Rebrands: Why bother?
Taking a strategic leap can catapult a brand forward
Hitting the refresh button
When brands decide to refresh their visual identities, it is often met with a overwhelming about of disapproval. After all, what can a rebrand really do? The brand already exits and works, why bother and possibly create confusion with a rebrand.
But a rebrand isn’t just a new look, it’s the moment you signal a new level of maturity and ambition to your consumer and the market. Upgrading a brands identity also means: We are about to kick into a higher gear.
There is even an argument to be made to delay investing in a high-end branding until you have grown into yourself, become the brand you are and have defined your position more clearly. Most brands I’ve worked with need time to figure out what’s working, where they are gaining traction, and who their true consumer is. At which point they might realize their branding isn’t working or they’ve simply outgrown it.
That isn’t to say that a top-tier branding from the start isn’t immensely helpful. It eliminates the need to tediously switch out all brand assets and more. But transforming a brand is part of the “brand experience”, no brand is ever perfectly “done” and can stand-still indefinitely.
Advance to the next level: with a 2.0 identity
Spending money, time and effort on a rebrand can be the catalyst for growth: Great branding and design builds trust, signals credibility, and set a high standard of perception.
I’m about to start work on a rebrand for a client that has realized, their true market fit is B2B. Their brand now requires more legitimacy and a sharpened visual language as they head into a new phase of their evolution.
We’ll make sure to update key brand elements to appeal to the new target audience, build a design system that’s rooted in authority and clarity and delivers the brand message from point-zero of client interaction, thus giving the brand an identity to build years of growth on.
As always I want to hear from you: Likes, dislikes, insights, comments shoot me an email. Cheers
Things I’m looking at
👩💻 Watching Kevin Twohy’s keynote from Config “I’m not a designer, but…”
📝 Need real feedback on your design portfolio? Look no further than SuperHi.cv
🎄 Might be very early, but just bough this holiday card set by Luxembourg based designer Sarah Mafféïs