Why Your Rebrand Needs a Branding and Digital Marketing Agency

You might be entering new markets, launching different products, or responding to shifts in customer expectations.

00:21 30 July 2025

Whether you’re repositioning after a merger, targeting a new market, or trying to shed an outdated image, rebranding reaches into every part of how your business presents itself and doesn’t always produce the positive results that businesses expect.

If you only focus on the visuals or only update your advertising, the result can feel inconsistent.

That’s why a successful rebrand is more than just aesthetics and does best with the combined work of a branding agency and a digital marketing agency.

Why Businesses Rebrand

You might be entering new markets, launching different products, or responding to shifts in customer expectations. Sometimes, a brand simply no longer reflects what the business stands for or how it operates. It can also be a reaction to reputational damage, competition, or internal change.

Whatever the reason, a rebrand is rarely a surface-level task. It affects the language you use, the platforms you appear on, the marketing you run, and the way customers experience your business.

The Role of a Branding Agency in a Rebrand

A branding agency looks at the foundations. This includes defining your brand’s core values, tone of voice, audience positioning, and identity. They help you decide what your brand stands for now and how that should come across visually and verbally.

You’ll work through strategy workshops, audience research, and creative development. The result is often a full brand book or set of guidelines covering your logo, colour palette, fonts, messaging, and imagery. These elements set the framework for how your brand should feel and its identity be used across every interaction.

The Role of a Digital Marketing Agency in a Rebrand

Your digital marketing agency is responsible for applying your new identity across your customer-facing channels. This could include:

• Updating your website’s design and content
• Refreshing your paid advertising and SEO strategy
• Rolling out the new brand across social media
• Reworking your email campaigns and automated funnels
• Creating new lead generation assets like guides, landing pages, or video content

Digital channels are often the first place your audience will notice the change. If the messaging, visuals, or tone still reflect the old brand, the rebrand can fall flat.

Why You Often Need Both

Rebranding works best when brand strategy and marketing delivery are aligned. A branding agency can define a new tone of voice, but it’s the digital marketing agency that applies it in the real world. Similarly, a branding agency might create a new logo and colour scheme, but your digital team ensures it’s implemented consistently across your site, email templates, and social profiles.

When these teams work in isolation, the risk is disjointed messaging. That inconsistency can damage trust and waste advertising spend.

How to Coordinate Between the Two

If you’re working with both a branding and digital agency, communication is key. Your branding agency should deliver clear guidelines that the digital team can work from. You’ll also need a project lead — either in-house or external — to keep timelines aligned.

It helps to bring both teams into early planning meetings. This avoids duplication and ensures that the brand’s creative direction supports your digital goals, and vice versa. If you're using a single agency that offers both services, make sure you're still clear on who is responsible for what and when.

Brand Repositioning

Imagine a mid-sized fashion retailer that’s been trading on the high street for two decades. They’ve decided to reposition as an online-first, trend-driven label for a younger audience.

The branding agency starts by defining new values around sustainability and inclusivity, creates a modern visual identity, and develops new messaging. Meanwhile, the digital marketing agency rebuilds the website with the new look and feel, updates product pages to reflect new tone of voice, and relaunches their email campaigns and social ads.

The result isn’t just a new logo or tagline. It’s a complete shift in how the business appears, speaks, and connects with customers across every digital touchpoint.

Choosing the Right Partners

Look for examples of past rebrands. Ask how they collaborate with other teams and whether they’ve handled brand handovers before.

Some businesses choose to work with one full-service agency. Others prefer to hire two specialists. There’s no one-size-fits-all answer. What matters is that each agency understands your goals, communicates well with each other, and delivers what they promise.

Final Thoughts

A successful rebrand needs execution that reflects that identity across every digital channel. A branding agency helps you define the story. A digital marketing agency helps you tell it.

Working with both gives you the structure and visibility to make your rebrand more successful than just a design change. It’s a shift in how customers see and experience your business.