The term rebranding is thrown around in the business world, but what does it really mean? Let’s start with what a brand is – a company’s brand is not what it does, sells or even what it looks like. Your brand is what people believe you do and how they feel about it. Therefore, the goal of every company should be to create a perception of their company and its products and/or services. A perception that is valuablemeaningful, and different from your competitors. Brand is everything that is said or done by the entire company and therefore shapes how the consumer feels about your organization.

In other words, consumers buy products because of the visual associations or features they have.  Consumers become loyal however because of the way they feel about that company.  For example, Hermes and Mercedes Benz are valued because of what their brand represents – the very best, sophistication, exclusivity, luxury and performance.  The features are ever changing – ultimately a purse is a purse and a car gets you from point A to point B. But these brands have amped up the perception of what they provide – to make you feel as though you’re getting more.

So, if a brand is the perception consumers have about your company, then rebranding is about changing that perception. Simply changing your look, logo or  even your name is not rebranding.

A name change is a new identity.

A logo change is a visual refresh of your brand’s appearance.

A new look is just a visual redesign.

None of these on their own will change the perception of your organization.

If you are considering a rebrand, ask yourself: how do you want your consumer to feel when they use or see your product? And why is it different than how you currently present yourself?

There are two main reasons why a company might rebrand.

1. Proactive rebranding

This is done when a company sees an opportunity to grow, innovate, tap into new business/customers, or reconnect with its customers – making it more modern and relevant to the customers’ needs. They make a strategic decision to ‘upgrade’ their brand and therefore change how the outside world views their products or services.

2. Reactive rebranding

This is done when a company is reacting to events that have taken place in their organization, the industry as a whole, or in the world as we know it. Existing brands are often discontinued or changed, or they are losing customers to their competition. Mergers, acquisitions, legal issues or negative publicity can also drive a reactive rebrand.

The important thing to remember is that any sort of rebranding is not a Band-Aid. Companies need to get to the root of their goals or problems and develop their approach from there.  Rebranding should have a purpose – to change the emotional and mental associations consumers have with that company.  It is not an overnight process or something you do just for fun. It requires in depth analysis and a lot of strategy.


If you need something cleaned, call Harry. Seriously! Even if it’s not his mess, he’ll offer to fix it for you. As Stellar’s SEO expert, Harry's insight into a client's business is a valuable tool reaching more than just online audiences, but customers in the real world too! Harry has owned a handful of businesses since the ripe old age of 13 ranging from manufacturing to real estate to business services. A true Renaissance man, Harry can speak with someone for less than 30 minutes and have a complete business strategy worked out in his head leading them to definite success. A father of two teenage boys, Harry knows a thing or two about dealing with people on the brink of insanity. He fits in well at Stellar.


Named after Patrick Swayze’s character in Point Break, Bodhi joined the Stellar team in May 2017 and we don’t know how we got through the prior 6 years without an office dog! Adopted from Animal House Shelter, Bodhi is a Pitbull/American Bulldog mix that his human Lindsay cannot believe someone gave up. Bully breeds definitely get a bad rap because there is nothing sweeter than this 65-pound “lap dog” climbing into someone’s chair as we gather around the conference table. With as much charisma as his namesake, Bodhi greets visitors to the office with a toy in his mouth ready to play. He hasn’t quite developed any marketing skills just yet, but he can spot a duck or another dog out the window like nobody’s business.


Anything that gets thrown Kristin’s way is handled with ease… at least as far as we know. Coming from the retail industry, Kristin is no stranger to a fast paced, ever-changing environment and has no problem adapting to the chaos that comes with managing Stellar’s high profile clients. With years of experience managing all aspects of communications for Fortune 500 companies, Kristin is able to schmooze clients, conquer any task, and ensure everything is running smoothly… even when it’s not! A Hallmark movie fan, Kristin loves spending time with her firefighter husband and rambunctious toddler.


Lover of tacos, dogs, and all things Justin Timberlake, Sylvia brings an honest perspective to not only projects, but office chit-chat as well! When onboarding new clients, tons of experience making people happy in the service industry and her marketing degree from DePaul allows Sylvia to jump right in and hit the ground running. In her role as Account Manager, Sylvia truly gets to know a client – understanding all the ins and outs that make them stand out from their competitors. Sylvia’s skillset is continually expanding and ranges from social media to email marketing to web design and more. She loves to travel and has been around the world and has visited 45 of our nation's 50 great states!


Using a space heater at her desk year-round, Lynne is no stranger to turning it up. With a background in retail and corporate sales, Lynne brings practical knowledge to help Stellar clients determine their path to success. As our content writer extraordinaire, Lynne helps brands find their voice and reaches a whole new world of customers. You may hear her getting flustered from time to time, but it’s always short-lived. Her get ‘er done, take charge attitude works in her capacity at Stellar and as the busy mom of 3 busy boys.


As a lover of spicy treats, Christina is a no-nonsense, get the job done kind of a girl. Any task thrown her way is done quicker than you can say Siracha! As our resident Web Developer, troubleshooting issues is her specialty… just like at home as the mother of two young sons! Christina’s ad agency background and experience developing websites adds another layer of insight to our client’s marketing efforts. You’ll often see her hiking and biking with her family (with a stop off at their favorite Dairy Queen for a treat!).


Known around the office as Molly Pee Pee Pants, our resident Graphic Designer has more than just a small bladder. Her experience designing logos, developing brands, and creating amazing materials for Stellar clients brings a fresh perspective and artistic flair.  Molly’s easy-going attitude makes her the perfect candidate to work with constant changes and multiple ongoing projects. When she’s not out saving lives along the side of the road, she lives as a baseball widow and chauffeurs her kids to all their activities.


Known for her rainbow hair, Sin is never one to settle for just one style. She pushes the Stellar team to think outside the box and consider things they would have never done before. Her Bachelor’s in Graphic Arts & Illustration from the American Academy of Art is just the tip of what she’s learned. With real-world experience in business management, marketing and promotions, event planning, and vendor coordination, Sin’s experience gives Stellar an Edge over the competition (see what we did there?). Despite her edgy moniker, Sin is a kid at heart riding her scooter, dragging the Stellar team on crazy outings, and smothering her adult son and daughter with embarrassing hugs and kisses.


Known as the Dream Crusher, Lindsay’s level head keeps the office running like a well-oiled machine. When everyone else is trying to get in human-sized balloons and doing mid-day yoga, Lindsay is crunching numbers in a spreadsheet – literally one of her favorite things to do. With a Bachelor’s in Business Administration, Lindsay has the know-how to help Stellar clients make the right decisions to reach their goals. She loves problem-solving and making things work. She has a soft spot for kids and animals… she’s been known to grab babies from strangers and roll on the ground with any dog that will snuggle her.