Examples of Successful Rebranding Strategies

Lessons Handmade Sellers Can Learn From Iconic Brand Refreshes

Rebranding is more than just changing a name or logo—it’s about repositioning your business to better reflect your values, connect with your audience, or meet evolving market demands. Some of the world’s most recognizable brands have executed rebranding strategies that not only refreshed their identities but also reinvigorated their businesses.

For handmade sellers, rebranding can signal growth, target a new audience, or solve branding challenges. In this post, we’ll dive into examples of successful rebranding strategies and highlight actionable lessons you can apply to your own handmade business.

1. Dunkin’ (Formerly Dunkin’ Donuts)

The Strategy:

Dunkin’ dropped “Donuts” from its name in 2018 to position itself as a beverage-first brand, reflecting its growing focus on coffee and other drinks. The company also updated its logo with a fresh, modern look while retaining its signature pink and orange colors.

Why It Worked:

• Simplification: The new name is concise, memorable, and more versatile.

• Customer-Focused: The rebrand aligned with customer preferences for beverages over donuts.

• Consistency: Dunkin’ maintained recognizable elements like its colors and font style, ensuring a smooth transition.

Takeaway for Handmade Sellers:

If your business is expanding beyond its original niche, consider simplifying your name while retaining familiar elements that your audience loves. For example, “Rustic Candles Co.” could evolve into “Rustic Haven” if you’re adding home goods to your lineup.

2. Airbnb

The Strategy:

Airbnb unveiled a new logo and brand identity in 2014 to reflect its mission of “belonging anywhere.” The updated logo, the Bélo, symbolizes community, connection, and trust. The company also revamped its website to improve usability and storytelling.

Why It Worked:

• Meaningful Symbolism: The new logo encapsulated Airbnb’s values and mission.

• Enhanced User Experience: The rebrand wasn’t just cosmetic; it improved the customer experience.

• Storytelling: Airbnb’s rebrand focused on creating emotional connections with its users.

Takeaway for Handmade Sellers:

Infuse your rebrand with meaning. If you’re updating your logo or packaging, ensure it reflects your brand story and values. For example, a jewelry maker might design a logo inspired by nature if their pieces are sustainably sourced.

3. Etsy (Formerly GetCrafty)

The Strategy:

When Etsy rebranded from “GetCrafty,” it adopted a unique and abstract name to differentiate itself in the handmade marketplace. The change helped the brand stand out and allowed for scalability as the platform grew beyond its original concept.

Why It Worked:

• Distinctiveness: The new name was short, easy to remember, and free from niche limitations.

• Scalability: Etsy’s name was broad enough to support a growing variety of sellers and products.

• Creativity: The name reflected the artistic and handmade focus of its sellers.

Takeaway for Handmade Sellers:

Choose a name that allows your business to grow. Avoid overly specific names like “Lisa’s Candles” if you plan to expand into other product categories. A name like “Wildwood Creations” provides flexibility while maintaining a creative edge.

4. Old Spice

The Strategy:

Old Spice reinvented itself in 2010 with a bold, humorous ad campaign targeting a younger audience. The company also updated its packaging and messaging to appear modern and relevant while maintaining its legacy as a trusted brand.

Why It Worked:

• Audience Shift: Old Spice successfully reached a new generation of buyers.

• Bold Marketing: The humorous, viral campaign made the rebrand unforgettable.

• Product Evolution: The rebrand aligned with updated products and scents to match contemporary preferences.

Takeaway for Handmade Sellers:

If you’re targeting a new audience, align your branding and marketing with their values and interests. For instance, if you’re shifting focus from Gen X to Millennials, consider playful packaging or social media-friendly designs that appeal to younger buyers.

5. Burrow

The Strategy:

Burrow, a direct-to-consumer furniture brand, rebranded to emphasize its focus on comfort and simplicity. The name evokes the coziness of burrowing into a nest, perfectly aligning with its mission of creating stylish, comfortable furniture.

Why It Worked:

• Emotional Resonance: The name creates a sense of comfort and home.

• Consistency: The rebrand carried through to its minimalist packaging and website.

• Clear Messaging: The name reflects the brand’s core mission without overcomplication.

Takeaway for Handmade Sellers:

Choose a name that evokes the emotions or experiences you want customers to associate with your products. For example, a brand selling handmade blankets might consider names like “Cozy Loom” or “Hearth & Thread.”

6. Mailchimp

The Strategy:

Mailchimp updated its branding in 2018 with a modern, playful aesthetic to reflect its creativity and approachability. The company introduced a vibrant new color palette and whimsical illustrations while maintaining its core mission of empowering small businesses.

Why It Worked:

• Playful Visuals: The new look appealed to creative entrepreneurs.

• Consistency: Mailchimp kept its name and familiar mascot, ensuring continuity.

• Boldness: The rebrand stood out in a traditionally corporate industry.

Takeaway for Handmade Sellers:

Don’t underestimate the power of visuals in a rebrand. A bright, creative logo or packaging design can give your business a fresh, modern look without changing its name.

How Handmade Sellers Can Apply These Strategies

1. Align With Your Vision

Your rebrand should reflect your growth, values, or new direction.

Example: Transitioning from “Lisa’s Jewelry” to “Timeless Spark” signals a focus on elegant, lasting pieces.

2. Stay True to Your Audience

Make sure your new branding resonates with your ideal customers.

Example: A rebrand targeting eco-conscious buyers might use earthy colors and a nature-inspired name like “Willow & Wren.”

3. Communicate Clearly

Announce your rebrand with transparency to maintain trust. Share why you’re rebranding and how it benefits your customers.

Summary: Lessons From Successful Rebrands

Rebranding can transform your handmade business by refreshing your identity and appealing to new audiences. By learning from successful strategies like those of Dunkin’, Airbnb, and Etsy, you can approach your rebrand with confidence and creativity.

Key Takeaways:

• Keep it simple and memorable.

• Ensure your new branding reflects your mission and values.

• Communicate clearly and involve your audience in the process.

A successful rebrand isn’t just about a new name or logo—it’s about aligning with your vision and building stronger connections with your customers.