Rebranding, Restyling, and Renaming: What Are They and Why Are They Needed?
In the business world, changes happen constantly, and sometimes companies face the need to update their image, name, or product appearance. In such cases, rebranding, restyling, and renaming are applied.
Rebranding
Rebranding is a set of actions aimed at fully or partially updating a brand. This may include changing the logo, color palette, corporate style, as well as the company's mission and values.
Why is rebranding needed?
Changing perception: If a company wants to shift the associations linked to its brand or move away from an outdated image, rebranding can help create a new, more modern and attractive identity.
Expanding the audience: Sometimes companies want to attract new customers or enter new markets. Rebranding allows the brand to adapt to new demands and preferences.
Competitiveness: Rebranding helps a company stand out among competitors and attract potential clients' attention.
However, rebranding does not always work, and here it is important to reflect with a real example.
Beam Wallet has already been through this experience in the past and can speak from experience: when a market is already created, and users are accustomed to a strong brand, changing the name or appearance of that brand to satisfy the ego of some entrepreneurs can bring negative consequences.
There are entrepreneurs who want to use Beam Wallet’s tool but under their own name, creating a sort of forced co-branding.
However, what actually happens is that users recognize the system, recognize the service, and continue to call it Beam Wallet, no matter the local name.
Beam Wallet has heard countless times from users:
"Oh, I already use Beam Wallet, but in my country, it's called XXX."
In other words, even when the name is changed, the customer continues to recognize the original brand.
And most interesting of all: many of these co-branding projects eventually abandon the new name and return to using the original Beam Wallet, because they realize that the market does not easily accept a name change when the original brand is established and trusted.
Thus, before considering rebranding, one must think carefully about whether it is truly necessary or just an internal whim that may damage the brand in the long term.
Restyling
Restyling refers to updating the appearance of a product or service without changing its essence. This may involve redesigning packaging, updating a website layout, or improving an app interface.
Why is restyling needed?
Design updates: Design trends evolve constantly, and to keep a product relevant, its appearance needs to be refreshed.
Attracting attention: A new design can attract both old and new customers, stimulating renewed interest in the product.
Increasing brand recognition: An updated design helps improve brand perception and makes it more memorable.
Again, here is a reflection: restyling can be very positive when it respects the brand's essence and visual identity.
But when restyling dangerously approaches a disguised rebranding, there is a real risk of losing connection with the audience.
Beam Wallet, for instance, has always focused on updating functionalities, technology, and even improving its interface, but never to the point of making customers feel like they are using a different app or system.
Maintaining visual and experiential consistency is essential to preserve users' trust.
Renaming
Renaming is the process of changing the name of a company, product, or service.
Why is renaming needed?
Legal reasons: Sometimes companies change names due to trademark registration issues or conflicts with other organizations.
Strategic update: Renaming can be part of a broader strategy to reposition the brand or enter new markets.
Simplifying perception: Long or complicated names may be replaced by shorter, more memorable ones.
However, as mentioned earlier, renaming should be an extremely careful decision.
In Beam Wallet’s case, there have been experiences with partners wanting to change the tool's name to something "local" or "personalized", but the market did not accept it.
When a user already trusts Beam Wallet and hears about another brand using the same system, their first reaction is confusion or even distrust.
A phrase we heard often was:
"But isn't this Beam Wallet?"
The consequence? Many of these projects disappeared, while Beam Wallet remains strong, with its original name and identity.
Think Carefully Before Changing
Although rebranding, restyling, and renaming are important tools in business, it is essential to ask:
Does my audience truly need this change?
Or is this just an internal wish to "do something new" without real necessity?
Beam Wallet has seen many examples of failure due to unnecessary changes. And once the market is accustomed to a name, it won’t easily accept a substitute.
Thus, think twice before changing the name, image, or concept of something that the market already knows, trusts, and recognizes as a leader.
Because what works best is what the client knows, trusts, and uses every day — and often, that should not be altered.