Every year we see brands spend real budget on a redesign that changes almost nothing about how customers feel. A new logo doesn’t move revenue on its own — but the right kind of rebrand consistently does.
1. Start with positioning, not the logo
The visual identity is the last step, not the first. If you don’t know exactly who you’re for and why you’re different, no amount of polish will fix it.
2. Design for every touchpoint, not just the homepage
Packaging, email footers, invoices, the loading spinner — brand consistency compounds. Customers notice the small things even when they can’t articulate why.
3. Measure recall, not just reactions
“I like it” isn’t the goal. We test whether people remember and correctly attribute the brand a week later — that’s the number that actually correlates with growth.
mohityeotikar@gmail.com
Writing on branding, design and growth at Digital Thrust.