Rebranding is a serious investment. That’s why it shouldn’t be undertaken on a whim. Brands don’t have expiration dates. Rebranding because “everyone else is doing it” isn’t a good enough reason.

In a nutshell, branding gives you the benefit of the doubt. It’s an emotional shorthand for your reputation. That’s really what a brand is—your reputation on a deadline and distilled for export.

A brand can take on human-like qualities, personality, and tone of voice. By taking time to define these elements, it's easier for internal teams to confidently create materials that stay aligned with the brand.

If you ask different people what a brand is, you’ll get various answers. Many would say it’s a logo. Others might say it is the visual representation of an organization’s past, present, and future.

For a brand weakened by time or vagueness of message, rebranding is a tool that can effectively re-communicate and illustrate every facet of your healthcare organization.

If you were asked to name the most important aspects of your brand, what are the first few words that come to mind?

You can’t completely recession-proof your brand, but there are steps you can take to minimize the impact.

Renters want properties that offer a unique experience and reflect their lifestyle and personality. This shift creates a strong need for synchronicity between branding and architectural design.

Each brand has a personality that’s unique, tangible and valuable. But, translating that personality into a successful rebrand requires more than assembling a list of “wants.”

There are a lot of signs that it might be time for a brand change. Getting to the point of being ready for change is a big step. But often, it's deciding how much change is suitable for the company.

The moment you start listening to people throughout the organization – not just those closest to you – is the moment you begin to create valuable buy-in for the rebrand.

When you fully understand what sustainability is and how it can impact your brand, you can begin making a clear and meaningful shift within your organization.

Changing an athletic brand comes with some unique challenges. First and foremost the emotions of a loyal fan base, alumnus, staff and students.

While there is a place for in-depth brand guidelines, every brand should create a one-page Brandscape that can be used as a gut check for everything from external marketing to human resources, customer ambassador programs to company-wide meetings.

For a rebrand to be purposeful, it has to address one or more motivating factors, or drivers. It can only serve as a solution if the specific issue, need or problem has first been identified.

We’ve been working 100% remotely for over two years now. One of the downsides can be the difficulty of developing and maintaining close relationships with teammates. When you’re remote, you really have to work at it.

Changing an athletic brand comes with some unique challenges. First and foremost the emotions of a loyal fan base, alumnus, staff and students.

The challenge of rebranding while under the public eye's scrutiny to not offend is hard to face, not to mention how emotional this work can be.