How to approach your rebranding or revamp your brand ?

Imagine pouring your heart and soul into building a brand, only to find it stuck in a rut. This is a reality many brands face when they hit a growth plateau. It can feel disheartening, especially when the market is buzzing with new ideas and fresh faces. But don’t lose hope !

This is the perfect moment for a brand to take a step back, reflect, and reinvent itself.

Rebranding isn’t just about a new logo or a catchy slogan; it’s about rediscovering what makes your brand special and reconnecting with your audience in a meaningful way.At MoonLook, we specialize in helping brands navigate this transformative journey. Our structured five-step process ensures that every rebranding effort is rooted in strategy and authenticity.

The MoonLook 5-Step Rebranding Process

1. Analyze and understand your competitive landscape

   Think of this as taking stock of the battlefield. We dive deep into understanding who your competitors are, what they’re doing well, and where they’re falling short. This helps us uncover opportunities for your brand to stand out.

2. Identify your target audience

   Who are you really speaking to ? We help you get to know your audience on a deeper level—what they need, what they love, and where they spend their time—so that your messaging hits home every time.

3. Define your brand’s core

   This step is all about soul-searching. Why does your brand exist? What does it stand for?
   We work with you to refine your purpose, vision, mission, and values so that your brand feels authentic and aligned with its goals.

4. Develop your brand positioning

   Here’s where we craft the story that sets you apart from the crowd. We help you craft a unique value proposition and positioning statement that communicate exactly who you are and why people should care.

5. Create and implement your revamped brand identity

   Finally, we bring your brand to life with visuals and messaging that reflect its personality. From logos to tone of voice, we ensure every element works together seamlessly to tell your story.

The journey of transformation with Eki Kéré

Eki Kéré is one of the 10 brands we had the opportunity to collaborate with as part of the Lagos Paris accelerator program. More about the accelerator

When we first met with the team at Eki Kéré, Eki, the founder shared stories of their artisans and the rich cultural heritage behind each piece. It was clear that her passion for craftsmanship was the heart of the brand.

However, the brand needed assistance translating this passion into a modern identity that could resonate globally.

• What we did:

  We refined the brand identity visual and verbal identity. A new tagline —Blending heritage with innovation—was introduced to highlight their innovation driven approach. The logo was redesigned to blend traditional elements with modern aesthetic while maintaining the naiveté and playful creative process of the founder - who is also a mother of two - in the key visual elements.

  With a new graphic identity we also worked on shifting the iconography with a team of photographers and the general feeling of the brand with better imagery elevating the rough appeal of the silhouettes and also a cleaner and user-friendly website that could easily convert sales.

• The Outcome:

  Within six months of rebranding, Eki Kéré saw :

  • an increase of 35% on their social media engagement

  • a community growth of almost 50% from 11k followers to 21.5k followers on instagram

  • an increase by 3 digit of their sales revenues

The Challenges of Rebranding : Jaguar vs. Walmart

Rebranding isn’t one-size-fits-all—it’s shaped by the unique challenges each brand faces.

Recently, two major brands made wave with their rebranding.

In the automobile sector, Jaguar recently made waves by rebranding itself as an ultra-luxury electric vehicle manufacturer, leaving behind its traditional image steeped in heritage.

• Challenges :

  • Alienating long-time customers who cherished Jaguar’s classic identity,

  • Justifying significantly higher price points in a competitive luxury market,

  • Balancing innovation with retaining core values like elegance and performance.

While bold, Jaguar’s rebrand risks losing touch with its loyal audience by focusing solely on attracting younger consumers seeking cutting-edge luxury.

On another note, Walmart took a more measured approach by modernizing its logo and emphasizing its digital transformation while maintaining its core identity as an accessible retailer.

• Challenges:

  • Updating its image without alienating loyal customers who value its affordability.

  • Ensuring subtle changes conveyed change without losing familiarity.

Walmart’s strategy was mitigated, too safe to the point that it was almost like nothing has changed.

Rebranding is both an art and a science—a delicate balance between honoring the past and embracing the future. Whether it’s Eki Kéré reinforcing their identity, Jaguar redefining luxury or Walmart evolving for the digital age, these transformations remind us that staying relevant requires courage, creativity, and strategy. We’re here to guide brands through this exciting journey of reinvention !