The Art Of The Rebrand – & The Artists Doing It Well

Personal branding is a major aspect of becoming an A-list celebrity. The difference between good branding and missing the mark can be the downfall of your career… and has been! 

Most celebrities are associated with a recognisable brand. Creating a strong personal image is a helpful tool to rise in fame – and crucial in allowing you to stand out from the crowd. 

Whether you’re a singer who’s failed to break the mainstream, or an artist looking to go solo, a rebrand is sometimes completely necessary.

Here are some pop girlies who’ve had some of the most successful rebrands in recent years.

Sabrina Carpenter  

 

View this post on Instagram

 

A post shared by Sabrina Carpenter (@sabrinacarpenter)

Making her debut on Disney channel show Girl Meets World, Carpenter portrayed the character of Maya Hart at just 15 years of age. In 2014, she released her debut single ‘Can’t Blame a Girl for Trying’ followed by an EP of the same name. Unfortunately, these songs did not chart as intended and further pushed the narrative that Carpenter was destined to be nothing more than just a Disney star. 

It wasn’t until the release of her fifth (!) album Emails I Can’t Send (2022) that Carpenter began gaining traction. With the help of TikTok, her viral single ‘Nonsense’ (and her support of Taylor Swift on her Eras tour) led to her sudden success. Her rebrand from young Disney star to a fun, flirty singer helped skyrocket her career, and it was her lead single on her newest album Short n’ Sweet, ‘Espresso,’ that made global sensation she is today. The songs play on self-confidence and femininity, helping Carpenter to create a well-known brand for herself.  

Addison Rae 

 

View this post on Instagram

 

A post shared by Addison (@addisonraee)

Rising to fame on TikTok in 2019, Addison Rae was once known only for her fun dancing videos and viral content. In early 2021, Rae released her debut single ‘Obsessed’ which was set to be the lead single of her up-coming album. The song was heavily criticised for its productive and music video, causing Rae to temporarily shelve the record.   

The leak of song ‘Diet Pepsi’ in 2024 propelled Rae back into the spotlight. She then went on to feature on Charli xcx’s remix album, Brat and It’s Completely Different but Also Still Brat (2024), which allowed her to feed into the Brat Summer trend, as she continued to release music, including songs ‘Aquamarine’ and her most recent single ‘High Fashion’. Rae has an upcoming album release in 2025, and it’s one of the most anticipated pop album releases of the year.  

Miley Cyrus 

 

View this post on Instagram

 

A post shared by Miley Cyrus (@mileycyrus)

Miley Cyrus began her career as the titular Hannah Montana, and quickly grew into a globally known Disney star. After deciding that she wanted to release music, she collaborated with her father and released ‘Ready, Set, Don’t Go’ which helped promote her Best of Both Worlds tour. The tour was highly successful, and record labels played on the young, peppy aesthetic Miley was once known for. 

As she got older, Cyrus tried her best to break away from her Disney star brand. These attempts were largely unsuccessful – until the release of Wrecking Ball. The song (and album, Bangerz), stirred controversy as the music video featuring Cyrus naked on a large wrecking ball. She also performed with Robin Thicke during this time. Despite the negative media attention, this era helped Miley to break away from her previous child-friendly image, eventually allowing her to release the music we know and love today.. and finally win her first Grammy! 

Christina Aguilera  

 

View this post on Instagram

 

A post shared by Christina Aguilera (@xtina)

Featuring on The Mickey Mouse Club in 1992, Christina Aguilera made her TV debut alongside Britney Spears, Justin Timberlake and Ryan Gosling. In 1995, the series was cancelled and Christina went on to sign a record deal, later releasing her self-titled debut album. Hit singles ‘Genie in a Bottle’, ‘What a Girl Wants’, and ‘Come on Over Baby (All I Want is You)’ solidified Christina as a teen idol in the ’90s. 

Aiming to break away from her youthful image, Aguilera released Stripped in 2002. She also adopted a new alter ego with this album, known as Xtina. Dying her hair, and showing off her piercings and tattoos, Xtina’s album went on to sell over 2 million copies and became the second highest-selling album by a female artist in America in the 2000s. The use of an alter ego was highly effective in giving Aguilera a new recognisable look, allowing her to break away from her teen brand. 

Gwen Stefani 

 

View this post on Instagram

 

A post shared by Gwen Stefani (@gwenstefani)

Gwen Stefani’s career kicked off back in the 90s, when she in a band with her brother, No Doubt. After the release of three albums, the band found worldwide success with their song ‘Don’t Speak’ from their third record, Tragic Kingdom.

They continued releasing music in the alternative rock genre, until Stefani decided to go solo and release her synthpop and electro album, Love. Angel. Music. Baby. and later her electric, dance focused album The Sweet Escape. Leaving behind her grungy era, Stefani adopted a pop focused image, leading to a seriously successful solo career. 

Words by Emma Nolan