Strong brands are simple and are a powerful influence in the customer decision process.

At Dezine, we believe that a well designed brand, consistently applied to all touchpoints (customer contacts), plays an integral role in enhancing reputation, consolidating markets and evolving business in an increasingly competitive world.

The role that a brand plays impacts a business and can contribute to increased revenue and distinctiveness. In addition to supporting sustained growth, rebranding can increase value and enable a company to charge a higher premium. Rebranding is important and can take the form of a redsign of the identity, a reposition or execution of a brand. Whatever the level of change, careful consideration must be given.

There are many reasons to re-brand:

To keep up with the times and keep pace with changing consumer needs (e.g. services, accessibility, convenience, choice, fashion, technology).

Because a brand has become old-fashioned and is in danger of stagnation or in a state of decline.

Due to competition or a fast-changing environment.

As a means of outmanoeuvring competitors, or a way of handling increased competitiveness.

As a result of growth via merger or acquisition.

In order to improve a brand's competitiveness by creating a common sense of purpose and unified identity, building staff morale and pride, as well as a way of attracting the best talent.

To signal a change in direction, focus, attitude or strategy.

To capitalise on new opportunities or innovative mediums such as the Internet.

The danger of not evolving your brand and ensuring its freshness and appeal can result in any number of unknown outcomes. For example, reduced appeal for quality recruits, perceived to be old fashioned or out of touch, not reflective of the companies offering, reduced clarity of employee identity, reduced market distinction.

"Whatever made you successful in the past, won't in the future."
Leo Platt, CEO, Hewlett Packard