Strips away all personality in favor of “clean” but generic design.
Changes the logo so much that even loyal customers don’t recognize the brand.
Employees start wandering the streets asking, “Who am I?”
Evolve your brand, don’t erase it.
Be proud of what makes you different; keep key elements that people associate with you.
A refresh should feel like an upgrade, not a witness protection program.
If rebranding, test audience reactions before pulling the trigger.
