New research shows that thoughtful rebrands build trust while frequent or unclear changes can erode it.

A new Clutch report reveals that nearly all consumers notice when brands change their look, and how those changes are handled determines whether trust grows or fades. The study finds that 98% of consumers notice when a favorite brand rebrands, whether through a new logo, packaging, or color shift.

Rebranding Is Inevitable But Perception Is Everything

Rebranding can signal progress or spark confusion, and nearly all consumers notice the difference. Most respect updates that show a brand staying current, but abrupt or unexplained changes can trigger backlash.

“Rebranding is inevitable, but perception is everything,” said Jeanette Godreau, Clutch analyst who manages content on branding and design. “Consumers respond best when changes feel authentic and aligned with the brand they already trust.”

How Audiences React When Familiar Brands Evolve

Eighty-seven percent of consumers form assumptions when a familiar brand changes its look or messaging. Among them, 43% see the change as staying modern and 19% as following trends, while 13% believe the brand is shifting audiences and 12% suspect problems behind the scenes.

Transparency shapes perception. When brands explain their reasoning, skepticism falls and credibility rises. Consumers who understand the purpose behind a rebrand are far more likely to see it as intentional and trustworthy.

Authenticity and Frequency Shape Trust

Ninety-two percent of consumers say rebrands can be necessary, but execution matters. More than half support updates that fix outdated design (55%) or keep brands relevant (52%), and 47% value efforts to reach new audiences. Consistency drives trust: 52% prefer small updates every few years, while only 17% welcome frequent changes, and 44% say too many rebrands reduce their trust.

“Authenticity drives acceptance,” Godreau said. “Changes that align with a brand’s mission, product, and purpose build stronger connections with customers.”

The full report is available on Clutch.

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