Too often, brand change is framed as a choice between a rebrand and a refresh. But as Emma Waterman, Strategy Director at FutureBrand in Australia, writes for Mumbrella, those aren't always the right answers. Sometimes what's needed is a rewire.
As Emma puts it:
"𝘈 𝘣𝘳𝘢𝘯𝘥 𝘪𝘴 𝘭𝘪𝘬𝘦 𝘦𝘭𝘦𝘤𝘵𝘳𝘪𝘤𝘪𝘵𝘺. 𝘈𝘭𝘸𝘢𝘺𝘴 𝘵𝘩𝘦𝘳𝘦, 𝘣𝘶𝘻𝘻𝘪𝘯𝘨 𝘪𝘯 𝘵𝘩𝘦 𝘣𝘢𝘤𝘬𝘨𝘳𝘰𝘶𝘯𝘥... 𝘌𝘭𝘦𝘤𝘵𝘳𝘪𝘤𝘪𝘢𝘯𝘴 𝘥𝘰𝘯'𝘵 𝘳𝘦𝘱𝘭𝘢𝘤𝘦 𝘵𝘩𝘦 𝘸𝘩𝘰𝘭𝘦 𝘴𝘺𝘴𝘵𝘦𝘮 𝘸𝘩𝘦𝘯 𝘵𝘩𝘦 𝘭𝘪𝘨𝘩𝘵𝘴 𝘨𝘰 𝘰𝘶𝘵 𝘪𝘯 𝘰𝘯𝘦 𝘳𝘰𝘰𝘮. 𝘛𝘩𝘦𝘺 𝘵𝘳𝘢𝘤𝘦 𝘵𝘩𝘦 𝘤𝘪𝘳𝘤𝘶𝘪𝘵, 𝘧𝘪𝘯𝘥 𝘵𝘩𝘦 𝘧𝘢𝘶𝘭𝘵, 𝘢𝘯𝘥 𝘧𝘪𝘹 𝘸𝘩𝘢𝘵'𝘴 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘣𝘳𝘰𝘬𝘦𝘯."
A timely reminder that before changing how your brand looks, it's worth understanding whether the real challenge lies in the connection between your business and your brand.
Read the full article in Mumbrella.
