We’re excited to share that Beth Erlendson, Founder of Fab Brands, was recently featured in Authority Magazine on the Medium platform as part of their Brand Makeovers series. Authority Magazine is a large, popular publication on the Medium platform that features in-depth interviews with leaders and experts in business, tech, wellness, pop culture, and social impact, focusing on actionable, empowering stories through large-scale interview series like “Female Disruptors”
The interview dives into what truly drives successful brand transformations — not trends or aesthetics, but alignment. Alignment between who a business has become, what it stands for, and how it shows up in the world.
From rebranding triggers to practical strategies for modernizing a brand without losing its soul, the conversation reflects the work we do every day with growing organizations across food, agriculture, professional services, and nonprofit sectors.
Why Companies Consider Rebranding
According to the interview, rebranding is most often triggered when something shifts — internally or externally. Some of the most common reasons include:
A company has outgrown its original look or message
The target audience has changed
The competitive landscape has evolved
Messaging no longer clearly communicates value
New services, leadership, or markets require a refreshed identity
Growth deserves an identity that matches
“Rebranding isn’t about making things prettier — it’s about making them more true, more relevant, and more powerful.”
BETH ERLENDSON
5 Smart Ways to Re-Energize a Brand
In the article, Beth outlines five strategic approaches that help brands evolve with intention:
Refresh the visual identity — grounded in strategy, not trends
Reevaluate messaging so it’s clear, consistent, and compelling
Reconnect with your audience by listening and adapting
Upgrade your digital presence, especially your website
Bring the brand to life internally so teams become ambassadors
Each strategy is backed by real client examples — from nonprofits and accounting firms to food processors and beauty brands — illustrating how thoughtful brand upgrades lead to clarity, confidence, and growth.
