Impact Labs Australia Logo
Free Rebranding Handbook

When not to rebrand

Danny Ruspandini - Impact Labs Australia
Danny R.

As a rebranding advisor, I’ve had a lot of discussions with organisation leaders about potential rebrands, that end in them saying some version of “let’s not rebrand”.

The reason?

Rebrands don’t fix broken things.

The job of a rebrand is not to repair... the job of a rebrand is to reflect.

In other words, when your organisation goes through a major change (like a new target market, or a serious change in core values) a facelift can be a great way to reflect that.

But if your organisation is failing in some way - poor sales, fewer members, a bored board - a rebrand wont fix that. If anything, rebranding will exacerbate those issues by adding bills that your struggling sales will need to cover. Painting your house to mask the broken pipes won’t magically fix the pipes, you need to get in and fix the pipes.

Thinking about a rebrand?

Ask one simple question: Am I trying to repair something or reflect something?

I’d love to hear if this helped you.

Know other organisation leaders? Please forward this to them - misguided rebrands are notorious for running overtime and overbudget. You might save them a lot of pain.

We send sustainability and rebranding insights like this every day.

Jargon free, designed specifically for Aussie organisations.

Feel free to sign up »

    We'll never sell your data, unsubscribe anytime.

    We acknowledge that we work on the lands of the Wangal peoples of the wider Eora nation in the place now known as Sydney. We are humbled to work on Wangal lands, used for generations as a place for Aboriginal learning and knowledge exchange.

    We respect the Elders of the past, our current Elders and the Elders we are building for our future. May we all continue to look after Wangal, Eora and surrounding lands.
    Impact Labs Australia Logo
    Resources and tools for efficient rebranding in line with your sustainability goals.
    Sign Up
    Get exclusive rebranding insights that we only share with email subscribers.
      © 2022 Impact Labs Australia.
      crossmenu linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram