Rebranding During Business Succession: Why a New Brand Increases Company Value

Around 90,000 Swiss SMEs are facing a succession in the coming years. That is according to a survey by Dun & Bradstreet (D&B Switzerland, 2023), and the NZZ has described the issue as one of the biggest economic challenges for Swiss small and medium-sized businesses. Many of these companies are businesses that have existed for 20, 30, or 40 years. With a brand presence that is just as old.

If you are taking over a business — whether from your parents, a partner, or as an external successor — you face a question that many underestimate: what happens to the brand?

Most successors focus on finances, contracts, staff. Those are the hard facts. But the brand is the invisible factor that determines whether the company grows under new leadership or slowly loses relevance.

Why the Brand Deserves a Hard Look During Succession

A company that has grown over decades often has a brand presence that evolved organically. The logo was made at some point by an acquaintance. The website was extended three times but never fundamentally redesigned. The business cards look different from the proposals, and the proposals look different from the delivery van.

That worked because the founder carried the business with personal reputation. Customers came because of the name, the relationship, the handshake. The brand was the person.

And that is exactly the problem during succession: the person leaves. The personal reputation leaves with them. What remains is the brand. And if the brand was never built to stand on its own — if it was always just a reflection of the founder’s personality — then their departure leaves a vacuum.

During successions, I see the same thing again and again: the business has loyal customers, solid work, a good reputation. But the presence says none of that. It just says: “We have been in business since 1987.” That is not enough anymore. Not for new customers, not for new employees, not for a new generation. — Miriam

Rebrand, Refresh, or Nothing at All? A Decision Guide

Not every succession requires a complete rebrand. Sometimes a refresh is enough. And sometimes “change nothing” is the worst of all options. Here is how to figure out what you need:

Change nothing: when everything is already right

This is the rare exception. If the company has a modern, consistent presence, the brand is not tied to a person, and the offering and target audience are not changing — then leave it as it is. But be honest about it. “It has worked so far” is not an argument when leadership is changing.

Brand refresh: when the foundation is solid

A refresh modernises the existing presence without changing the core identity. New logo based on the old one, refreshed colours, contemporary typography, new website. You keep the recognition and signal at the same time: something new is happening here.

A refresh works when:

• The company name stays
• The offering does not fundamentally change
• The target audience remains the same
• The presence is “just” outdated

Full rebrand: when the direction is shifting

A rebrand is a strategic restart. New visual identity, new tone of voice, often new positioning. That sounds dramatic, but sometimes it is exactly right.

A rebrand works when:

• You are expanding or changing the offering
• You want to reach a new target audience
• The company name is too strongly tied to the founder
• The market has fundamentally changed
• You deliberately want to break with the past

More on the signs that a rebrand is overdue in the article Rebranding: 7 Signs It Is Time.

How Branding Increases Company Value

Now for the part that interests successors and sellers alike: a strong brand increases the value of a company. Measurably.

Brand equity as an intangible asset

In company valuations, intangible assets play a growing role. An Ocean Tomo analysis shows: intangible assets (including the brand) account for over 80% of total value in S&P 500 companies. For SMEs the share is smaller, but no less relevant.

A strong brand means:

• Higher customer loyalty. Customers do not buy only on price but because they trust the brand. That reduces acquisition costs.
• Price authority. Brands with clear positioning can charge higher prices — and customers accept them.
• Independence from individuals. The business works without the founder. During a succession, that is the decisive point.
• Attractiveness for talent. In a tight labour market (especially in Switzerland), employer branding is a competitive advantage.

What that means in numbers

Suppose a Swiss trades business is valued using the earnings method. Sustainable profit is CHF 150,000 per year. With a multiplier of 4, the company value is CHF 600,000.

Now the successor invests CHF 15,000 in a professional rebrand. The new presence opens access to a younger, higher-spending target audience. Revenue grows, margins improve, sustainable profit rises to CHF 180,000. Company value climbs to CHF 720,000.

CHF 15,000 invested. CHF 120,000 in value increase. That is not fantasy. That is the mechanism that works when branding is done strategically.

The Emotional Dimension: Legacy and Renewal

What no business plan mentions but matters deeply: a rebrand during succession is also an emotional process. Especially in a family business.

The founder designed the logo themselves. They chose the colours 30 years ago. The visual identity is part of their personal identity. And now the next generation wants to change everything?

Here is the key insight: a rebrand is not a betrayal of the legacy. It is an evolution. The best succession rebrands manage to preserve the founder’s values while finding a new visual language that is fit for today.

Swiss heritage brands show how it is done: Victorinox has modernised its logo multiple times without losing its core identity. The essence stays; the form evolves. If the fear of change is holding you back, read the article Rebranding Fear: What If Customers No Longer Recognise Me?. The worry is almost always unfounded.

In practice, it helps to involve the founder in the process. Not as the decision-maker, but as a voice. What are the values that should endure? What was the core of the business, independent of logo and colours? Those conversations are often the most valuable in the entire process.

The Timeline for a Succession Rebrand

When is the right moment? And how long does it take? Here is a realistic roadmap:

6 months before the handover: make the decision

Clarify early whether a rebrand, a refresh, or no change is needed. Talk to a branding professional. Get an outside perspective. The Brand Check is designed for exactly this: free, no strings attached, honest.

3 to 4 months before the handover: start the branding project

Strategy, design, and implementation take 6 to 10 weeks. Plan enough buffer for feedback and alignment — especially if the founder is involved.

At the point of handover: launch the new presence

The succession and the new branding are communicated together. That gives the transition a positive, forward-looking message: this is moving ahead. Better than ever.

3 months after the handover: fine-tune

After launch, you see what works and what needs adjusting. Small corrections, additional applications, team training. A living process, not a one-off project.

What It Costs and Why It Pays Off

A rebrand during business succession is not an expense. It is an investment in the company’s future viability. The costs are manageable, especially relative to the company value:

• Brand refresh (logo update, colours, website adjustment): from CHF 6,500
• Full rebrand (strategy, design, website): from CHF 15,000

For comparison: the other costs of a business succession (valuation, legal advice, tax planning, possibly financing) easily run CHF 50,000 to 100,000. A professional rebrand is a fraction of that and has a direct impact on future revenue.

For a detailed overview of branding costs, see the article What Branding Really Costs.

Succession Is an Opportunity

Every ownership change we have been part of had the same turning point: the moment the new leadership stopped defending the old presence and started making their own vision visible. That is not disrespect towards the founder. It is responsibility towards the company.

The brand is probably not the first thing you think about during a business succession. But it determines how customers perceive the transition — and whether the company grows under new leadership or slowly fades.

The first step: gain clarity. The Brand Check gives you an honest assessment of your current presence — free, no pitch. You find out whether a refresh is enough or a rebrand is needed.

Our packages start at CHF 6,500 with a fixed price and clear scope. A brand system built to last as long as the business you are building.

Your predecessor built the company. Now it is your turn to carry it forward.