A few weeks back, we asked a simple question on a LinkedIn poll – “When rebranding, what’s the biggest mistake organisations make?”
The answers were telling, but not in the way we expected.
- 40% said no link to actual values
- 30% said ignoring their audience
- 30% said poor rollout
- 0% said losing brand equity
For Oxygen, that last stat is the most surprising.
For years, losing brand equity has been the scary rebrand story and the thing that often pops up when we hear about a rebrand that’s gone wrong for a big global company.
This indicates that the dial might be moving (in a good direction).
The real risk isn’t change, it’s being disconnected
The top answer – no link to actual values – is something we feel strongly about as a team, and that we think is of huge importance for the purpose-led sector. It also links to a wider shift alluded to by recent research:
- 77% of consumers say they buy from brands that share their values
- 88% say authenticity directly influences what they buy
- 81% say they need to trust a brand before they’ll even consider it
So, if a new brand is launched with fresh colours, a new logo and bold typography but with nothing under the surface – has anything actually changed? These stats would indicate that people will notice. If a brand refresh feels hollow and surface-level – that’s the real concern.
We’ve moved beyond surface level branding
70% of brand value now comes from perception, not product.
In other words, what you say and what people believe about you matters more than ever. Perception is shaped by every interaction that your stakeholders have with your brand, every experience, purchase, social post or engagement. You have to earn it, you can’t just change your logo and expect it to follow.
Are we still ignoring audiences?
30% of people in the poll said rebrands fail because organisations ignore their audiences.
At Oxygen, target audience is a key factor we take with us on our branding process when we’re working with clients. In the back of our minds, we’re always asking:
- What do they care about (not just what they buy)
- Who do they trust (and who are they’re sceptical of)
- What role your brand actually plays in their world
Without actually considering these questions, you’re just relying on simplified customer personas or generic audience profiles. The result? Positioning that doesn’t feel yours and messaging that feels emotionally flat.
Execution still matters
The other 30% voted for poor rollout, which isn’t entirely surprising. A brand process can take a lot of resource and capacity, and it’s easy to let things slip once the final guidelines have been signed off. In reality, this is where the work begins. By having a solid communications plan detailing who needs to know about these changes and how you’re going to approach the messaging, a rollout of a new brand is an opportunity for you to grow brand awareness. As with most things we talk about, transparency here is absolutely crucial. Share openly what you learned on the journey and your audience will appreciate it.
The takeaway
From a creative agency perspective, we’re seeing a welcome shift:
The best rebrands don’t start with:“what do we want to look like?”
They start with: “what do we care about, what can we do better, and do we understand who it matters to?”
Rebranding done properly takes time, and more than most organisations plan for. It’s not a quick fix or a visual refresh. It’s a process of uncovering what’s true, aligning stakeholders, understanding your audience properly and building something that can actually be delivered in the real world.
If you’re thinking about a rebrand (or in the middle of one that’s not quite landing), our team are always up for an informal chat.
Ruth Davis
As the Strategic Engagement & Impact Lead and Co-Founder at Oxygen, I specialise in building strong partnerships, leading high-impact projects, and guiding organisations on how to embed sustainability into their communications and strategy. With a Master’s degree in Sustainable Development and a background in strategic and digital communications, I’ve worked with a wide range of organisations – from climate-focused startups and B Corps to membership bodies and community development charities. My experience spans brand development, messaging and strategy, and website projects, all with a clear focus on purpose and impact. At the core of my approach is collaboration. I’m passionate about aligning big ideas with practical action, helping teams turn values into value and purpose into progress.
