Sign up to receive all the latest Bate Brand news

Please add your details below

Get in touch
or call us now on 01983 810505

​This year has seen industry giants Aldi and Hellmann’s undergo some subtle rebranding in an effort to modernise amongst the competitive retail and food markets.

Supported by a £7m marketing campaign, the Hellmann’s brand relaunch features a new pack design with an ‘authentic’ deli-inspired colour palette: In a bid to reach customers who seek naturally sourced foods, Hellmann’s have attempted to freshen their image further with a new Light Mayonnaise recipe, free from artificial flavours, colours and preservatives.

Contrastingly, Aldi’s redesigned logo hints to the brand’s future with a brighter, modernised colour scheme and dynamic flow to the 'A' symbol.

Clearly there are two different approaches to rebranding here. What inspiration Aldi has found in embracing its future, Hellmann’s has found in honouring its past.

But why is this important? Rejuvenating basic elements like colour, typeface and logo can be simple yet effective methods to keep your brand in the public consciousness. Rebranding can be a risky (and expensive!) process but with commitment it can increase your exposure to a whole new audience who will identify with your product or service.

Whether you are proactively rebranding for entering a new market or reacting to the developments of a competitor, small businesses must delve into their uniqueness and decipher what separates them from their competition. Here are our 5 key steps for successful rebranding:

    1) Identify the problem -

    What is motivating you to rebrand? Taking the time to correctly address your problem will save you time and money in the long run. Does your website need an overhaul, or is your logo looking a bit dated? Find out where your problems lie so that you can tailor your plan.

    2) Research -

    You don’t want to design a brand new concept only to realise that another company is already using a nearly identical name or logo. You can search for existing trademarks here: at

    3) Prepare for knock-backs -

    Try to get feedback on your concept ideas quickly. It’s good to have several designs in the running to anticipate criticism and to answer questions.

    4) Tell your staff -

    Make sure you communicate your rebrand to your colleagues. This will enable them to understand the significance of your new branding and how to represent your organisation accordingly.

    5) Update, update, update! -

    Communicating different messages at one time looks disorganised and unprofessional. Update your website, email templates, social media and signage quickly so that the transition is smooth and consistent.

Have you found this blog post helpful? At Bate Brand we are perfectly positioned to cater to all your business communication needs. If you're thinking of undergoing a rebrand, drop us a line at to get the ball rolling.