“Buns Don’t Shine” but Brands Should

By: Michael Fallone, Principal, id29

There has been a lot of buzz in the news about Burger Kingʼs new ‘look.’ And while opinions may differ about the visual changes; liking the new ‘look’ isn’t as important as appreciating the thought and purpose behind it. 

Your brand is undoubtedly your company’s most valuable asset. It is the essence of who you are and what you stand for. It is a living thing—albeit figuratively— that has the ability to grow and change over time. And as with all living things, it can either thrive or die in the environment in which it lives if not nourished properly.

crownYour brand is undoubtedly your company’s most valuable asset.

Rebranding is not a decision to be made lightly. And to do it well, requires both care and consideration. Care to be sure it accurately reflects what your company stands for. And consideration to be sure it doesn’t disrupt the inherent value it has come to represent with your customers.

Burger King’s decision to update its visual identity after nearly 20 years was necessitated by the brand’s commitment to deliver fresh, preservative-free, healthier options to customers. Eliminating the ‘shine’ of the bun in the logo and introducing the vibrant color green were purposeful visual reinforcements of that promise.   

Ensuring your brand (and everything associated with it) reflects your company’s values is one of several reasons a company may consider rebranding

Other factors may include:

  1. The brand is no longer differentiated from its competition

  2. A merger or acquisition has occurred

  3. The brand feels stagnate, outdated and disconnected from the customer it serves

  4. The brand is too closely associated with negative press

Whatever the reason, the key is being able to recognize when the time is right to re-evaluate, re-invest and reclaim the power of your brand.  

Need help? We’d love to be a part of the rebranding discussion.
Give me a shout at This email address is being protected from spambots. You need JavaScript enabled to view it.


About id29

id29 is a brand strategy, design, web and marketing communications studio with big smarts, big chops and big experience. We are a team that truly cares about—and positively impacts—the success of people, companies and organizations who make the important decision to partner with us. We’re a full-service agency who has had the privilege of working for clients such as PUMA, Cobra Golf, SI Group, Bestpass, Sterling Rope and Scholastic (most notably creating and executing the national campaign for Harry Potter and the Deathly Hallows). To learn more, visit id29.com or follow us on Facebook, LinkedIn, Twitter and Instagram.

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