Rebranding
A brand that fits where you are heading again. We bring strategy, story and form back together.
A brand that fits where you are heading again. We bring strategy, story and form back together.
A brand that fits where you are heading again. We bring strategy, story and form back together. With respect for what you have built, and room and ambition for what comes next.
“Rebranding for the sake of rebranding is expensive and confusing. Not rebranding while the company has been something else for five years is more expensive.”
Discover
Conversations with management, sales and/or HR. Client interviews, because they consistently deliver the best material. A competitor analysis that goes beyond a mood board.
Position
The decision: who you are, for whom, why that is different and what you give up for it. With multiple brands, also how they relate to each other.
Build
A name when it changes. Story, key messages, tone of voice and visual identity, applied to the communication carriers that really matter in your case.
Transition
A migration plan: what changes over when, what temporarily exists in parallel, how you keep your findability and the name recognition you have built. Internal launch before the external one.
The company moved on.<br>The brand stood still.
A rebrand is not a matter of taste and rarely a marketing decision. It corrects a gap that has grown too large: between who you are and who people think you are. If you recognise two or more of these situations, it is usually time.
- Your activities have shifted, but the name or the story hasn't grown with them.
- There has been a merger or acquisition, and the question is what now sits on top.
- The next generation is taking over and wants to move forward without throwing away the history.
- You have gone international, and what was self-evident in Flanders isn't elsewhere.
- You no longer win the right assignments, because the shortlist is made before you get to the table.
The question everyone asks too late
A company of twenty or forty years has name recognition, search traffic, referrals and clients who use the old name. That is capital. We take it into account from week one: domain names, redirects, communication to existing clients and listings in the market. Not the glamorous part of the work, but the part that earns money back.
Does this sound like your situation?
Tell us briefly what's going on. The first conversation is always free of obligation and, at worst, leaves you with plenty of inspiration.
Lead time: usually two to six months, from research to roll-out. We define the exact scope per phase in advance.
In practice
Frequently asked questions
When should you definitely not rebrand?
When the strategy is still shifting. If an acquisition, a change of leadership or a major product launch is on the agenda within six months, wait, or you’ll end up paying for the project twice. And when the real problem lies in the product, the price or the sales organisation, a rebrand won’t solve anything.
What is the difference between a rebrand and a restyle?
A restyle mainly changes the visual form. A rebrand also revisits the positioning, the promise or the story of the brand. Which approach you need depends on what has changed in your organisation and your market.
When is it time for a rebrand?
When the gap between who you are and who people think you are has grown too large to bridge with communication. The triggers are almost always the same: a merger or acquisition, a generational change, a shift in activities, internationalisation, or the feeling that you no longer make the shortlist for the right assignments.
Do we need to change our name?
Usually not. Changing a name is the most expensive intervention there is and rarely necessary. It is only on the table when the name has become factually wrong, is not legally tenable or doesn't work internationally.
Will we lose our findability in Google?
A good migration helps you keep the findability you have built. We map existing pages and domains, set up targeted redirects and monitor the transition. Temporary fluctuations remain possible.
What does a rebrand deliver?
A shared positioning, brand story and key messages, tone of voice, visual identity, key carriers and a brand book. Where needed, naming, a migration plan and an internal launch are added. We define the exact scope in advance.
What does a rebrand cost?
That depends on research, strategy, naming, identity and the applications that need to change. The number of brands, languages and markets counts too. We discuss your situation and agree in advance, per phase, what you get and what it costs.