Thoughts and Thought Leadership

Reunite Your Brand and Your Business

by | Jul 9, 2024

Reunite Your Brand and Your Business

As companies achieve initial product-market fit and shift into a growth phase, their brands often fail to evolve at the same rapid pace. While significant resources are invested into enhancing the core product or service offering, operations, sales capabilities, branding, and marketing initiatives can understandably take a back seat. This creates a problematic disconnect when an outdated brand identity and narrative fail to align with an innovative and sophisticated business.

Strong branding is crucial for growth companies, startups positioning themselves for investment or acquisition, and private equity/venture capital firms evaluating new opportunities. It represents credibility, conveys value to potential customers and partners, and signals readiness for the next level.

The Impact of Powerful Branding

Numerous studies highlight the compounding benefits that stem from a robust, cohesive brand strategy and identity:

  • Companies with well-established brands achieve higher market valuations and are viewed as more attractive investments (Interbrand).
  • Brands with a well-defined narrative and loyal following can command premium pricing over competitors (Harvard Business Review).
  • Brand recognition builds trust: 59% of consumers prefer buying from brands they know (Nielsen).
  • Strong emotional connections with customers lead to greater resilience during economic volatility (McKinsey).
  • Companies looking to scale attract and retain quality talent when the brand accurately reflects their culture and values (Glassdoor).

When product innovations are powered by strategic brand positioning, it creates a powerful force that elevates the entire business.

“An intentional brand is a resilient brand.”

Rebranding vs. Refreshing

As companies mature, leadership may determine it’s time for a full rebrand, while others choose a more incremental brand refresh approach. The correct path depends on the growth objectives and market dynamics:

Full Rebranding is often pursued during major directional shifts or market reinventions. This could involve redefining the core brand narrative, logo, and visual identity to realign with new product roadmaps or customer strategies. Major tech players like Facebook (Meta), Google (Alphabet), and Netflix have all executed full rebrand efforts to signify strategic repositioning and market expansion.

Brand Refresh initiatives emphasize elevating key identity elements like messaging, visuals, or digital presence without dismantling the entire brand foundation. This allows brands to maintain equity while progressing to a more sophisticated, cohesive voice and look that resonates with their growth trajectory. Many tech innovators have leveraged brand refreshes during funding rounds when their product has evolved beyond the original startup vision.

Companies with sub-brands or multiple product/service lines have even more to gain from an insight-driven brand strategy that includes a thoughtful brand architecture. Similarly, private equity and venture capital firms can attract additional deal flow when their portfolio is built on a foundation of well-curated brands.

Brands are also increasingly shifting gears to use rebranding efforts as a tool to drive organizational change and overall marketing transformation. A branding effort can provide a basis for a wholesale shift in focus or a pivot to a more aligned market or industry.

The Rebrand/Refresh Journey

Whether overhauling or refining brand elements, mature companies extend their strategic lens beyond just commissioning a new logo. With an experienced brand strategy firm, they can leverage enterprise-level frameworks to clearly map the intersection points between brand essence & archetype, customer definition, and category differentiators. The result is a cohesive and consistent brand experience across all consumer touch points, leveraging human psychology and storytelling to forge lasting emotional connections.

Whether looking to revive energy and equity for an existing brand or create a completely new brand, maintaining the balance of authenticity and aspiration is where experienced brand experts become critical partners along the journey. This due diligence ensures the new brand positioning aligns authentically with the evolved business, resonates with targeted audiences, and charts a sustainable path forward.

“There is a problematic disconnect when an outdated brand identity and narrative fail to align with an innovative and sophisticated business.”

Bringing It to Life

The true impact of rebranding efforts stems not just from ideating refined messaging and a new logo but activating it persistently in the market. Too often, brands fail to properly plan for the continuous execution required post-launch, stifling the value and impact of the new brand. Brand activation requires a variety of elements to ensure success:

  • Aligned Assets – Curating a library of assets to power the brand is critical to the brand activation process. These range from brand visual elements like textures, patterns, and photography to the brand website, application, and other customer touchpoints.
  • Thoughtful Launch Plan – Choreographing how the new brand is unveiled internally and externally through purposeful channels, assets, and experiences. This may involve a progressive, phased rollout.
  • Sustained Activation – Reinforcing the brand post-launch through voice, personality, and identity across every touchpoint, both analog and digital. Customer interactions, product experience, social presence, and employee experience must all align seamlessly, consistently, and continuously.
  • Measurement and Optimization – Establishing brand health tracking benchmarks and evolving brand activation elements as needed based on results. Employee engagement, customer feedback, and market performance metrics can inform optimizations.

Growth companies that take a holistic, customer-centered approach to building and embodying their evolved brand are well-positioned to foster deeper engagement and affinity. Or put another way, an intentional brand is a resilient brand.

The Bottom Line

Regardless of industry–whether pioneering innovations in FinTech, Social Good, HR SaaS, or giving new life to a trusted brand seeking its next chapter–companies experiencing a growth inflection should assess their brand’s ability to make a powerful, congruous impression. An outdated or disjointed brand creates friction that hinders customer acquisition, talent recruiting, lucrative partnership forging, and, ultimately, valuation/exit opportunities.

Before making the critical transition to the next stage, growth leaders should audit their brand’s alignment to their evolved business and market positioning. Prioritize strategic brand elevation through rebranding or refresh initiatives and realize the full potential of your business, for customers, partners, investors and prospective buyers.

Ready to Transform Your Brand?

When you partner with Coconspirator, you’re not just getting brand expertise; you’re gaining a strategic ally dedicated to unlocking your brand’s full potential. Let’s conspire if you want to elevate your brand strategy from isolated tactics to a cohesive, integrated approach.

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