impact on different tiers: target audience, industry, and society. For example, a company whose core values are linked to preserving the environment will craft a purpose statement that will link its intention to help society as a whole.

Defining the Brand’s Vision

The Vision leads the long-term path, aligning your efforts with the aspirations you define. On this behalf, the first step is to revisit the brand’s purpose. This is why your brand exists; the vision statement should reflect that. 

Proceed to picture the future state of your brand. Where do you see yourself and your team in 2 years? In 5 years? Maybe in 10 years? Answering those questions in alignment with the mission, core values, and purpose makes the path clear to define what you envision for this brand. 

Remember, a brand’s vision can be changed over time and this tactic that companies in the growth process tend to apply, as once they fulfill their vision, they move toward new horizons.

Although we should have defined the target audience to create the mission statement, this step involves going a layer deeper to gain further insights. We will use an example to illustrate this situation.

Acqua Vital is a skincare company that produces cruelty-free products, apt for vegan consumers who seek the best quality organic ingredients to create their products. They take their purpose of bringing skin care and environmental conscience together to the point of working with recycled packaging and offering seminars on selecting the best skin care products according to age and lifestyle needs. In this way, Acqua Vital fulfills its vision of becoming their region’s leading eco-friendly skincare brand.

Now, who would be Acqua Vital’s target audience? For instance, vegan consumers and animal lovers are targeted by the composition and manufacturing processes to create their products. Their ICP (ideal consumer persona) should reflect these values:

• Conscious or activist for the rights of animals in skin care testing procedures.
• Vegan (non-exclusive).
• Concerned about environmental health.
• Someone who lives an active lifestyle in contact with nature.
• A person that doesn’t care about paying more for quality, organic ingredients.
• A person who is interested in knowing the ingredients and procedures that involve creating their skin care products.
• Optional: People with specific skin necessities that cannot use chemical-based products.

Using this methodology helps to narrow down the potential consumers of a brand and direct the brand identity to make it both relevant to the company’s values and attractive to the target consumer.

Now that we have all the initial assets, it is time to construct the narrative that connects all these factors and back up both Visual Branding and Verbal Branding. 

You can use a storytelling structure, like the hero’s journey, to explain what drove your brand to act upon solving a specific need in the market and how your brand brings a solution to that. Multiple storytelling models can be used for the brand narrative or to present the brand identity to an audience. 

Ensure to establish an emotional connection with your audience by emphasizing the brand’s core values and how this brand will work to help the customer’s life. This can be tailored to meet the communication channel touchpoints, as the audience that reaches your website may not be in the same demographic group as those who met you via TikTok. Visual communication techniques should be applied in this section to create quality content that resonates with the ICP. 

Visual Branding Elements

Making a successful logo presentation is vital for brand identity design projects. The idea is that the logo easily reflects the brand’s core values, but just exposing the logo in plain format won’t help people identify the context.

Ask your designers to deliver the logo (and editables) with real-life situation scenarios applied. Say, your brand is about coffee barista accessories, then have your logo placed in a coffee mug or a French press machine. Give as much realism as possible, and also test the logo’s functionality in other mediums like print format (branding kits are a great help for this purpose).

The selected color palette and complementary colors for the branding project must be included among the branding guidelines the designers should deliver. This helps members in a company-wide context to acknowledge the usage of color and typefaces in content production, including an advertisement, written copy (blog or email marketing), PDF deliverables, etc.

If the color palette is made out of exclusive colors, then the HEX values must be specified for easy replication and showcasing a sample of that color. 

For typography, the branding guidelines must showcase the typefaces used in headings and subheadings, the allowed formats for bold and italic, and selected combinations for pages and print.

We recommend you check our articles on color theory and fonts for presentations for more insights about how to select good options for your project.

Photography, illustrations, and video should be handled with care. As mentioned before, these elements should work in combination with the other branding assets, as they are touchpoints that users will come across to discover your brand. 

Seek the help of professional designers and photographers to list in your corporate identity design project the guidelines regarding which color grading palette to use, layout settings, white balance, and tonal range, etc. For illustrations, style, and color palette must be checked before using any asset.

Verbal Branding Elements

Expressing the brand’s voice implies recognizing its authenticity value. Some community managers are masters in the art of connecting with their target audience while remaining in their role of being a brand and not a person. A clear example is seen on Twitter, where some brands nail this strategy: the Massachusetts Institute of Technology (MIT) Twitter account is filled with research information relevant to students and academics, nerdy facts, and sharable knowledge that can serve society in general. 

As a general rule, don’t force a funny or formal tone in your brand’s content; users see through that easily these days. Remain respectful of your audience, balancing the communication style to represent your brand with the context you wish to disclose content – meaning, the channel in which you are distributing the message.

A book by Alina Wheeler named “ Designing Brand Identity: An Essential Guide for the Whole Branding Team ” defines this term: “A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.” Reusing the Red Bull example, “Gives You Wings” is the company’s tagline, and it is so connected to the company’s core values that multiple initiatives are reflected by that slogan, such as its charity program “ Wings For Life ,” a foundation that seeks to find a cure for spinal cord injuries.

We can then ask, what is the difference between a tagline and a slogan? The end use of the catchphrase can distinguish that. The tagline represents the brand and its values. In contrast, the slogan is used for a specific product or campaign. We can identify the ever-popular “ Just Do It ” from Nike as a successful use of a slogan. 

Follow these tips to build a powerful tagline:

• A tagline must be memorable, likable, and related to a brand’s core values.
• Use emotional value to connect with the target audience.
• Condensing a tagline works best than working with a large format. 
• Avoid using jargon, as any potential customers should be able to understand the tagline, even if we talk about someone not working in the same industry.
• Work with your USP (Unique Selling Points). What do they highlight in terms of your brand’s competitive advantage?
• Use persuasive language or work with creative wordplay to make it more engaging.

With all the elements on the table, we wanted to bring extra clarity to this point. Sometimes a brand can have multiple community managers working for different channels. This is common in large corporations or brands with a massive follower base. 

Whenever content is shared through a channel, that content should be in accordance with what’s previously published in that channel and the general branding guidelines for publication. Still, they must also resonate with your brand’s voice. This ensures that the brand persona is not altered, regardless of whom is making the publication. 

How to Present a Brand Identity

Before designing a brand identity, establish the intent of this new strategy. Is it a permanent rebranding or a refresher of an existing identity design? Is it a new brand identity for a new business? 

In some cases, rebranding can be temporal to promote an aggressive marketing strategy . A clear example of this is Burger King’s ad campaign saying they were rebranding to “ Fries King ” in 2013. Although this caused an uproar, the effect was as desired: everyone talked about Burger King and its french fries.

The Branding Guideline is a document created by designers during any branding project. It should be updated as the brand evolves, but overall, it has to list these elements:

• Primary Logo and Logo Icon : The first is used by default; the Logo Icon can be used as a favicon, as part of social media publications, or in printed media. Logo placement and minimum size requirements must be mentioned.
• Possible Color Schemes for the Logo : If a brand works with a text logo, that can have a color or be a monochrome logo. In any case, approved contrasting formats of the logo need to be specified. For example, a black logo has an approved white text format with a black background.
• Typography : The selected styles need to be expressed with a justification of why they were chosen concerning the brand’s personality. It is advised to list the entire set of characters that build each typeface in both uppercase and lowercase, as some languages may have restrictions with special characters.
• Typical Typeface Combos : Show a document in which you display a case use of the typefaces selected, specifying the font size, font weight, letter spacing (kerning), and any other relevant aspects like line spacing. 
• Color Palette: List the accent colors to use, neutral colors, and secondary and tertiary color options, and their HEX, RGB, and CMYK values. Disclose why those colors were selected in relationship with the brand and possible color combinations depending on the context.
• Images and Other Media : List the typical dimensions the images should have for the channels they will be distributed. If a layout is required, show the design and list the file name to use in such a case. Mention the required export format for images, audio, and video.
• Use Cases : Showcase samples of typical social media publications, web banners, email marketing, etc.

We will use the example of Acqua Vital to list down the slides that should be included in a brand identity presentation. This will be a rebranding process for the company. The PowerPoint slides for this presentation will be created using our Professional Company Profile PowerPoint Template .

Slide #1 – Title Slide

As in any other case, start your presentation with a title slide that briefly introduces the idea of why the presentation is taking place.

Slide #2 – Introduction

Expose the reasons and processes that triggered the idea to rebrand the company. Bring some clear facts on predictions about how the target market would react to a new branding strategy. An extra slide can be added to introduce the ICP to fellow stakeholders.

Slide #3 – Logo Presentation

Introduce the new logo and its values to potential buyers, and use real-case scenarios to present the logo in style. Discuss the brand’s tone to present itself and interact with the market. If there’s a tagline or a slogan, list it in this slide.

Slide #4 – Color Palette

Similarly to the brand guidelines document, showcase how color will be used for this new brand identity.

Slide #5 – Typography Styles

Introduce the typefaces to be used and their font variations depending on the context. A good rule to follow is to present a web copy and a printed copy example if the company handles both mediums.

Slide #6 – Image Styles

List down the image styles approved for any kind of publication related to the brand and the minimum size requirements for each medium.

In this section, we will list the templates we recommend from our catalog to present brand identity to stakeholders. These templates work with any version of PowerPoint and also Google Slides .

1. Brand Identity Prism PowerPoint Template

Use This Template

2. Brand Essence Wheel PowerPoint Diagram

3. Brand Marketing PowerPoint Template

4. Professional Company Profile PowerPoint Template

5. Infinite PowerPoint Template

6. Impactful PowerPoint Template

As we have seen, knowing how to create a brand identity is not a complex process but involves multiple steps and inputs from different teams. 

Consider estimating the effort dedicated to running your company’s brand identity campaign before labeling it as temporal or permanent branding. Individual elements like the tagline and slogan can be easily updated. Changes in the logo or vision involve a coordinated effort between stakeholders.

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Brand, Brand Positioning Filed under Design

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The history of the iconic Lamborghini logo and badge

Lamborghini has long been known for building extroverted, over-the-top exotics , so it’s no surprise its current logo — a buff bull — is an in-your-face exclamation mark on the hoods of the wedge-shaped wonders. The history of the Lamborghini logo has nearly as many twists and turns as the story of the company itself; it also has a little more to do with its founder’s personal taste than any kind of macho display of power and performance.

How many Lamborghini logos have there been?  

Although most exotic car fans associate Lamborghini with its stampeding bull (gold, on a black background), there have been five different logos associated with the brand since the company’s founding in 1953. Not only that, but the current badge’s color scheme didn’t arrive until roughly two decades after Lamborghini was willed into existence by its founder, Ferrucio Lamborghini . The bull has almost always been a key element of its visual presentation, though.

What was the first Lamborghini logo?  

Lamborghini Trattori started doing business in 1948, building tractors aimed at the region’s agricultural concerns after the Second World War. The original logo for the company reflected its modest roots, taking the form of a triangle divided up into three sections and given a forced perspective to simulate the appearance of a pyramid as seen from the top down.  

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In each of the logo’s three quadrants was placed a single letter, which together spelled out “F L C.” The first two represented Ferrucio Lamborghini’s initials, with the “C” standing in for Cento, or Pieve di Cento, where the company was headquartered.

The next Lamborghini logo represented a major shift

There are numerous legends surrounding Ferrucio Lamborghini’s decision to begin producing sports cars. Most of these center around his perceived displeasure with the quality of Italy’s existing high-end automobiles, specifically Ferrari, and note that Lamborghini thought he could do better in terms of building fast, reliable, and beautiful cars.  

In 1963, Automobili Lamborghini was officially born, opening its factory just a 20-minute drive from Lamborghini’s industrial operations in Sant’Agata Bolognese. With the new venture came the need for a fresh logo, one that could capture the intensity and performance Ferrucio was pouring into his new enterprise. It was then that the famous Lamborghini bull appeared for the first time.

Why did Lamborghini choose a bull?  

It might seem as though the Lamborghini bull, which was to form the centerpiece of the brand’s logo for the next 60 years, was somehow tied to the power of the cars being built in Sant’Agata, but the real reason was far less dramatic. Ferrucio Lamborghini was born a Taurus (one of the 12 astrological signs, for those who don’t practice), and he felt the symbol represented him personally.  

The fact that the bull is shown in “fighting” stance is a further reflection of Ferrucio’s tastes, as he was a fan of bull fighting. The original Lamborghini bull was portrayed in black and white, set against a red shield, giving the logo a coat-of-arms look.

There’s more to the logo than the bull  

Often forgotten but certainly prominent on vehicles produced during the heyday of the original Lamborghini logo, was the inclusion of a scripted “Lamborghini” name that made prominent use of the swoops and swirls found in cursive script. It also offered a three-dimensional relief when forged out of metal and applied to a vehicle. The Lamborghini font often accompanied the badge and was placed directly underneath.

The (brief) golden age arrives  

In 1972, right around the same time Ferrucio was forced to sell his controlling interest in the company, Lamborghini revamped its fighting bull logo. Shifting away from red and white to a gold-on-black color scheme, the lighter color served to fill in the animal’s body and frame the black badge. The “Lamborghini” name was also excised from below the logo and incorporated into the badge itself, arching above the bull’s tail at the top in all-caps letters.

Ferrucio fully exits, and a new logo is born  

By 1974, after having stayed on to work in the factory, Ferrucio Lamborghini decided to call it quits entirely. He sold his 49 percent of the automaker’s shares, and thus began the revolving door of ownership that would keep the company’s books about as balanced as a tilt-a-whirl over the course of the next 25 years or so.  

With Ferrucio completely out of the picture, Lamborghini underwent yet another visual rebrand a mere two years after it had adopted the golden bull. The decision was made to keep the look of the logo relatively status quo, with the bull staying put inside its shield enclosure. The colors, however, were wiped from the slate, with the badge going black-and-white and losing the shaded-in arch at the very top. The font for the Lamborghini nameplate was also modernized, remaining all-caps above the bull but moving to a thicker lowercase look (with a capital L) underneath the shield itself.  

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This logo remained relatively consistent for nearly a quarter of a century, with various ownership groups making small tweaks to its size, spacing, and organization but largely leaving the overall theme alone.

Stable ownership at last — and an equally long-term logo  

In 1998, Lamborghini was purchased by Volkswagen, ending its status as a global hot potato brand and giving it firm financial footing for the first time in decades. Eager to embrace its heritage and start the relationship off on strong footing, Lamborghini decided to return to the golden bull look, albeit one that featured a wider badge, a more muscled-looking bovine, and gold lettering on a fully black background inside the shield versus the black letters on golden arch that had been present the first time around.

A simpler look enters the ring

In March 2024, Lamborghini unveiled yet another evolution of the bull, which will be used for corporate branding as well as on future models. The company touts a wider typeface than before, as well as an affirmation of black and white as the primary colors, with yellow and gold serving as accents. The bull will appear in various capacities without the shield for the first time, and the company used the shift to also introduce a font and icons based on its logo that will be used across its communications and publications.

More Lamborghini logo variations and details  

Front of the Lamborghini factory.

Lamborghini dealership sign.

Lamborghini Murciélago headrest.

Lamborghini Aventador J launch.

1968 Lamborghini Miura P400 speedometer.

1966 Lamborghini 400GT Monza odometer.

Lamborghini Countach 25th anniversary logo on the bumper.

2022 Lamborghini Countach LPI 800 sideview mirror. 

Lamborghini 350GT hood with logo.

Lamborghini carbon skin logo. 

Lamborghini Countach 25th anniversary wordmark logo. 

Lamborghini Diablo engine logo.

Lamborghini Diablo 6.0 SE logo closeup. 

Lamborghini Countach 25th anniversary doorsill logo. 

Lamborghini Polo Storico logo.

Lineup of Lamborghinis in front of the factory. 

Lamborghini Huracán production line.

Sports bettors may be getting bored with ESPN Bet just 6 months after its head-turning rebrand from Barstool Sportsbook

• Penn Entertainment's ESPN Bet lost steam right after a hot start.
• Battling online-betting incumbents like DraftKings and FanDuel has been challenging and costly.
• The sportsbook is in trouble unless it can build a loyal customer base without too many promotions.

Penn Entertainment, the operator of ESPN Bet, is struggling to parlay its branding partnership with the self-proclaimed "worldwide leader in sports" into profits.

Sports bettors flocked to ESPN Bet after its mid-November launch . The sportsbook captured 8.1% of the market in its first month, which easily exceeded expectations. Taking a 10% to 20% market share by 2027 didn't seem like such a stretch — even in a crowded, competitive space.

But six months later, ESPN Bet's early momentum is evaporating. Its market share in online-sports-betting in March was 3.7%, which was up from a ghastly 2.5% in January, according to statistics from Bank of America. Wagers on the platform are a fraction of what industry titans like DraftKings and FanDuel bring in or even mid-tier players like BetMGM.

That's terrifying for Penn after a high-profile swap in which it sold Barstool Sports for just $1 and reached a multibillion-dollar deal with ESPN. The gamble appears to be riskier than analysts thought and it could be an outright disaster if ESPN Bet doesn't perform better than Barstool Sportsbook.

"Penn appears to have attracted a more casual bettor, and they are spending less than expected," Shaun Kelley, a Bank of America gaming analyst, wrote in a May 13 note. "Some of this is product-driven, but it's concerning that monetization is so far below tier-two operators and even Barstool."

Penn declined to comment for this story, though a spokesperson referred to comments made by the company in its first-quarter-earnings presentation in early May.

Generous promotions are a bet that hasn't paid off

Bank of America highlighted ESPN Bet's regression as a major red flag for Penn . The bank's gaming analysts downgraded the stock to neutral and slashed its price target by 37.5%.

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In the first quarter of 2024, Penn's interactive segment headlined by ESPN Bet lost nearly $200 million on an adjusted basis. For the online sportsbook to break even, its market share would need to more than double from its 3% to 4% range, Kelley wrote.

Aggressive promotions are one way to make inroads in the cutthroat online-sports-betting industry. But Bank of America believes Penn is already too generous, noting that ESPN Bet's promotions make up about half of its gross gaming revenue — which is the revenue the company brings in from bets after paying out winnings — compared to its peers' revenue of around 30%.

ESPN Bet wouldn't be the first sports-betting company to spend its way to the top with hefty marketing and promotions before having to pull back to the detriment of market share.

To succeed , Bank of America said ESPN Bet must grow revenue while cutting costs by building a loyal customer base that wagers frequently with limited promotions. That's challenging on its own, let alone in a market dominated by rival sportsbooks that are larger and have more features .

Penn is working on bolstering ESPN Bet with improved parlay bets and account sharing, but that likely won't be for months. And when those features are ready, luring back past users may not be easy.

Bank of America said that if a revamped ESPN Bet draws in new customers during football season, Penn could be staring down a $300 million hit for the second and third quarters. If those changes are delayed, its fourth-quarter market share may also be in jeopardy.

'That's not going to be acceptable': A troubling omen for ESPN Bet

If ESPN Bet flops, it will be a crushing blow for Penn but merely a disappointment for Disney.

The House of Mouse is getting $150 million a year over a decade to license the ESPN brand, plus $500 million of warrants to buy Penn shares. Plus, it can leave the deal if it wants to.

Still, Disney's CEO Bob Iger — who had been reluctant to tie the company to gambling — can't be pleased with ESPN Bet right now.

So, what's next? Penn's CEO Jay Snowden may have already shared the answer.

"We're not doing this deal to be 4% or 5% market share players," Snowden said on the company's earnings call last August. "That's not going to be acceptable for us. It's not going to be acceptable for ESPN. And so you should assume if those are the ranges you're in, that's not going to work out long term."

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Ads On HBO? Max Looks To Become Much More Than That As It Gains Commercial Traction

By Dade Hayes

Business Editor

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Ryan Gould, Head of Digital Ad Sales for WBD, whose tenure at the company includes the period when HBO Max launched, said the advertising effort has “definitely come a long way.” What has remained consistent about it through all of its iterations, he said, is “the emphasis on really preserving an ultra-premium user experience with really unique ad executions … and understanding that the viability of the platform is really predicated on the cultural relevance and premium nature of the content.”

Noting that the service averages just four minutes of commercial time per hour, Perrette said, “There’s a reason we call it ad- lite .”

Asked about the current scale of the ad tier, Gould said there is “not a huge audience disparity on ad-lite versus ad-free. The audience is very similar. The median age for ad-lite is 39, one of the youngest in our portfolio.” About 40% of subscribers to the ad tier are classified as multicultural, he added, which is “a great complement to the rest of our portfolio.”

While total ad sales fell 7% in the quarter, the company said, direct-to-consumer revenue (including advertising) shot up 70% year-over-year. CFO Gunnar Wiedenfels said the DTC segment is “beginning to scale nicely,” in part due to ads. By the end of 2023, about half of all net new subscriptions were to the advertising tier.

When HBO Max rolled out ads about a year after its Covid-addled launch, it walled off HBO content from the effort, in part due to contractual obligations stemming from the original ad-free nature of HBO on cable. In the streaming era and since the close of the $43 billion WarnerMedia-Discovery merger in April 2022, that approach has changed, though HBO shows are still not interrupted by ads.

Jon Steinlauf, Chief U.S. Advertising Sales Officer at WBD, cites the premiere earlier this year of True Detective: Night Country as an example of the company’s strategy. The snowy series was shot in Iceland and set in Alaska, he noted.

“When we started to hear more about the storyline, ad sales goes to work and says, ‘What would thematically be something that would be fairly seamless and supportive, almost endemic to the series itself?’ And a rugged truck that’s really geared toward tough terrain was one of the early choices,” he recalled. “We created custom content that was in the look and the feel of the series itself. So you’re in an ad-supported household, you turn on Episode 1, you see before the program starts, you have a non-skippable 60 [second ad], it could be creative that we shot, next to one of their brand ads. And then there’s a message that speaks to people who have paid six, seven, eight dollars less to see ads. … ‘This episode is brought to you commercial-free by GMC Sierra.'”

Ads appearing next to HBO programming are “one of the biggest changes” of late, Gould said. The value of selectively trying to leverage the 50-year-old network’s brand, as Perrette sees it, is that “you don’t need to tell any marketer about the value of HBO.”

Prior to his current role, Gould oversaw ads on Bleacher Report, the company’s longtime digital sports powerhouse. It has factored into a lot of sponsorships across the board, from linear TV to streaming. The sports add-on tier, especially this spring with NBA and NHL playoff games, as well as CNN Max for news are additional draws for advertisers.

Warner Bros. Pictures, in keeping with the feature-film theme of upfront week, will also get major billing at the WBD upfront. Theatrical hits like Barbie and Wonka have been big subscriber draws for Max, whose ad-lite subscribers can see them after a pre-roll of ads.

What does talent make of this newly sponsored world? “They see it more and more as a partnership,” Perrette said.

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