How to Execute an Artist Rebrand with Wrenna

What is an Artist Brand?

An artist brand is how you creatively present yourself to others. It’s the way people recognise and distinguish you and your music. This could include a particular look, specific colours, a logo, and even how you come across in public or on stage.

Think of yourself as a brand – take Spotify, for example. When you see the green logo, you immediately associate it with streaming and music discovery. You want your brand to create that same immediate impression. When people come across your music or visuals, they should get a clear sense of what you’re all about.

Your personal artist brand should stick in people’s minds. What comes to mind when you think of Billie Eilish? You might say alternative, slightly eerie or emotional music, oversized clothes, bold coloured hair, especially green, and a moody, mysterious aesthetic. That’s branding in action.

An artist brand is sometimes referred to as your ‘artist world.’ It’s the universe your audience steps into when they engage with your music, visuals, and personality. Fans don’t just want great songs - they want to feel like they’re part of something unique and immersive. Your brand can include your genre, style, visual identity, and overall vibe.

You might not even realise it, but all successful artists have a clear and consistent brand. That’s what their fans connect with and keep coming back to. Branding is crucial in the music industry. It helps you create a strong, recognisable identity in a crowded space and sets you apart from the thousands of other artists out there.

What is a Rebrand?

An artist rebrand is when a musician or creative intentionally changes aspects of their identity to reflect growth, a new direction, or a shift in how they want to be perceived. This could involve altering their sound, visual style, stage name, messaging, or overall aesthetic. Rebranding can help an artist reach a new audience, stay creatively inspired, or better align with who they are now and create a more authentic career.

Why Do Artists Rebrand?

It’s a fair question: “If you already have a brand, why change it?” There are lots of reasons why people go through a rebrand:

It no longer serves the purpose it once did
You’ve outgrown it
Your personality or tastes have changed
It wasn’t recognisable enough or didn’t stand out
It was too complicated or confusing
You want to align with your current personality
You’re trying to reach a new demographic
You want to create a stronger, more memorable presence
You want a brand that reflects your core values

People change, trends shift, and a brand should grow with those changes to stay relevant to who you are right now.

Taylor Swift is a great example of an artist who’s gone through a rebrand. From country singer-songwriter to global pop superstar, Taylor strategically evolved her music style, image, and identity to reach a broader and more diverse audience.

My personal reason for rebranding was to build something that could be easily recognised anywhere. Before I became Wrenna, my stage name was Ffion Wren. I changed “Ffion” because no one outside of Wales could pronounce it, and I wanted a name that felt universal and could be understood and remembered across different places and audiences.

Steps to a Successful Artist Rebrand

1. Reflect and Self-Assess

Before making any changes, take time to reflect on your current artistry.

What’s working and what’s not?
Have you outgrown certain aspects of your image, sound, or message?
Why do you want to rebrand, and how will this help you grow or reach new goals?

2. Define Your Core Identity

Clarify what your brand stands for so everything that follows is authentic to you.

What are your values as an artist?
What are your short, medium and long-term goals?
What do you and your music represent?
How do you want to show up – from your visuals and stage presence to the way you interact with people?
Identify your USP (Unique Selling Proposition) – this could be your songwriting, visual style, personal story, or something else that sets you apart from others in your genre

3. Know Your Audience

Understand who you're speaking to.

Who is your current and future audience?
What are their interests, preferences, and values?
How can you build a connection with them and create content that resonates?

4. Build Your Artist World

Express your identity through every part of your brand.

Choose colours, fonts, graphics, and visuals that reflect your new direction.
Develop your tone of voice – how you speak online and through your lyrics.
Make sure everything feels authentic and consistent across platforms.
Think of it as building a ‘world’ your audience wants to be part of.

5. Plan and Prepare the Transition

A strong rollout avoids confusion and builds excitement.

Let your audience know a change is coming – explain why, what’s changing, and when. You could tease this across your socials to build excitement.
Coordinate your rebrand launch with something impactful like a live event, single release, or interview to maximise exposure.
Do a clear launch post – this could be a photo or video featuring your new branding: colours, clothing, logo, etc.
Keep posting consistently afterward, showing your face so people can recognise you and build that connection.

6. Stay Consistent Across All Channels

Make sure everything reflects your new brand identity.

Update your name, profile pictures, logos, and bios across all social platforms.
Keep your visuals, voice, and tone aligned everywhere.
Retain your old domain or social handles (if possible) and redirect traffic to your new name so existing fans don’t get lost.

7. Engage and Grow Your Community

Rebranding is about building deeper connections.
Involve your fans in the journey – ask for feedback, share behind-the-scenes updates, and bring them along for the ride.
Authenticity resonates – your audience will feel it and connect more meaningfully.

Key Takeaway

Rebranding is your chance to be true to yourself and reach new fans. Take time to reflect, plan it out, and share your journey. This way, you’ll build a brand that’s real, memorable, and grows alongside you.

You’ve got this!

Wrenna