Is Rebuilding Your Brand a Way of Facing the Future?

Rebuilding your brand might have already been in your thoughts. After all, under lockdown conditions, most of us will have had plenty of time to consider what we’re doing, how we’re doing it, and whether it’s working.

In relatively normal circumstances, a brand can still find itself in crisis: something may have gone wrong with its portfolio or product, or someone else might have successfully occupied its territory.

But these are not normal circumstances, and, for many, crisis is now a permanent condition of existence.

Sure, resilience is important, and being able to ride out the turbulence is a vital quality in business.

However, it may be that the answer is not about holding on, or holding out, for things to improve, but to act, and to do so decisively.

Why focus on your brand though? Isn’t that a little indulgent in the face of what looks like a long, hard road to real economic recovery?

Regaining Control

In your own business, it’s natural to want to think of yourself in the driver’s seat. Much of the rhetoric about running your own enterprise is about this sense of driving things forward, of making and meeting your objectives and goals.

But in reality, this sense of control is a fragile thing. In the face of a global pandemic you can control very little.

This seems to have been a major fault with some of the Government messaging:

Control the virus.

In reality, you can’t control the virus. But you can adapt.

Many people have, whether it’s by working from home, or altering how they work with others and interact with customers.

But constantly having to adapt can leave you feeling like you’re always on the back foot, having to respond to risk and make concessions.

This is where addressing your brand could play such an important role, because it puts you back in control.

You can’t influence the spread of the virus, beyond following the guidelines, nor can you influence the wider economy. But you can look at what part you want your brand to play in it.

What Needs to Change (and What Doesn’t)

Rebuilding your brand doesn’t necessarily mean a complete rebrand.

Obviously, in certain circumstances rebranding will apply, say if you’ve got a serious reputational issue. But there can be risks in leaping straight in with this option.

The idea of a new-look logo and website is attractive in the same way that a new set of clothes can be.

But inside those natty threads is the same old you. And that’s the danger of a rebrand, UNLESS you think it through strategically.

A rebrand shouldn’t start with the outward-facing stuff. It should begin with your brand values, and understanding what makes you you. And how that should appeal to your target audience.

It comes down to your brand purpose.

Does Your Brand Align With Your Purpose? 

All businesses evolve over time. Sometimes, what you started out doing is not what you end up becoming.

This can lead to a sense of dislocation. Economic necessity and how things have panned out have taken your brand in a certain direction, but it isn’t the direction you really want to be going in.

Or, you might have been comfortable with things as they were, except now we’ve all disappeared down the Covid rabbit hole and nothing feels certain anymore.

But you can develop a degree of certainty around your brand, if you take time to think about the future.

From multiple perspectives, the future may look daunting, bleak, or both. But in psychological terms, thinking about the future shapes who we are.

Prospection refers to a feature of the human mind. It is the mental ability we possess to represent and evaluate possible futures.

If you consider prospection as being able to shape how we act, as much as the past does, then this fundamental psychological faculty is vital in our development.

Research into the impact of prospection on our cognitive, emotional and motivational behaviour is in its relative infancy, but there is a growing interest and awareness in how it might drive us.

Rebuilding your brand is a means of reimagining the future, by looking at how to explore different possibilities.

What Needs to Change?

There are things you should consider when rebuilding your brand:

  • What are your core brand assets?
  • What is your brand’s tone of voice?
  • Are you using the right language and messaging for your brand?
  • Who is your target market?
  • What channels are you using?

Not all of these things will necessarily come down to a full rebrand. It may be that you need to refine what you already have, retaining the foundations you’ve put in place.

Choosing to change can be enormously positive, but resist the urge simply to dispense with the old.

Rebuilding your brand means first understanding what it is you have, and then shaping it to fit your future needs.

You cannot control what happens in the wider world, or even what happens in your immediate market. But you can control your brand.

A Partisan Approach

We’re a brand consultancy based in Manchester, and we’re interested in promoting positive change in our towns and cities. We’re here to help people, and brands, find positive solutions to sustain future development.

For more information, please call us on 0161 860 7010, or email

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