Beyond the Logo: The Real Work Behind Effective Rebranding.

This article is purely an observation of recent events and is not intended to convey any political stance.

At Hatched, we agreed that we avoid mentioning or even debating three things… football, religion, or politics in our outward comms. However, I couldn’t resist sharing my thoughts on this observation from the past few months.

A rebrand requires a complete overhaul that reflects a company's or organisation's values, mission, and long-term commercial goals. One recent rebranding that shall dictate and own the direction of travel for the UK in years to come is the recent rebrand of the Labour Party under Keir Starmer, which offers valuable lessons for us all…

Rather than focusing on superficial changes, he worked on the underlying issues, addressing concerns and reshaping perceptions from the inside out. The magic comes from within the organisation's underbelly. Understanding your core values will ensure that every department, staff member, and partner reflects them correctly and responsibly. It means aligning your actions, culture, and messaging with your brand’s true essence, creating a coherent and strong identity.

No extensive OOH budgets were placed, or out-of-the-ordinary campaigns were sent to the presses. Starmer didn’t explain what he was doing. He created a strategy and stuck firmly to it. Every day, we are shouted at by brands that loudly announce how their innovation and honourable practices are at their core. However, it's essential to understand that true commitment to these values should be reflected in actions, not just words. However, if these values are not genuinely integrated, they become part of the brand messaging rather than just another campaign.

Like it or not, Starmer’s rebranding victory highlights the importance of substance over style. He did everything out of the public eye, making changes without constantly standing on a podium and shouting them at nodding heads. This is a crucial lesson: effective rebranding should be thorough and thoughtful, ensuring the new brand identity aligns with true values and a mission.

For any brand considering a rebrand, focus on the foundation. Understand the core issues and use them as a robust foundation. Rebranding is not just about a fresh new typeface with an accompanying mark or whizz-bang ident that is created for ‘the gram’ captured within brand guidelines that, if ever printed, resembles the never-forgotten Argos Catalogue (or The Shell Guidelines, if you know, you know ??). It’s about changing perceptions through authentic and meaningful change. Building a brand that stands for something real and impactful is the essence of a successful rebrand.

At Hatched, we believe that brands that take responsibility have the power to contribute towards meaningful change in the world. Being true to that responsibility can inspire a single mind or an entire culture. It can change the way we think and behave and improve human endeavour. This means maintaining a duty of care, standing up for something, for someone, and making life better.

No matter the size of your boardroom, marketing department or even spare bedroom, authenticity, strategic planning, and a focus on substantive change are essential for a successful rebrand. It's about making meaningful changes and letting the results speak for themselves. At Hatched, we find the heart and make it beat. We believe responsible brands can inspire change, improve human endeavour, and improve lives.

If you’re considering a rebrand and want to ensure it’s built on a foundation of authenticity and meaningful change, I'd love to help. At Hatched, we specialise in uncovering your brand's true essence and aligning it with your values, mission, and goals. Let’s work together to create a brand that stands out and stands for something real.

Feel free to reach out to discuss your rebranding journey. Together, we can explore how to build a brand that inspires change, improves human endeavour, and makes a lasting impact.

#Rebranding #BrandStrategy #Authenticity #BusinessTransformation #Marketing #Leadership #ChangeManagement #Innovation #BrandDevelopment #StrategicPlanning #CompanyCulture #CorporateIdentity #BrandValues #OrganisationalChange #Transformation #BusinessGrowth #BrandEvolution #MarketingStrategy #PurposeDriven #ValueBasedBranding #LeadershipLessons #EffectiveBranding #BusinessInsights #BrandIdentity #BrandConsistency #BrandBuilding #SuccessStories #LongTermGoals #SubstanceOverStyle #Inspiration #BusinessSuccess