There are many factors that affect the success of a rebrand, but have you ever considered that the timing of a brand refresh could be a factor in whether it cuts through or not?
New research from Bynder finds that there are clear seasonal patterns in when a company is most likely to announce a rebrand. July, March and February are highlighted as the most popular months to rebrand while September, June and December are the least popular.
It's worth noting that the methodology here is by no means foolproof. Bynder analysed media mentions of the term 'rebrand' over the past few years, although this doesn't account for articles talking about older rebrands, something we're keen on here on Creative Bloq – take our rebrands of the decade series, for example.
Latest Videos From Creative Bloq
Why is rebranding seasonal?
Manisha Mehta, global PR and communications expert at Bynder, explains one potential reason for the patterns in rebranding:
“July is likely the highest-performing month due to its alignment with fiscal-year planning for global companies and mid-year strategy resets, making it a logical point to refresh a brand ahead of H2 launches or Q3 campaigns," she says.
"March and February, on the other hand, are often seen as natural windows for brand rollouts tied to annual planning, following the strategic foundation set in January. These months also precede major marketing activations in spring and summer, allowing teams to embed a refreshed identity into wider campaigns.”
Should you rebrand in quieter months?
Bynder suggests that this research might suggest an opportunity for companies to rebrand in the quieter months, though Manisha says there may be good reasons behind the lack of rebrand announcements in these months.
"December is typically dominated by end-of-year campaigns, reduced stakeholder availability, and customer fatigue, which makes it a riskier month to secure attention for a rebrand.
"June often marks a transition period, with decision-makers preparing for summer holidays or fiscal year-end, creating potential delays in execution or reception.
"September sees a return to business as usual post-summer, with teams focused on delivery rather than transformation, potentially making it less ideal for introducing large-scale change."
The takeaway
All in all, it's not as if rebranding in one particular month guarantees success or failure (and these can be tricky to measure), but businesses should ensure they are rebranding intentionally with a strong plan for communicating their new look. If you are rebranding in a busier month, make sure you're willing to compete, and if you're choosing a quieter month then make sure your reasons for doing so are clear. You may be pleased you did.
Do you have experience rebranding in one month over another, do you think it's affected how your rebrand was received, or the amount of press attention it got? Let us know in the comments.
Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.
You must confirm your public display name before commenting
Please logout and then login again, you will then be prompted to enter your display name.
