A rebrand makes sense when your name, look or message no longer fits the size or focus of the business: after a merger, a move upmarket, a new service line, or when one part of the business needs to stand on its own. We start with interviews and research, settle the positioning and message, then design an identity system your team and vendors can use without us.
Refresh or full rebrand
A refresh keeps your name and what you stand for, and updates how the brand looks and sounds: the logo, colors, type and the way you describe your services. A full rebrand changes the positioning itself, and often the name: who you serve, what you are known for and how you differ from the firms you compete with. The audit tells you which one the business needs, and why.
How the work runs
- Research. Interviews with your partners, staff and clients, and a review of competitors and the market.
- Positioning and messaging. A positioning statement, key messages for each audience and the proof behind each one.
- Identity. Logo suite, color, type, iconography and image style, shown on real pages, posts and documents before you approve them.
- Rollout. Guidelines and templates for your team and vendors, and a plan for updating the website, profiles and signage.
Brand separation
When one part of the business needs its own name, we plan the split so rankings, reviews and referral traffic follow it to its new home. Planman Health Insurance moved off a shared financial services website this way and went from 80th to 33rd on Google in three months.