By Cassie Moyse, Portfolio North Editor

Branding has always been a passion of mine. I created my first brand 15 years ago for a small cosmetics business I started, and since then, I’ve had the privilege of helping dozens of other businesses build their own brands, ranging from micro-enterprises to multi-million-pound organisations.

I find it incredibly rewarding to analyse public perception, behaviour, and opinion, and to explore how elements like words, colours, and fonts influence the way people think and act. Seeing a brand come to life and watching the impact it has is both captivating and fulfilling. This is why I’ve been following the roll-out of the new Jaguar brand so closely – and I’ve found the response absolutely fascinating.

Decisions about Jaguar’s rebrand were made long before the product was even launched. The brand had already been judged—its fate sealed—before the product was even revealed. It’s interesting how quickly opinions were formed without ever seeing the final product.

The rebranding of Jaguar, a luxury brand long associated with performance and British elegance, provides a fascinating case study in how brand identity shapes consumer perceptions. Every decision leading up to the rebrand—colours, models, design direction, and artwork—was carefully orchestrated, but the public’s reaction reveals a profound truth: brand perception is deeply subjective and far more influential than we might realise.

Jaguar’s refreshed identity has sparked mixed reactions, and it’s not hard to see why. Despite its efforts to modernise, many consumers have voiced strong disapproval, particularly accusing the brand of being “too woke”. These reactions are intriguing because, before even seeing the product or experiencing it firsthand, many had already decided they didn’t like it. They had made their judgments based on the visuals and campaign messaging alone. How can we form such strong opinions about a car without even seeing it on the road? This illustrates the power of branding, and why it matters more than we often think.

The Role of Subliminal Decision-Making in Branding

Subliminal decision-making in branding taps into unconscious cues—colours, sounds, and imagery that elicit emotional responses we’re not fully aware of. These subconscious stimuli can shape our preferences and decisions without us realising. For example, a familiar colour or logo can evoke feelings of trust or nostalgia, which, over time, influence purchasing behaviour. This process occurs without overt persuasion, making it incredibly powerful.

Jaguar’s rebrand, with its shift in colours and artistic direction, aimed to modernise the brand while maintaining its luxurious aura. Yet, when the new concept was revealed, the design was compared unfavourably to Rolls-Royce, often considered the pinnacle of luxury cars. Why, then, didn’t the new Jaguar rebrand inspire the same awe?

I asked a few male colleagues to consider the car’s design as a sleek black model instead of the vibrant pink featured in the campaign. They agreed that it might look “better”. But this preference wasn’t just about the colour—it was about what black represents in the context of luxury cars: sophistication, formality, and timeless appeal. This subtle change in perception shows how much brand identity is shaped by visual and emotional cues, and how even minor adjustments can influence opinions.

The Power of Colour and Perception

The feedback that “black would make it better” reveals how deeply rooted our associations with colour and branding are. Black is synonymous with luxury, while other colours can unintentionally dilute the perceived sophistication of a product. This is why brands like Rolls-Royce have maintained such a strong identity—they’ve consistently used design elements, like black and silver, that reinforce their premium positioning.

For Jaguar, however, their new look risked alienating loyal customers who associate the brand with a certain image—refined British luxury, sporty appeal, and understated elegance. By straying too far from these established aesthetics, Jaguar’s rebrand may have undermined its own legacy, despite the product itself being impressive. The emotional connection that long-time Jaguar fans have with the brand is hard to shake, and this shows how deeply ingrained brand perception can be.

Balancing Consistency with Innovation

The challenge in modern branding lies in balancing innovation with consistency. While evolution is necessary to stay relevant, it’s equally important to respect the core values that established the brand’s identity in the first place. Jaguar’s attempt to modernise may have come at the expense of the consistency that its loyal customers value. Every branding decision, from the choice of colours to the design of the logo, carries symbolic weight, which shapes consumer perception in powerful ways.

Jaguar’s rebrand sought to position the company as forward-thinking and modern, yet still luxurious. The problem, however, is that consumers bring their own preconceptions to the table. Jaguar’s established image as a quintessentially British luxury marque can’t be easily overwritten by sleek, modern visuals that may feel disconnected from its roots.

The Importance of Cultural and Demographic Context

Another crucial element of branding is understanding the demographic and cultural context. For many, Jaguar represents a certain era of British automotive excellence—an

image that feels at odds with the modern, globalised identity the brand is now trying to project. This is especially true for those in their 40s, who grew up with a specific perception of Jaguar’s luxury and performance. The rebrand risks alienating these loyalists by moving too far from what they’ve always associated with the brand.

The rebrand also highlights the complex nature of shifting consumer perceptions. While younger audiences may appreciate Jaguar’s modern direction, they may not have the same emotional connection to the brand’s history, and therefore, may not react to the rebrand in the same way. The Jaguar example underscores how important it is to understand both the psychographics and demographics of a brand’s audience.

Authenticity and Brand Loyalty

In an era where consumers are more brand-savvy than ever, authenticity is essential. Jaguar’s rebrand has been criticised by some as a bid to chase trends, rather than an organic evolution of its identity. For a rebrand to be successful, it must feel authentic to the brand’s core values. If consumers feel that a rebrand is inauthentic or disconnected from the brand’s essence, backlash is inevitable.

Ultimately, the Jaguar rebrand teaches us that branding is not just about the product itself; it’s about the emotions, symbolism, and stories that surround it. Decisions made long before a product reaches consumers—whether it’s the colour, the logo, or the campaign visuals—are deeply influential in shaping perception.

The Power of Emotional Connections

Jaguar’s experience is a powerful reminder that brand loyalty is not built on logic alone. It’s emotional, tied to experiences, aspirations, and cultural significance. A brand’s identity exists within a broader cultural context, and the rebrand’s failure to align with this context led to significant backlash. While it’s important to evolve and remain relevant, this must be done without eroding the emotional bonds consumers have with the brand.

In conclusion, the Jaguar rebrand illustrates just how impressionable we are when it comes to branding. The impact of subtle visual cues, emotional resonance, and brand legacy plays a much larger role in consumer decision-making than we often realise. As the case of Jaguar shows, even the most subtle changes to a brand’s identity can have profound effects on consumer perception—whether positive or negative. The rebrand serves as a valuable lesson for anyone navigating the complex world of branding.