Category: Branding

A rebrand is a critical phase for any business that is merging, growing, changing direction or simply looking to refresh and stay relevant. In other words, sooner or later, every business will find themselves rebranding and updating their visual brand identity.

Huge marketing budgets are routinely dedicated to building a brand which resonates with customers, but the most cutting-edge companies also invest in building a brand culture which excites and inspires their employees.

One of the biggest communication problems I encounter when working with companies undergoing a visual identity update is between company brand managers and the designers they hire to help rebrand their assets. If one side doesn’t hear the other at this important time, the entire operation may be in jeopardy. Designers, understandably, are often focused…