Enough fluff: Rebranding can save your business.
Rebranding is inevitable. But too many rebrands are pure fluff. A new logo, a modern colour palette, not much else. Your email signature and home page change—but nothing changes for your business.
But we say ‘enough fluff’. There’s a better way. Done right, rebranding can revitalise your teams, engage your customers, grow your sales—and even save your business.
You need a rebrand when…
Some businesses rebrand because it’s been 5 or more years since last time. It’s a vague reason, sure—but usually more powerful reasons emerge when we scratch the surface.
For some, the rebrand is triggered by a merger or major acquisition. These are great reasons—and there’s a big opportunity to tell a new story. For others, there’s a major pivot in their business model or target market—like when you realise you’ve become a niche provider and need to boldly own that niche for growth.
When new recruits land in senior roles, it makes sense to rebrand—new eyes see new things. But those new eyes might see much more than a tired old logo—they might see trouble coming.
And that’s when you know for sure you need a rebrand—when you’ve hit troubled waters as a business. Sales are down, or churn is too high, or you’ve hit plateau instead of growth.
These are all tips of some big business icebergs. Some say that’s no time to rebrand. And they’re right—if you’re talking a fluffy rebadge.
But when a business is headed for troubled waters, the right rebrand can actually save it.
Rebranding can be more than skin deep. In fact they should involve a deep dive into all the moving parts of your business. An integrated marketing approach to a rebrand is best practice to revitalise, reposition, and even save a business.
When we rebrand a client, it’s a complete strategic realignment of internal and external communications. Sometimes we go even deeper and help with product and pricing structure. Everything’s on the table—because in business, everything’s connected.
We’re also focused on the voice of your brand, not just the look. Anyone can look attractive, but clients stay for the conversation. So we drill into your messages, which drills into your sales, which drills into your systems.
(Bonus article Lift the curse, love the website: From facelift to fundamentals.)
It works because it’s a collaboration.
We get your leaders together with our team of senior marketers, strategists and creatives. We cut through noise, and workshop solutions. We don’t replace your development work. We supercharge it. Then give you the tools to execute it—internally and to the world.
Real brands dig deep.
The word ‘brand’ is often misunderstood to mean ‘logo’. But a brand is really an experience created for an audience as they notice, buy from and eventually promote your business.
It’s a relationship.
Nobody starts a relationship with a logo. To create a genuine brand means digging deep into what matters to you as a business. That’s why we facilitate a ‘Why’ workshop that digs deep into your purpose as an organisation.
Simon Sinek’s ‘Start with why’ approach is the inspiration here. But it’s not enough. We’ve seen too many marketers facilitate the ‘why’ only to publish it unpolished and expect clients to care.
That’s why real brands dig deep with creative too. We bring the big guns on communications—senior copywriters—to speak to your audience about your big ideas in creative and conversational ways.
That means your internal audience too. A brand and voice guide empowers your people to adopt the identity and ideas—and then publish like a real brand.
To help them, we offer a brand manifesto, social media and advertising campaign copy. Then there’s a website that fits your sales funnel, using structure and headlines from the rebrand.
Rebranding helps show the best of your business immediately.
Your new brand will make you money—if it’s done right. It’ll shift all the needles across your business.
Great branding attracts and inspires team members, tightens up sales funnels, grows audiences, and equips sales teams to show the best of your business immediately.
So next time someone says ‘let’s rebrand’—think ‘enough with the fluff’.
Get help to do a real rebrand—not just another logo.
For a confidential conversation on rebranding a business, reach out to Sonya for a discovery conversation.