A Creative Agency That Hates Rebrands
Provocative? Well, Maybe Not as Much as You Think
The word "rebrand" implies an air of self-indulgence. It’s a business’s version of a spring clean, a fresh lick of paint, or a new CMO making moves. The intention behind a rebrand is often clear, but too often, it becomes a distraction, and people miss the point behind the what.
Living in a Fast-Moving World
We live in a world where the focus is often on the wrong things. The logo, the colors, the new typography – is it woke? Does it honor a legacy? Is it ugly? Too modern – or not modern enough? Have we seen it all before? Should it never have been changed in the first place? Just look at the recent response to the Jaguar rebrand. All too often, a rebrand is boiled down to the lowest common denominator in both the design and mainstream press and across social media platforms. Clickbait. Knee-jerk reactions. Focusing on the color, or a new font.
The Problem with Rebrands
The recent Jaguar rebrand raised eyebrows, and rightfully so. The problem is that a rebrand is often reduced to its visual elements, rather than its underlying purpose. A rebrand is not just about a new logo or color scheme; it’s about the business’s vision, values, and purpose.
Rethinking the Rebrand
At Venturethree, we challenge rebrand briefs by addressing core values, vision, and the "why" behind a brand’s existence. We ensure that branding work aligns with a brand’s reset, recalibration, or repositioning, and has the potential to act as a catalyst for needed organizational change.
The Best Rebrands are Those That Go Beyond the Surface Level
The best rebrands are those that go beyond the surface level. They’re not just about a new look or feel; they’re about the business’s underlying purpose and values. For example, Sports Direct, a company that had been known for its low-cost sports gear, transformed its brand identity to become an empowerment champion, built on the promise of "equal through sport." The new identity – an equal sign – puts equality and inclusivity at the heart of the brand.
The Meta Rebrand
There’s also Meta, which boldly moved away from the Facebook brand, consolidating its apps and technologies under one unified company brand. This is when a rebrand is much more than a rebrand. It’s about signaling the company’s intent to lead in the metaverse.
Conclusion
The word "rebrand" often falls short of capturing the complexity and depth of a true rebrand. A rebrand is not just about a new look or feel; it’s about the business’s underlying purpose and values. To get it right, brand leaders need to ask not "does my company need a rebrand?" but "what is our brand trying to achieve?" and "how can capital-B ‘Brand’ achieve this, rather than just brand expression?"
FAQs
Q: What is the problem with rebrands?
A: Rebrands are often reduced to their visual elements, rather than their underlying purpose.
Q: How do you approach rebranding?
A: We challenge rebrand briefs by addressing core values, vision, and the "why" behind a brand’s existence.
Q: What makes a good rebrand?
A: A good rebrand is one that goes beyond the surface level, aligning with a brand’s underlying purpose and values.
Q: Can a rebrand be more than just a rebrand?
A: Yes, a rebrand can be much more than just a rebrand, signaling a company’s intent to lead in a new direction or industry.
