Rebranding needn’t cost the earth or cause a headache. It just takes a little collective focus and perspective to make it a success.
We’ve all heard horror stories around rebranding: The agency that charged £20,000 for a lacklustre rebrand of The University of Bradford, for instance. Or the multi-million dollar new Gap logo that lasted a week before it was replaced by the original.
The problem with both projects is that the ‘why’ wasn’t explained very well. The reasoning behind the work was never properly explained to staff or to consumers by the agency or the organisation, which is a fatal error. Because getting people to buy into the journey behind a rebrand is crucial.
We are aware of how bad planning in the branding process can cause lasting damage. Which is why we like to work closely with companies undergoing rebrands, and make it our duty to understand exactly what it is they want to achieve from their rebrand.
Whether a business requires subtle changes to positioning, wording, logos and styling, or wants to breathe new life into a tired brand identity, we have the skills and perspective to not only make the rebranding process inspiring and energising for staff, but commercially successful with consumers.