Rebranding Success Stories: How Top Brands Transformed and Thrived

In our first article on rebranding, we explored how refreshing your brand can attract new customers, improve loyalty, and boost profits. Now let’s bring those concepts to life with real success stories from brands that made bold changes—and saw impressive results.

🧠 New to rebranding? Start here to learn why it matters.

Now that you’re all familiar let’s look at some real companies and see why rebranding works:

Dunkin’ (formerly Dunkin’ Donuts)

In 2019, Dunkin’ Donuts officially changed its name to Dunkin’ to highlight its focus on coffee and speedy service.

The new logo kept the brand’s signature pink and orange colors but dropped the word “Donuts.” According to Dunkin’s leadership, simplifying the name was one of many steps “to modernize the Dunkin’ experience for our customers”.

This rebrand helped Dunkin’ attract a new wave of coffee drinkers (who might have thought Dunkin’ was only about donuts) and refreshed the chain’s image.

It’s a clear example of how a small change – removing one word – can signal a bigger shift in focus, drawing in a wider audience.

Airbnb – “Belong Anywhere”

Airbnb is now famous, but in 2014 it was already growing fast and needed a brand update. The founders realized their company was really about a feeling of home and community, not just short-term stays.

So they launched a new logo called the “Bélo” and a mission of “Belong Anywhere.” This symbol (a simple, heart-like “A” shape) was designed to represent people, love, and places all at once.

At first the new logo surprised people, but it quickly won awards and became recognized around the world. The rebrand made a big splash online, “set social media ablaze,” and reinforced Airbnb’s identity as a community-driven brand.

By 2020, Airbnb’s valuation had soared – about $29 billion above its closest competitor – and its stock price more than doubled on the first day of trading, showing how powerful a clear brand can be.

Instagram – Fresh Look for a Growing Platform

When Instagram started in 2010, it was mainly an easy photo-sharing app with a retro camera logo. By 2016 the platform had hundreds of millions of users and offered video, messaging, and more. To reflect this growth, Instagram unveiled a new, minimalist camera icon with a colorful gradient.

This modern design sent a message: Instagram isn’t just for old-fashioned snapshots, it’s a cutting-edge social network. The redesign also simplified the app interface so pictures and videos stand out more.

While Instagram’s growth was already booming, the new look helped reinforce its image as an innovative leader. In the two years after the rebrand, Instagram grew from about 400–500 million users to 1 billion, showing that a well-timed rebrand can complement a company’s expansion.

These examples show that rebranding isn’t just about looking pretty – it’s a strategic move.

Dunkin’ modernized its brand to focus on coffee, Airbnb redefined its mission around “belonging,” and Instagram updated its design for a multimedia era. In each case, a clear message and fresh visuals helped the company connect with more people and stay relevant.

Inspired to take the next step? Here’s how to build a rebranding strategy that gets results.

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Research Sources: https://news.dunkindonuts.com/news/releases-20180925
https://www.brandsonify.com/case-studies/airbnbs-2014-rebrand/
https://www.design.studio/work/air-bnb
https://www.brandsonify.com/case-studies/instagrams-2016-rebrand/