Business Time: Rebranding a Successful Business

Business Time: Rebranding a Successful Business

We are often approached by successful companies. They tend to be at a turning point: a transition in ownership, a growth phase, a different strategic direction. The question arises,

“We think we need to think about our brand at this time, but we aren't sure. What can we get out of it?”

It’s reasonable to expect to get something from an investment. We think there’s a return or we would be doing something else. The return is often difficult to quantify, though. In our experience, our work incites these results:

Morale for Employees

The most common and unexpected long term return for clients is the boost in internal morale. The process of articulating why you do something is invigorating. It reminds you why the company was started in the first place. The excitement is contagious to team members. On a more basic level, it’s like getting new clothes. Employees are excited and proud of a new website, t-shirt, or letterhead. It’s thrilling to be part of a company that invests in how it looks. And enthusiastic employees make for happy clients.

Internal Coherence

One of the most common comments we hear is that the company’s visual brand elements don’t match the quality of the work they do. Over the years different versions of logos appear. The website gets stale. Signage looks worn. Business cards are cluttered and tired from one too many revisions. Remember: companies evolve. People learn and grow. It’s good to step back, to see your company in a way that has become difficult, as someone sees it for the first time.

Clarity for Customers/Clients

A successful rebrand stakes a claim. It is polarizing. It says “This is who we are, what we do and why we do it” in a definitive way. It allows customers or clients to immediately decide if your product or service is for them. It saves time in the sales process. It creates a space for loyal fans. It saves the heartache that follows trying to please the customer who wasn’t a good fit in the first place.

“Bullhorn helped us get our bearings. The Chamber Music Festival was at a turning point, and Bullhorn's work to create a definitive and recognizable brand for the Festival made us rethink what we are, what we're trying to be – and we couldn't be happier with the result.”

Business Time: Rebranding a Successful BusinessBusiness Time: Rebranding a Successful BusinessBusiness Time: Rebranding a Successful BusinessBusiness Time: Rebranding a Successful Business