You’ve just opened an email about brand evolution vs. revolution. We’re hoping your curiosity about the complexities of brand building brought you here, and we’re excited to deep-dive together.
Love this. I have a question if you don’t mind — are you launching a rebrand fully formed from the beginning or is it a more natural process where you do a soft launch and refine the rebrand as it is used on real world examples?
Hi Danny! Thanks for your feedback, and we're glad you’re loving OFF Brand. Rebrands or brand updates involve every fundamental aspect of a brand—from strategy to verbal and visual identity—and how it's applied across different touchpoints like marketing, digital, and more.
Ideally, you'd do a hard switch, rolling out the new brand across all touchpoints simultaneously. While that works in some cases, it's usually more nuanced. The approach often depends on the company's size, geographic reach, and business type—whether it's heavily digital or more brick-and-mortar.
For tech companies, where most assets are digital, the transition from old to new can be swift and seamless. However, for brick-and-mortar businesses, the switch can be more complex and costly. Take Burger King, for example—rebranding across all physical locations requires a significant investment of time, energy, and money.
Amazing article!! I feel like I started understanding reasons behind rebranding better. After reading now I constantly think: is it a rebrand or a refresh?
I have a question: in the article you mention that poor branding can cause slow customer growth and high churn. How does this relate to the visual part of the rebranding? Like, I started using Wise for example after the rebrand, but I feel like I did it because the app just became much more convenient to use. Even though I love the new style.
Sorry if that’s a silly question, I have never done a rebranding before.
Great article and happy to see a nuanced take on brebranding. In general I think branding people are too often carrying a hammer and seeing nails everywhere, when in reality, a lot of brands actually have more a marketing problem. It's often in bringing the brand to life and keeping it relevant over time that struggles arise. That being said, there are examples where brand evolution or even revolution makes sense, as long as we do our due dilligence and understand that familiarity with brand assets is not something to throw away lightly.
Would love to talk about this topic on my podcast if you're up for it!
Branding isn’t the only solution, but it plays a crucial role in helping businesses define who they are, what they stand for, why people should care, how they position themselves, how they differentiate from competitors, and how they should go-to-market to effectively reach and engage their audience.
Many companies facing brand or marketing challenges lack solid foundations, causing them to blend in rather than stand out. They often rely on feature-driven marketing, which falls short of delivering on their promise and won't position them as leaders in their category.
One of our team members will reach out to you via LinkedIn to discuss the podcast 🙌
Love the supporting graphs – the triggers for change and the comparison table. A wonderfully comprehensive article.
Great to hear Ilya! 💛
Love LOVE this article!
Music to our ears! Thanks for the support Ed 💛
Love this. I have a question if you don’t mind — are you launching a rebrand fully formed from the beginning or is it a more natural process where you do a soft launch and refine the rebrand as it is used on real world examples?
Hi Danny! Thanks for your feedback, and we're glad you’re loving OFF Brand. Rebrands or brand updates involve every fundamental aspect of a brand—from strategy to verbal and visual identity—and how it's applied across different touchpoints like marketing, digital, and more.
Ideally, you'd do a hard switch, rolling out the new brand across all touchpoints simultaneously. While that works in some cases, it's usually more nuanced. The approach often depends on the company's size, geographic reach, and business type—whether it's heavily digital or more brick-and-mortar.
For tech companies, where most assets are digital, the transition from old to new can be swift and seamless. However, for brick-and-mortar businesses, the switch can be more complex and costly. Take Burger King, for example—rebranding across all physical locations requires a significant investment of time, energy, and money.
Amazing article!! I feel like I started understanding reasons behind rebranding better. After reading now I constantly think: is it a rebrand or a refresh?
I have a question: in the article you mention that poor branding can cause slow customer growth and high churn. How does this relate to the visual part of the rebranding? Like, I started using Wise for example after the rebrand, but I feel like I did it because the app just became much more convenient to use. Even though I love the new style.
Sorry if that’s a silly question, I have never done a rebranding before.
Great article and happy to see a nuanced take on brebranding. In general I think branding people are too often carrying a hammer and seeing nails everywhere, when in reality, a lot of brands actually have more a marketing problem. It's often in bringing the brand to life and keeping it relevant over time that struggles arise. That being said, there are examples where brand evolution or even revolution makes sense, as long as we do our due dilligence and understand that familiarity with brand assets is not something to throw away lightly.
Would love to talk about this topic on my podcast if you're up for it!
Branding isn’t the only solution, but it plays a crucial role in helping businesses define who they are, what they stand for, why people should care, how they position themselves, how they differentiate from competitors, and how they should go-to-market to effectively reach and engage their audience.
Many companies facing brand or marketing challenges lack solid foundations, causing them to blend in rather than stand out. They often rely on feature-driven marketing, which falls short of delivering on their promise and won't position them as leaders in their category.
One of our team members will reach out to you via LinkedIn to discuss the podcast 🙌