Branding refers to an identify of an organisation or entity. There is much more to branding than an extravagant logo. It constitutes the visual and verbal promise an organisation stands by through quality and reputation.

Often there comes a time where aspects of your business can turn outdated and not as relevant as it once was. You may begin to get the sense that there isn’t as much buzz around your organisation and the perception of it as there once was. So, what might be the reason for this and what could you do about it? The answer may be that you need to re-evaluate your branding. In every organisation there inevitably comes a day when the logo that has been around since before anyone can remember isn’t as sharp and shiny as people think anymore. Time for a rebrand then…

A rebranding activity shouldn’t be undertaken for the sake of it. There has to be a clear and defined aim and rationale. Many will know that rebranding doesn’t come cheap and offers a strenuous and detailed process in ensuring that everything (such as communication and visuals) are completely followed through and redesigned.

Commonly, organisations feel that they need to re-strategize and rebrand due to changing stakeholder and customer preferences. It may be the case that such organisations are dictated to by changing industry or market trends. Stakeholders can be a funny old bunch, and it may reach a time where their engagement with your organisations brand is stagnating or declining. Action needs to be done.

There are of course other reasons for deciding to take the plunge and make a change.

Often when a corporate merger or acquisition goes through, changes will have to be made to the new identify of this new entity. You can’t really retain both branding identifies (unless there’s someone very creative involved). Corporate and strategically shifting requires will commonly require some type of shifting or tweaking of the marketing aesthetics.

Over a prolonged period of time (or sometimes an immediate reaction is required) an organisation could decide to reposition within the marketplace. A purpose for this change involved an organisation becomes stagnated within such a marketplace and needs a different trajectory in pursuit or achieving commercial aims. Such strategically thinking and actions simply has to involve a rebranding exercise.

But now let’s look at us here at QTS as an example. We’ve decided that we want to freshen up our messaging, company communication and visuals, and connect with all those around us in a new and more modern way. It may appear to look like subtle and trivial changes to some, but to us it’s significant and a leap in the right direction.

An organisations brand is an asset, and like most assets it can depreciate over time so it’s shrewd to keep on eye on what the brand means to stakeholders, and what it says about your organisation.