Dave Matchack’s Post

How to Rebrand a Company While Honoring Its Legacy

A rebranding is not just an aesthetic improvement.  It can be a tool to solve a business problem.  It can help achieve organizational challenges. Rebranding can: - Create a common culture after an M&A. - Bring the organization up to date. - Help reach new markets or people. - Attract new talent... and retain them. - Facilitate customer acquisition - Associate the company with new values and discard old ones - Match the identity to the company's quality Our last article lists some situations in which rebranding can be beneficial. Are you familiar with any of them? https://lnkd.in/dPrxfqpE

A clear vision and the right culture are essential foundations for building a winning brand. A tech company came to us with a world-changing product that could reshape their industry, but the brand wasn’t connecting with their team or the market. The disconnect showed up in missed targets, disjointed efforts, and a brand that felt more like an afterthought than a compelling force. We quickly spotted the underlying issue. (And it wasn't the issue they thought we were solving.) The real problem was that their vision was confined to a few executives and not lived across the organization. It hadn’t traveled beyond the C-suite. And without a defined culture to support this vision, the brand felt confused and hollow to everyone else. So, we rolled up our sleeves and got to work: We planted a flag that everyone could see with a vision story that was both inspiring and actionable, rooted in the reality of their day-to-day work. We crafted an Idea Worth Rallying Around®—a unifying concept that connected their product to a broader purpose. This rallying cry became the center of everything—bringing consistency and meaning to the brand. We built a culture code that didn’t just list one-word values, but activated them with a playbook that defined how they made decisions, interacted, and hired. And yes, we designed a clean, sophisticated visual identity that made the vision visible. The results? Employees began seeing their role in the bigger picture. Engagement shot up. Teams collaborated with greater focus Projects started crossing the finish line faster. Externally, customers noticed the difference too—their interactions now felt intentional, connected, and compelling. The takeaway for leaders: The vision in your mind isn’t enough. Without the cultural scaffolding and brand to support it, vision will remain a dream instead of a direction. Motto®

What are the basic steps to building a "noble purpose"? Howard Schulz's response on the question of companies risking cancel culture for a misstep or mistake, "Brands that have built their success on strong core values will endure. While nothing guarantees immunity from the culture wars, companies that stay true to their heart and soul can weather these challenges much better." This article simplifies the steps to take to define and activate a brand's "noble purpose": 1. Articulate the noble purpose: Do some soul searching to understand how the core business enriches consumers’ lives. How does your brand meet consumers' needs? What ideals/values define how the brand conducts business? 2. Actions speak louder than words: How a brand acts based on their noble purpose (their why) sets the stage for how consumers view the brand and even the category 3. Brand can leverage purpose to lead: Brands can serve as role models to even help consumers navigate challenges by staying true to their purpose Read more here: https://lnkd.in/epQ6Jm9K #BrandPurpose #Purpose #NoblePurpose

Brands are built with values Values, whatever they are - stable, strong, honest, creative, innovative … Collectively, everyone is part of it. The enthusiastic founder with a clear vision Or a geek manager with annual plans Even an office boy serving coffee on time We give and take away values every day in one form or another. When the values are not in sync with people, their needs, and views, a brand loses meaning. And that space is utilised by the brand that makes more sense to the world. That's why the values need to be built strong. Stronger values make better brands, the ones that come with recall. The ones that people love. Notes for planning a concrete brand strategy in this dog-eat-dog world.

𝗦𝘂𝗿𝘃𝗶𝘃𝗮𝗹 𝗼𝗳 𝘁𝗵𝗲 𝗕𝗿𝗮𝗻𝗱: Employees as Architects of Success or Failure. Launching a brand isn't just a public affair; it begins within the heart of the organization – with its people. Before the world sees it, our employees become the pioneers, the living embodiments of our brand. This process is more than just information; it's about forging a collective identity and turning every team member into a dynamic representative of our imminent brand evolution. 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 𝗹𝗮𝘆𝘀 𝘁𝗵𝗲 𝗴𝗿𝗼𝘂𝗻𝗱𝘄𝗼𝗿𝗸, 𝗯𝘂𝘁 𝘁𝗵𝗲 𝗺𝗮𝗴𝗶𝗰 𝗹𝗶𝗲𝘀 𝗶𝗻 𝘀𝗽𝗮𝗿𝗸𝗶𝗻𝗴 𝗲𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁. Imagine a company-wide event that isn't just about facts but an ignition of collective enthusiasm, where each employee becomes a torchbearer lighting the way forward. Engagement is the pulse of this journey, creating a dialogue where every voice matters. It transforms the brand from a concept to a living entity with the collective heartbeat of the entire organization. 𝗣𝗿𝗶𝗱𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗶𝗻𝗻𝗮𝗰𝗹𝗲. It's about ownership, instilling a deep connection that makes the brand a part of their identity. As we approach the brand launch, let's not just see it as an external revelation but an internal transformation. Educate, excite, engage, and instill pride – making every team member an architect of the brand's destiny. Together, we breathe life into it, creating a vibrant entity that resonates with each individual and reverberates across the industry. The journey is about collective footsteps leading us to a transformative destination. Step by step, heartbeat by heartbeat, we embark on this grand narrative. #Brandsmadedifferent #EmployeeEngagement #PrideInOurBrand #marketing #manufacturingmarketing

Brand has always been a concept that connects and influences across business functions - and company culture is one of the most important areas to align with. But when you're 'staging an intervention' in brand or culture (or both) how do you line the pieces up? Here are some thoughts - with appreciation to my colleague Claire Gallagher for her input. #brand #brandstrategy #purpose #organisationalculture #values

How to navigate culture in Branding How to navigate culture in Branding, maintaining cultural inspiration In the ever-expanding landscape of branding is crucial. Often time brand uses different culture to tell their stories because they draw inspiration from cultures Infusion of cultural things can add richness and depth to brand narratives, resonating with audiences on a deeper level. https://lnkd.in/eFMMz3Pi

A rebrand is often seen as a solution when a company is struggling. Yet, rebrands often become quagmires that fail to live up desires and expectations. In the worst-case scenario, a rebrand can alienate the existing customer base. The importance of thinking through and answering simple questions can add great benefit so that stumbles around rebranding can be side-stepped. These include: ·  Do we know our organisational values and have these evolved? ·  Are we considering what's going on in society and with our target audience? ·  Do we need to change our entire brand identity? In today's social media climate, more than ever, a rebrand is a challenging journey to embark on with external and or internal scrutiny inevitable. However brands need to take risks in their life cycles to ensure relevance, authenticity and advocacy. The brands that balance customer sensibilities while pushing boundaries in a measured way, will be rewarded long-term. https://lnkd.in/gaNt8WfB

◻️ Your brand is undergoing changes. How do you ensure your team is on board during the rebranding process? A successful rebrand hinges on the active participation and support of your team. By involving employees from the outset and maintaining open communication, you can foster a sense of ownership and enthusiasm for the new brand identity. Read More in below link. ◼️ Comment, Like and Repost! ◻️ I just contributed an answer to this article, You can check it out right here: https://shorturl.at/adYrL #rebrand #rebranding #teamwork #employeeengagement #companyculture #brandidentity