Rebranding Drivers

Before considering a rebrand it’s important to understand what strategy is driving the change. The three category of drivers are:

  • Structural, to accommodate structural change: Merger and acquisition or spinout.
  • Strategic, to effect strategic positioning: Change direction, broaden scope/scale/visibility, narrow the scope, change internal culture, change expressed personality or change perceived composition.
  • Functional, to improve branding functionality: Name weakness, name confusion, design weakness, advertising breakthrough or legal requirement.

Most systemic institutional rebranding projects seek to affect a combination of these drives in various percentages. At the start of the project it is critical that leadership and management teams understand these drivers and the tactics being implemented to signal change.

Are you considering a rebrand, merging with another entity or looking for a certain spark? Let’s connect for a chat.

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