Having gone through the rebranding of a pension company, I’ve learned that staying true to a brand while adapting to change is a fine balance. For me, it started with really listening and understanding what the brand already meant to customers, employees, and partners before making any big moves. Storytelling is key...It makes the rebrand more than a new look. It reinforces the values that made people trust us in the first place. We stayed open and transparent, kept communication clear, and involved the right people to build confidence in the transition. At the end of the day, authenticity isn’t about holding on to the past, it’s about evolving while staying true to why people believed in you from the start.

Focus on core values, maintain consistency in messaging, and engage with loyal customers for feedback. Preserve key brand elements while adapting visuals and tone to align with market trends. Communicate changes transparently to build trust and ensure the rebrand feels like an evolution, not a disconnect.

Communicate the ‘why’ clearly. People don’t like change when they don’t understand it. If you’re shifting because of market trends or business growth, explain that to your audience. Let them know why this rebrand is happening and how it benefits them. The more open you are, the more they’ll trust that you’re not just changing for the sake of it. Also, stay true to your core values. A rebrand should never mean losing what made your brand special in the first place. If customers connected with you because of your quality, transparency, or mission, those things need to stay the same. Make sure every change in logo, messaging, or strategy still aligns with what your brand stands for.

When navigating a rebrand during market shifts, I focus on maintaining brand authenticity by staying true to my mission and values. While the visual identity or messaging may evolve, the essence of what my brand stands for remains unchanged. I start by revisiting my brand’s foundational principles—what we promise, who we serve, and why we exist. This ensures that any changes align with our purpose rather than simply chasing trends. Transparency is key, so I openly communicate the why behind the rebrand to my audience, reinforcing trust. Consistency across all touchpoints matters. I make sure that my brand voice, customer experience, and overall messaging reflect the same authenticity that built my audience’s confidence in the first place.

To uphold brand authenticity when navigating a rebrand amidst market shifts, it's crucial to ensure that although you are changing the surface-level aspects of your brand, such as color scheme and messaging strategy, you are not changing the core values upon which your brand is built. For instance, when financial services firm CUNA Mutual Group rebranded at TruStage, its color scheme changed from maroon to blue and yellow, yet its mission to "make a brighter financial future more accessible to everyone" remained intact and well-communicated to all stakeholders, from C-suite executives to interns to credit union clients.