Customers Notice When Companies Rebrand

Nearly all consumers notice when companies rebrand or change their looks, and how those changes are handled determines whether consumer trust grows or fades, research firm Clutch maintains in a new report.

Clutch's study found that 98 percent of consumers notice when a favorite brand rebrands, whether through a new logo, packaging, or color shift. Rebranding, the company said, can signal progress or spark confusion, and nearly all consumers notice the difference. Most respect updates that show a brand staying current, but abrupt or unexplained changes can trigger backlash, it said further.

"Rebranding is inevitable, but perception is everything," said Jeanette Godreau, a Clutch analyst who manages content on branding and design. "Consumers respond best when changes feel authentic and aligned with the brand they already trust."

Clutch's research also found that 87 percent of consumers form assumptions when a familiar brand changes its look or messaging. Among them, 43 percent see the change as the company's attempt to stay modern, 19 percent as following trends, and 13 percent as shifting audiences. Twelve percent suspect problems behind the scenes.

Transparency shapes perception, Clutch said, noting that when companies explain their reasoning, skepticism falls and credibility rises. Consumers who understand the purpose behind a rebrand are far more likely to see it as intentional and trustworthy.

Clutch's research also found that 92 percent of consumers say rebrands can be necessary, but execution matters. More than half (55 percent) support updates that fix outdated design, 52 percent support rebrands that keep brands relevant, and 47 percent value efforts to reach new audiences. Additionally, it found that consistency drives trust: 52 percent of consumers prefer small updates every few years, while only 17 percent welcome frequent changes, and 44 percent say too many rebrands reduce their trust.

"Authenticity drives acceptance," Godreau said. "Changes that align with a brand's mission, product, and purpose build stronger connections with customers."