In today’s fast-paced, ever-changing marketplace, standing out from the competition is more critical than ever. Businesses that fail to evolve risk being left behind, but rebranding is a complex, high-stakes process that requires more than just a fresh logo or new colors. That’s where a brand consultant becomes invaluable.

A professional brand consultant helps businesses reshape their identity, messaging, and visual presence to better connect with their audience and thrive in their market. This blog explores how real companies transformed their fortunes by leveraging the expertise of brand consultants. Through these examples, you’ll understand why investing in a brand consultant isn’t just a good idea — it’s essential for sustainable growth.

Why Businesses Rebrand: More Than Just a Makeover

Before diving into case studies, it’s important to understand the why behind rebranding. Rebranding goes beyond aesthetics — it’s about redefining your business’s purpose, values, and market positioning. Common reasons businesses seek a brand consultant include:

• Market Shifts: Consumer preferences evolve, new competitors emerge, and industries transform.

• Mergers and Acquisitions: Combining companies often requires unifying branding to avoid confusion.

• Negative Reputation or Image: Damage control or fresh starts necessitate a new brand identity.

• Expansion: Entering new markets or introducing new products often calls for rebranding to appeal to new audiences.

• Outdated Brand Identity: Aging designs and messaging can alienate modern consumers.

A brand consultant guides this complex process, balancing creative vision with strategic insight.

Case Study 1: Airbnb — From Confusing Concept to Global Giant

Challenge: Airbnb started as a niche platform offering shared living spaces. Its original branding was quirky but unclear, and many consumers didn’t understand the value proposition.

Solution: Airbnb hired a brand consultant agency to refine its message and identity. The consultant helped articulate Airbnb’s core mission: belonging anywhere. This included designing the iconic “Bélo” logo, symbolizing people, places, and love.

Outcome: The rebrand was a turning point, creating a universal, trustworthy, and memorable brand. Airbnb transformed from a struggling startup into a global hospitality leader, with a brand recognized worldwide.

Takeaway: A brand consultant can transform confusing or vague brand messaging into a clear, compelling story that resonates deeply with customers.

Case Study 2: Old Spice — From Grandpa’s Cologne to Millennial Icon

Challenge: Old Spice was perceived as an outdated brand, popular mainly with older generations. Sales were declining, and younger audiences were largely disengaged.

Solution: With the help of a brand consultant, Old Spice pivoted to a humorous, bold, and irreverent tone. The consultant advised on a campaign focusing on millennial men, featuring quirky ads and a fresh, modern visual style.

Outcome: The campaign was a massive success, rejuvenating the brand’s image and significantly increasing sales. Old Spice became a cultural phenomenon with viral videos and increased market share.

Takeaway: Strategic rebranding guided by a brand consultant can reposition a company to capture new audiences without alienating loyal customers.

Case Study 3: Domino’s Pizza — Fixing the Recipe and the Brand

Challenge: Domino’s was criticized for poor pizza quality and falling behind competitors. Its brand image was associated with mediocrity.

Solution: Domino’s engaged brand consultants to overhaul not only the branding but the product itself. The consultants helped Domino’s embrace transparency by launching a campaign admitting their pizza needed improvement and showcasing their new recipe.

Outcome: This honesty, paired with a modernized logo and revamped brand messaging, helped restore customer trust. Domino’s became a leader in pizza delivery innovation and grew substantially.

Takeaway: A brand consultant can help businesses combine product improvements with honest, customer-centric messaging to rebuild trust and loyalty.

Case Study 4: Burberry — Reinventing a Heritage Brand for Modern Luxury

Challenge: Burberry, a traditional British fashion house, was suffering from brand dilution and associations with lower-end markets, threatening its luxury status.

Solution: Burberry hired brand consultants to guide a return to heritage combined with innovation. The consultant emphasized digital transformation, consistent storytelling, and premium visual identity.

Outcome: Burberry reclaimed its luxury positioning, became a digital pioneer in fashion, and increased global market appeal.

Takeaway: For heritage brands, a brand consultant can balance legacy and modern relevance to protect and grow brand equity.

How a Brand Consultant Makes a Difference

From these stories, it’s clear that brand consultants are more than designers — they are strategic partners. Here’s how they help businesses succeed:

1. Market Research and Audience Insights

A brand consultant digs deep into market trends and customer behavior. This data-driven approach ensures rebranding aligns perfectly with what consumers want and need.

2. Clarifying Brand Purpose and Messaging

Strong brands have a clear “why.” Consultants refine this purpose and develop messaging that connects emotionally and logically with target audiences.

3. Visual Identity Development

Consultants coordinate logo design, color palettes, typography, and overall aesthetics to create a consistent and compelling brand image.

4. Brand Positioning Strategy

They analyze competitors and market gaps to position the brand distinctively, often uncovering new growth opportunities.

5. Implementation and Rollout Planning

A rebrand isn’t effective without a solid launch plan. Brand consultants guide the timing, communication, and channels to maximize impact.

6. Ongoing Brand Management

Many consultants provide continued guidance to maintain brand consistency and adapt as markets evolve.

Signs Your Business Needs a Brand Consultant

If any of the following sound familiar, it may be time to bring in a brand consultant:

• Your brand no longer resonates with your target market.

• You face stiff competition with declining market share.

• Your visual identity looks outdated or inconsistent.

• You’re expanding into new markets or launching new products.

• Customer feedback suggests confusion about what your brand stands for.

• You’ve undergone major changes like mergers or leadership shifts.

How to Choose the Right Brand Consultant

Selecting a brand consultant is a strategic decision. Consider these factors:

• Experience in Your Industry: They should understand your market’s nuances.

• Portfolio and Case Studies: Look for proven results and successful rebrands.

• Strategic and Creative Balance: Ensure they bring both analytical and design strengths.

• Communication Style: They should listen, collaborate, and communicate clearly.

• Full-Service Capabilities: Some agencies offer end-to-end branding, from strategy to digital marketing.

Conclusion: The Power of Partnering with a Brand Consultant

Rebranding can be daunting, but with the right guidance, it’s a powerful catalyst for growth, innovation, and market leadership. The real businesses showcased above prove that successful rebranding is not about superficial changes — it’s about deep strategic shifts guided by expert insights.

If your business is ready to make a bold move in its branding journey, partnering with a seasoned brand consultant is key to unlocking new potential. At Big Move Agency, we specialize in helping companies navigate their rebranding with clarity, creativity, and results-driven strategies. Reach out to us to discover how your brand can evolve and thrive in today’s competitive landscape.