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Embracing the rebrand: what the likes of Einstein and Madonna teach us about change.

29 Apr 2019
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Change is big news at the moment, from Meghan Markle shaking up how the monarchy does things to breakaway political parties purposely incorporating it into their name.

There are few changes quite as transformative to a business than a brand overhaul.

Our creative team have picked four people who have known what it means to be part of change and reflect on what we can learn from them when it comes to making a huge change in your business – the REBRAND.

 

“No matter who you are, no matter what you did, no matter where you’ve come from, you can always change, become a better version of yourself.” Madonna

As the queen of reinvention herself astutely points out, desire for improvement should be a constant – but deciding to develop a new, differentiated business identity in the minds of consumers, well, it better be for a very clear and defined reason.

A rebrand should be about acknowledging the evolution of the business, attracting a new market demographic, accommodating a merger or getting rid of dated styling – which was a welcome change for housing provider Edward Mayes Trust.

 

“The world, as we have created it, is a process of our thinking. It cannot be changed without changing our thinking.” Albert Einstein

A full rebrand – we aren’t talking a light-touch logo experiment, this is going the whole hog – is a time and labour-intensive experience. To be a total success, it is often best to get outside expertise in. Not just because of the amount of energy required but the benefit of adding a fresh pair of eyes to you own business self-awareness to answer the question what makes your brand unique?

We love that Oasis fully embraced the contemporary, humorous pun by matching the sourness of their new drink flavours and their newly acerbic marketing attitude.

 

“Fashion changes, but style endures.” Coco Chanel

People change, fashion moves on. The best designers know how to evolve without throwing away their heritage and loyal customer base.

The difficulty for businesses is continuity, maintaining that link with the past while going in a different direction – see how we revived the Warrington Housing Association brand while retaining key principles from its previous brand identity.

 

“Nothing is so painful to the human mind as a great and sudden change.” Mary Wollstonecraft Shelley, Frankenstein

Many of us are instinctively afraid of change. If you are reading this, you have probably made the mental leap by already considering rebranding but your colleagues and the public may be a long way behind.

To garner support for your rebrand, be upfront with the public – don’t do it piecemeal, be proud and let the rebrand be another great story about your company. Transparency is greatly valued in these times of fake news.

But before you get in front of the public, a wholehearted buy-in from staff is essential. They need to be as excited about the rebrand as you want your consumers to be. They are your brand ambassadors. A rebranding exercise can strengthen your company culture and breathe new enthusiasm into the staff for the next phase in its life.

 

Are you ready to make the change? Work with ATTAIN’s creative team to get the perfect rebranding experience that captures the essence of your business. Talk to us today.

 

ATTAIN Digital
ATTAIN, 205-206 Atlas House, Caxton Close, Wigan, WN3 6XU