When a new captain takes the helm, the perception of the entire ship changes; certainly the perception from the public changes, and expectations for how fast, far, and smooth the sailing will be.
During these times, brand management may be more subtle than overt, but discipline and rigor are key. New management will always have a new vision, and with a new vision will come new ways of executing. All of these require communication skills that profoundly impact the brand, sometimes changing its character.
In the event that a leader enacts vision change, they must think deeply as to whether the brand that led the company to this moment provides a rosy future context. In the early years of a company, brands are developed by two forces: deliberate and emergent.
Deliberate strategy is calculated, emergent strategy is developed through interaction with customers and the marketplace. A brand is the result of a business’s original experience in the market and through its owners original dreams and goals. This phenomenon is the origin story.
If a brand departs from its origin story, a rebrand is necessary to steer towards balmier weather.
At BS LLC, we dislike the phrase, “brand refresh.” Why? Because you can’t just do a little “nip-tuck” with a color here and a font there and move a brand forward in a mindful way.
When we work with existing brands, we always start with the intent that the brand will evolve. Assuming the brand is successful, we want to keep as much of its hard-earned work and reputation intact as possible, and to do so in a way that allows us to build upon it, productively. “Carrying the brand essence forward” is one way to look at it, but it will always take research, time devoted to understanding market forces, and then a creative exploration to see what stays and what goes.
However, when market forces are very powerful (i.e. an important new player enters, regional economics are troubled, etc.) a new brand may be an inevitable consequence. And there of course, is the rub: market forces are telling you a change is necessary — but, how much change? An evolution or a true rebrand?
This is where working with a business-focused, strategy-driven agency can do much, much more for your brand and your business health than you may have realized. An agency with a strategy and growth mindset will deliver insights on your industry and customers that will evolve your brands in way that far exceed mere cosmetics.
Rebranding isn’t a light switch. It’s a strategic lever—one you pull when the current brand no longer fits the business you’re becoming. The real risk isn’t in waiting too long or moving too fast. It’s in doing it for the wrong reasons, or with no clear strategy to back it up.
We help B2B companies rebrand with intention—not trend-chasing, not panic-polishing. If you’re asking whether now is the right time, we can help you find the answer—and build everything that comes after.
Talk to us if you’re ready to rethink more than just your logo.
