“Doing” Re-branding

Posted by on Mar 20, 2007 in Uncategorized | 4 Comments

Sorry bout pic – can’t stop it rotating. Any tips from real bloggers out there?


This morning in Camden (though frankly, it could have been any High Street in the country) a van pulls up. Two fellas get out to “rebrand” a local estate agency.They started with the sign on the right (the one on the left is the “old brand”). By now they’re no doubt having a nice cup of tea down the road.

Which has changed…absolutely nothing. Apart from the signs above the shop (Oh, and some of the documentation the company uses.

But there you go, another company successfully ‘rebranded’. Another day, another dollar…

All too often – it seems to me – we imagine that by changing the way a company looks (or talks) we will change the company’s “brand”. Ad and communications folk are just as bad as the logo-police who seek to impose executional consistency (how something looks). Or the signage gang.

3 things to remember here:

i. Nobody is watching – few of the staff even care that much.
ii. The brand really exists only in the conversations, social lives and shared working assumptions of folk out there (including staff)
iii. The brand is really driven by its behaviours not by its messages or its colours…so if you want to change your reputation, DO SOMETHING, don’t just get the comms boys and girls or the design studio in.

Oh, and it takes a long while for folk to notice and to change their shared assumptions about you, so if you want things to change quicker, I suggest you do something really worth talking about – something ‘remarkable’ as Seth would have it.


  1. John Dodds
    March 20, 2007

    Something has happened actually – loyal customers have become confused. They’re asking what happened to the business they liked (assuming that is that the business has loyal customers – all too often rebranding is an implicit admission that they don’t).
    I saw this happen with a letting agency which had a very simple descriptive name that said what they did. Deciding to emphasise the more expensive lets which they managed, they changed the name to something anonymous but allegedly with gravitas. It was still the same letting shop in the same location but the accumulated reputation had been put into question in the minds of many.
    P.S. Linking to A listers? I see you’re getting the hang of this blogging lark!

  2. alan herrell - the head lemur
    March 21, 2007

    swap the two numbers in your source:
    width=”300″ height=”225″
    width=”225″ height=”300″

  3. Mark Earls
    March 21, 2007

    Nope. That’s just stretched the visual, Alan. Thanks anyway. Any other tips?

  4. Lloyd Davis
    March 21, 2007

    Mark, I’m pretty sure you’d need to rotate it first and then upload it again.
    Begs the question, why aren’t you hosting, sharing and generally socialising your images on flickr?