The most effective way to truly understand your brand is to strip it back and then put it back together again. When we do this exercise at Wolfcastle for our clients what is most surprising for them is that it very rarely goes back in the exact same way. The DNA of the business is still there, but by getting under the skin of the brand through indepth interviews, analysis and research, ingrained assumptions are stripped away and gems of brilliance are unearthed.It can pose a host of questions such as is our current branding right for our target market? How are we positioned against our competitors? How have we changed? What are the new opportunities? |
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WHEN TO REBRAND?In most cases, rebranding is an organic process that doesn’t confuse your customer base. This might take the form of an updated logo, different use of imagery and messaging that represents your value propositions with consistency across all communications. Over a period of time your new brand will become the norm and the subtle shift will have brought you in-line with where you wanted to be.Sometimes however, it may be that even with a rebrand there are certain sectors in your market that you are not able to reach. This is particularly the case in premium offerings where the product or service is at a higher price point. In these circumstances, you might consider creating a new brand that sits alongside your existing one to service this market.WHY WOLFCASTLE?Whether we’re overhauling an existing brand or creating a new one, the process is the same. Through extensive market research, trends, competitor analysis, SWOT exercises and product positioning we’ll arrive at the same end result – a comprehensive brand toolkit that gives you everything you need to take your brand to market. |
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