Myprotein
Rebrand Analysis

When a rebrand creates an identity gap

Myprotein underwent a significant rebrand in 2023, shifting from a performance-first identity toward a more inclusive, wellbeing-focused positioning. As part of my LSE MSc Marketing coursework, I conducted a deep-dive brand audit to evaluate whether this rebrand was working. What the data revealed was a striking disconnect between what the brand intended and what consumers actually perceived.

Using Aaker's model to diagnose a brand identity crisis

• Brand audit using Aaker's framework: Evaluated the 2023 rebrand across product, personality, and symbol pillars, identifying a fundamental misalignment between the brand's intended inclusive identity and its legacy performance associations.
• Primary research: Designed and distributed a survey to 80+ respondents and conducted 10 in-depth interviews, revealing that 80% of consumers were entirely unaware of the rebrand and continued to associate Myprotein exclusively with performance athletics.
• Identity-image gap analysis: Mapped the gap between Myprotein's intended brand identity (inclusive, wellbeing-focused) and its actual brand image in the market (performance-only, male-skewed), quantifying the scale of the communication failure.
• Strategic recommendations: Proposed gender-balanced social content strategies, improved in-store layout guidelines, and a co-branded Lululemon collaboration campaign designed to accelerate the lifestyle and wellbeing repositioning.

Selected slides from the final report

A rebrand is not just a visual refresh. It is a promise to the consumer. If that promise is not communicated consistently across every touchpoint, the brand identity lives only in the boardroom. This project reinforced for me why consumer research is not optional in brand strategy. It is the mirror that shows you what people actually see.