What Leaps Out Most about Jaguar's Rebrand

Jaguar’s rebrand has proved to be a lightning rod in the industry over the past week or so. We’ve seen so many hot takes ‘round these parts that you’d think the summer was back. However, the discourse has catalyzed our minds and our purpose and has made us even more resolute than ever as strategists and ambassadors of the act of branding. Here’s why.

STRATEGY > OPINION

It bears repeating—at least until the entire world recognizes and understands this—that in business, a brand isn’t just a logo or tagline; it’s the backbone of your entire operation. Too many companies treat branding like an afterthought, something to be tinkered with when time and budget allow. This mistake becomes glaring when market disruptions, cultural shifts, or other forms of confusion expose cracks in the business’s foundation.

Yet, the recent Jaguar rebrand has caused polarization, with debates centered on the new visual identity’s aesthetics and bold departure from tradition. Many critics' discomfort is rooted in something deeper: a failure to grasp that strategy—not sentimentality—drives a brand’s true evolution.

CHANGE AGITATES Your Environment—WHETHER YOU LIKE IT OR NOT

It can be said that when a brand’s evolution is out of sync with its audience’s expectations, the fallout can be brutal. In Jaguar’s case, the negative uproar wasn’t only about the logo or font. It was about disrupting a legacy synonymous with luxury cars, elegance, and tradition. A complete reinvention jarred that connection—and not in a way that many businesses typically want.

However…

If a brand’s evolution has identified a necessary shift in society, who they want to connect with, and a brand new opportunity, that which feels jarring can be absolutely necessary. In the case of a company looking to innovate and disrupt, change is often the foundation of your brand, and according to what Jaguar has been saying about their future, this shift makes sense.

If you’re running a startup or SMB, Jaguar’s change could be viewed as more of an inspiration than a misstep. Startups and many SMBs lack the safety net of heritage and resources. The new Jaguar strategy appears closer to that of a startup or SMB since it is trying to attract an audience different from those who reside at the intersection of legacy and heritage. This new audience segment is more similar to new customer segments for newer or smaller companies.

The Solve: Strategy, Data, and Bold Innovation

1. Brand Strategy Is Non-Negotiable
Your brand isn’t just part of your business—it is your business. Everything you do, from communication to product design to customer service, flows from it. A clear, actionable brand strategy ensures that every touchpoint reinforces who you are and what you stand for.

Jaguar’s rebrand—despite the uproar—wasn’t done arbitrarily. It was a calculated move to reposition the company for a future dominated by electric vehicles and a younger, more diverse audience. Whether you agree with the execution or not, the lesson is clear: a brand must evolve to remain relevant, and evolution requires strategy.

2. Data and Insights Keep You Grounded
Change for the sake of change is dangerous. That’s why every decision in your branding efforts must be rooted in data and audience insights. Who is your target market? What do they value? What motivates them to choose your product or service over another?

Jaguar’s shift wasn’t just about aesthetics—it was about capturing attention in a hyper-competitive luxury industry (beyond just automobiles) where being memorable isn’t enough; you must be meaningful. For startups and SMBs, the stakes are even higher. Your data might tell you your audience craves transparency, social responsibility, or innovation. Ignoring these insights isn’t an option.

3. Invest in Strategy, Not Just Execution
The best branding is proactive, not reactive. Yet too many businesses pour money into execution—ads, logos, websites—without investing in the strategic groundwork. Strategy clarifies what success looks like and creates a roadmap for getting there.

If you’re hesitant about the cost of investing in brand strategy, ask yourself this: what’s the cost of failing to connect with your audience? What’s the cost of losing relevance in a crowded market? The answer is always more expensive than doing the work upfront.

4. Embrace Boldness and Innovation
Jaguar’s rebrand wasn’t designed to please everyone, and neither should yours be. Great brands are polarizing because they’re clear about who they’re for and what they stand for. Playing it safe isn’t just boring—it’s a death sentence for growth.

For those building a brand from scratch, this means being unapologetically specific about your values, audience, and purpose. For established businesses, it means making the hard decisions that keep your brand future-proof.

Why the Jaguar Rebrand Feels Disconcerting

Let’s address the eleph…—er, jaguar—in the room: why did this shift feel so unsettling to so many?

It’s because the old Jaguar brand was a socio-cultural symbol. The legacy it represented carried weight, nostalgia, and identity for many people. When you step away from that version of legacy, the stakes feel inherently higher. The discomfort people feel is rooted in the tension between expectation and reality.

But here’s the twist: discomfort isn’t inherently bad. It’s the precursor to change, and change is essential for growth. The key is managing that discomfort by ensuring your target audience and your business stakeholders understand the “why” behind your decisions. In this case, a decision was made that yesterday’s reality was not good enough for Jaguar in today’s world. For all of you companies on the rise, it is just as important to analyze whether or not the product or service you provide fits the reality for today and future generations.

For the Stakeholders: Your Brand Is Your Most Valuable Asset

Whether you’re building a business from the ground up or refining an established identity, the takeaway is the same: your brand is your most valuable asset. It’s what connects you to your audience, differentiates you from competitors, and positions you for long-term success.

A brand isn’t static; it’s a living, breathing entity. It grows, adapts, and evolves alongside your business and the market. Treat it with the respect and investment it deserves, and it will pay dividends in loyalty, retention, and revenue.

Conclusion: Make the Choice to Lead

The Jaguar rebrand is a masterclass in the importance of strategy, data, and boldness. It reminds us that innovation isn’t optional; it’s essential. The challenge for startups, SMBs, and emerging strategists is clear: invest in your brand strategy, lean into your data, and don’t be afraid to disrupt the status quo.

Your audience is waiting for something meaningful. Give it to them—whomever they may be at this point in time.