Have you ever thought about how a simple change in branding can completely transform a company's identity and trajectory?
Change is inevitable. It’s how you face and adapt to change that is key. When it comes to rebranding, the logic is the same.
A rebrand can be driven by various factors, each serving as a catalyst for change and growth. One common reason we’ve seen businesses rebrand is when their name no longer reflects the organisation’s values, mission, or offering. This situation can hinder their ability to connect with customers. In this case, rebranding is a strategic move for fast growth and expansion.
We came across a quote the other day from Jowey Roden, founder of Koto Studio. He said building a brand is traditionally looked at as like building a house - once it’s built, the job is done. But modern brand building is more like building a garden. It changes with the seasons, evolving and growing over time. If you notice your brand isn’t thriving like it once did, or you no longer resonate with it, it’s a clear sign that it’s time for a change – or, in this case, a rebrand.
But, as with any form of big change, there is the fear of failure. How do you communicate the changes in a way that would maintain existing relationships and attract new business? Uncertainty surrounding these questions can lead to resistance to change but finding sustainable growth from rebranding is well worth the effort. Just like a nesting doll, strategic efforts can help uncover and explore a brand's hidden potential and layers of its identity.
So, how do you navigate resistance? Overcoming this challenge requires clear communication, transparency, and a compelling vision for the future. Before you can even start thinking about a rebrand, you need to understand your why.
Ask yourself what the biggest barriers with your current logo, name, or brand identity are. What are your goals for the rebrand? Are you looking to attract a new audience or reengage your existing customer base? Whatever your reasons, engage your team early on, making sure everyone is on board with the vision. Involve them in the process and address concerns openly to avoid internal resistance.
We’re not saying you need a new logo. A rebrand is about updating and elevating every single asset involved in communicating your brand. Think colours, typography, imagery, illustrations. If you love your logo, keep it - but look at the bigger picture outside of your logo for opportunities to grow. Keep the garden but plant some new flowers.
As for external resistance from your customers, show them the value of the rebrand. Focus on how it will enhance their experience and better align with their needs. Again, be transparent in your communication.
When done strategically, a rebrand signals a fresh start, sparking passion and creativity within your team. It's like reassembling Mr. Potato Head: by switching out the parts, you create a new and distinct character while still retaining the core essence. This symbolic shift can build the distinction you’ve been missing, capturing the attention of your audience and creating a unique position in the market.
“A rebrand is an opportunity to honour a company’s roots while positioning it for the future” – Dalton Dorné