Branding – Feb, 2021

When to re-brand?

When to re-brand? Change for the sake of it is a waste of business resource. A waste of time and worse, an unwelcome distraction to organisations’ audience. And, ‘for the sake of it’, I really mean vanity and ego in place of strategy.

Deciding the right time to re-brand is usually fairly obvious and necessary for a variety of reasons. Mostly it’s not brand design agencies who realise there’s a problem but the client themselves. It can be understood anecdotally, from data or more usually from a broad variety of indicators including sales figures, talent retainment and staff motivation.

It makes sense to re-brand when something fundament to the business or it’s landscape has changed. And, let’s face it, a lot has changed recently. Retail isn’t the same, education, manufacturing, health, law, hospitality and finance have changed and not likely be ever be the same. Business though is usually good at adapting. The commercial imperative often propels companies to be innovative and resourceful. This is the nature of market economies.

Though this is a time of significant change, it certainly doesn’t mean every business needs to re-brand. Actually, strong brands with good design propel organisations through turmoil and difficult conditions. Some businesses though will need to change their proposition and will require help from a brand design agency. In some situations it may require moderate intervention as part of usual brand evolution, in other cases more radical change is necessary.

To re-energise, re-invigorate and re-focus is often be part of a creative brief. Brands can become disengaged if they’ve not been cared for or have never been properly conceived in the first place. They may have become tired, flabby and be blunt instruments never articulating the personality, difference and charisma an organisation possesses. And, in light of recent world events they may need to re-imagine themselves.

A re-brand is not the same as a visual identity refresh. That said, the reasons for an identity refresh is usually predicated on change. Consideration must be given of the broader brand identity making certain all interventions made to the visual identity are deeply rooted in the brand essence and not merely lip service paid to the brand.

Much is talked about brand and branding but far less is understood. Whether an organisation has consciously built and shaped their brand or whether they have done little or nothing towards it, there still is a brand. It is more of a question of whether it is relevant, strong and working hard to build the business. You can see more of our work here.

Posted by Jack Owen