Rebranding as a “Second First Impression”

Rebranding is more than adopting a new logo — it is a second first impression that can redefine how an organization is perceived. A recent study of Czech startup GREEZIIS explored how strategic rebranding reshaped the company’s identity, strengthening ties with both customers and investors.

Drawing on sales data, web analytics, social media performance, and customer interviews, the study found that rebranding can:

• Build greater trust

• Improve brand recognition

• Increase engagement, even if measurable financial results take more time to materialize.

However, the findings also highlight the risks of rebranding, stressing the importance of careful planning and transparent communication.

For entrepreneurs in today’s competitive markets, this study demonstrates how a well-executed rebranding strategy can shape both perception and performance.