In simple terms, it’s usually when an organisation needs to make a change. A change in focus, in perception, or because the market has caught up with them and things have become misaligned. Our job is to help the client work out whether some relatively straightforward refinements would bring much-needed clarity, or whether a rebrand is required.
If a client asks for a logo refresh with no business motivation behind it other than “it’s time for a change”, we’ll naturally challenge whether that investment makes sense, particularly when budgets are tight. On the flipside, if they’re hoping a visual tweak or language overhaul will address more deeply-rooted strategic issues, without the need to make wider behavioural adjustments, we’re going to pose some more probing questions.
It’s our job to ensure any brand activity, large or small, drives positive change and ROI.
When the brand no longer aligns with the objectives of the business – the organisation has evolved but the brand hasn’t kept pace. Usually this risks restricting growth in some way, whether in terms of market positioning, competitive advantage, reputation, talent attraction and retention, or difficulty securing investment, for instance.
Think about what you sell. Is the message landing with audiences? Does the portfolio make sense?
And who you serve. Are you trying to sell to everyone, rather than customers who truly want your support? Does your audience understand what you do and why they should buy from you?
Honestly consider your proposition. Can you explain your business in one sentence? Is it sharp enough to open doors and clear enough to be remembered? Does it make sense to multiple stakeholders? Is it distinct from competitors?
These areas are some of the most common sources of confusion, if not limitation.
We’ve developed a strategic tool called the brand canvas, which explores 11 core building blocks required to ‘organise’ a brand. With our independent, unbiased and experienced input, this helps clients achieve clarity on who they are, what they believe in, and how they should behave. It also shapes our next step recommendations.
The right building blocks might already exist and it’s merely a case of restoring consistency. Sometimes, we conclude the brand mark needs to set better first impressions. Sometimes it’s a language challenge. Sometimes it’s about stronger internal coherence and engagement.
Certain conditions would have to be met and we don’t advise this lightly, but we have guided clients through a complete brand overhaul including rename. This might happen because they didn’t conduct appropriate due diligence when first establishing their brand, or because M&A activity requires a fresh start. In truth there are multiple reasons.
There are sometimes trickier scenarios too, if reputational challenges or legacies of the past are proving untenable. In these cases, a rebrand won’t simply make problems disappear. But a carefully considered, executed and communicated project can signal fresh intentions, acting as a catalyst for much-needed transformation.
If you’re serious about gaining a competitive advantage, talk to us, however complex your situation.
