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By Zebra Blog Team | Nov. 25, 2025

Refreshing Perspective: Why Your Brand Needs to Evolve with Your Business

Imagine walking into a store you’ve visited for years, only to find the shelves are empty, the decor outdated, and the staff unsure of how to help. That’s what it feels like when a brand doesn’t keep up with the evolving needs of its customers. Brands, much like businesses, must grow to stay relevant. At Zebra, we know firsthand how essential it is to align a brand’s identity with its purpose, and why failing to do so is not an option.

When we refreshed Zebra’s brand, it wasn’t a cosmetic exercise. It was about showing who we are today while staying true to the foundation in intelligent operations we’ve built over decades. Zebra’s CMO, Rob Armstrong recently explored this in his Forbes article which we encourage you to read. He breaks down why brands must evolve to ensure they remain relevant in a competitive, ever-changing world.

Your Brand Should Reflect Who You Are and Where You’re Headed

At its core, a brand refresh is about creating alignment. For Zebra, that meant demonstrating how we’re more than the scanners you see at checkouts or the mobile devices confirming deliveries. Our solutions power intelligent operations, helping companies achieve real-time insight, connected collaboration, and optimized workflows.

But it also meant ensuring our brand reflects the emotional connections we’ve built with customers, employees, and partners. As Rob highlights in his article, brands must evoke trust and reliability just as much as they deliver practical value.

Why Visibility is the Key to Intelligent Operations

Visibility doesn’t just happen. It’s built into the fabric of an organization through technology, data, and human expertise. This is where Zebra excels, and why our refreshed brand emphasizes our role as a strategic partner. We help organizations digitize, automate, and make their operations more intelligent.

Whether it’s tracking inventory in real time or using advanced data capture to improve workflows, visibility is the linchpin that connects the dots across industries like retail, manufacturing, transportation and logistics and healthcare.

Rob mentions in his article that brands must resonate emotionally to stand out. For Zebra, that resonance comes from showing our customers that we understand their challenges and are committed to their success. Visibility isn’t just about knowing where something is. It’s about understanding its role in the bigger picture and using that insight to drive better outcomes.

Stay Ahead by Staying Connected

Refreshing a brand is not a one-and-done task. It’s an ongoing effort to stay connected to the needs of your audience and the demands of the market. At Zebra, we’ve embraced this approach, ensuring our brand grows alongside the industries we serve. Our refreshed identity is more than a reflection of what we do. It’s about who we are; solution providers, problem solvers, and partners who believe in making work better every day.

If you’re curious about how to approach a brand refresh or want to know more about what inspired Zebra’s journey, check out Rob’s article in Forbes. It’s a must-read for any business leader navigating the complexities of modern branding.

Topics
Blog, Field Operations, Healthcare, Manufacturing, Retail, Transportation and Logistics, Warehouse and Distribution,
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