Rebrands can be fascinating. When a giant like Jaguar or Tropicana decides to hit reset, it’s rarely just about aesthetics. It’s an attempt to shift perception, stay relevant, and, frankly, make noise. Sometimes, it works brilliantly; other times, it’s a PR nightmare with a lot of backpedalling. Either way, it gets attention, stirs debate, and usually keeps the brand in the headlines.
None of this applies to you if you’re running a small business. For small businesses, rebranding can quickly become a distraction that eats up resources without moving the needle.
Let’s unpack this, starting with two case studies showing how high the stakes are for big players—and why small brands should tread carefully.
Jaguar’s “Exuberant Modernism” (2024)
Jaguar recently announced a sweeping rebrand. New logo, new design philosophy, and a hard pivot toward electric vehicles. They’re calling it “Exuberant Modernism,” aiming to connect with younger, affluent buyers who are gravitating toward sleek EVs like Teslas. The strategy? Shed their old-world luxury image and reframe Jaguar as a forward-thinking, design-led EV pioneer.
The reasoning is straightforward. Jaguar’s traditional customer base is ageing out. The brand needed to adapt to trends like sustainability, minimalism, and a tech-driven aesthetic. This rebrand sets the stage for their entire product and marketing strategy moving forward.
The reaction? Predictably mixed. Loyalists feel the brand is losing its soul, while others applaud the boldness. Either way, it’s newsworthy, creating a wave of publicity that keeps Jaguar top of mind.
Tropicana’s $35 Million Packaging Fiasco (2009)
Tropicana’s redesign is the cautionary tale every brand consultant has memorised. In 2009, the juice giant ditched its iconic “orange with a straw” packaging for a clean, minimalist look. The goal was to modernise the brand, appealing to a younger, design-savvy audience.
The result? Consumers hated it. They didn’t recognise the product on the shelves. Sales plummeted by 20% in just two months, wiping out $30 million in revenue. Tropicana had to revert to the old packaging—and issue a public apology.
What went wrong? They underestimated how attached customers were to the visual identity. While Tropicana thought they were modernising, loyal customers felt alienated. And unlike Jaguar, Tropicana wasn’t making a broader strategic pivot. The redesign was just…a redesign. It added nothing to the customer’s experience.
Why Big Brands Can Afford To Get It Wrong
Jaguar and Tropicana can survive a backlash. In fact, some would argue they even benefit from it. When Jaguar’s new logo dropped, the mixed reactions generated buzz that money couldn’t buy. And if things go south, they can issue an apology, roll back the changes, and enjoy another PR cycle debating whether they were right or wrong.
Legacy brands have the luxury of massive reach and deep pockets. Even a failed rebrand doesn’t kill them—it keeps the conversation alive. And if it works, it sets them up for a decade of relevance with their new target audience.
Why Small Businesses Should Think Twice
If you’re a small business, you might not have the safety net of PR cycles or customer loyalty on a massive scale. A rebrand might not even get noticed. You could spend months and thousands of pounds on a new logo, a redesigned website, or fresh packaging, only to realise no one cared.
And unlike Jaguar or Tropicana, you can’t afford a do-over. Every pound you spend on branding is a pound you’re not spending on growth experiments, customer research, or improving your product.
Small businesses should ask themselves, “What problem am I solving by rebranding?” If the answer isn’t tied directly to revenue, customer acquisition/retention, or market positioning, it’s probably not worth it. Branding is a multiplier of value, not a creator of it. If your foundation isn’t strong—if customers don’t already see the value you offer—changing your logo or colours won’t fix that.
What Small Brands Can Learn Instead
- Focus on clarity, not creativity: Big brands rebrand to shift perceptions. Small businesses should focus on communicating their value clearly. Forget clever logos—invest in messaging that speaks directly to your customers’ needs.
- Customer perception comes first: Tropicana’s mistake wasn’t just a bad design but a failure to understand what their customers valued. Before changing anything, ask how this will impact how my customers see me. And will it make their decision to choose me easier or harder?
- Earn the right to rebrand: Jaguar is rebranding after decades of establishing itself as a global luxury name. Tropicana’s rebrand followed years of market dominance. They had the awareness and market share to take a gamble. If you’re still fighting for recognition, your energy is better spent building trust, not tweaking your visual identity.
- Test before you leap: If you do decide to rebrand, start small. Test new packaging on a subset of customers. A/B test new website designs. Gather feedback before rolling out a full-scale change.
Rebrands are exciting. They make you feel like you’re doing something big and bold. But for small businesses, they’re often a distraction. Customers don’t care how polished you look—they care what you do for them. If your product solves a real problem, they’ll forgive an amateur logo or a scrappy website. If it doesn’t, no amount of design will save you.
So before you start obsessing over a new font or a colour scheme, ask yourself, “Is this really what’s holding me back?” For most small businesses, the answer is no. Focus on delivering value, and the brand will take care of itself.