Rebranding to Rebuild Trust

Most companies rebrand as part of a strategic evolution whether it’s a pivot in business direction, product overhaul, or modernization effort. But some organizations are driven to rebrand for a more urgent reason: to restore public trust after reputational harm.

In early 2025, Shein, the fast fashion giant, announced a sweeping rebrand in response to intensifying scrutiny over its labor practices, environmental impact, and opaque supply chain. The move included repositioning the brand as more ethical, a renewed commitment to sustainability, and the introduction of a resale platform. Shein also unveiled a new visual identity and brand narrative focused on “conscious fashion.”

Will it work? Time will tell but other brands have successfully turned the tide. One of the more studied cases is ValuJet’s transformation into AirTran after a fatal crash in 1996. The airline did not just change its name and logo it also made operational upgrades and business model improvements that helped win back flyers over time.

For Shein, as for any brand attempting a trust rebuild, the test will be whether consumers can feel the change—not just see it. A slick new look alone won’t fix a trust deficit. Tangible, transparent shifts in behavior, business practices, and accountability must be at the core of any successful rebrand.

If your organization is considering a rebranding effort to rebuild trust, here are five key considerations:

• Be honest about what’s changed and show it. Cosmetic tweaks won’t erase the past and can even backfire if perceived as a cover-up. Your new brand must reflect real change.

• Manage expectations. Rebuilding trust is a long-term process. Don’t expect perceptions to shift overnight. Think BP’s years-long effort following Deepwater Horizon.

• Time it right. Rebrand too soon, and it may feel opportunistic or performative. Wait too long, and it may seem like a desperate afterthought. Monitor stakeholder sentiment to identify the right moment.

• Explain how you’re better. Whether it’s new safety protocols, stronger ethics policies, or more sustainable practices, clearly communicate how the organization has improved.

• Start with your loyal base. The instinct may be to go broad, but regaining the confidence of your most loyal supporters first can help generate authentic momentum.

Reputational recovery requires more than a new logo, it demands credibility, accountability, and consistency. Rebranding may be your first step but rebuilding trust is the real journey.