New Year. New Brand?

Sabrina Prioletta January 18, 2024

You wrap up the year with a list of priorities, urgencies, must-have’s. By end of December, you swear that next year will be different.

Urgencies are replaced by intentions. Goals. Even (sometimes) a little inspiration to become a better, truer you.

Fast-forward a few weeks into January. What happened?

Maybe you fell back into the same pattern as last year, anxious, frustrated, looking ahead at the next opportunity that you’ll have to reconnect and figure this out.  Right?


Does this sound familiar?

  • Your sector is increasingly competitive and you just aren’t sure what leg the corporate brand should stand on to sustain success over the years.
  • You question how well the company is doing at putting their employer brand forward and attracting the right talent for the job.
  • Your team is beginning to work in silos and your boss seems to listen to only half of what you have to say.

The great gurus have told us to believe in ourselves, trust the process, and have an undeniable conviction that the world is our oyster.  It just doesn’t seem to be that easy to crack.

The closer you are to something, the less of it you will see.

Take a step back.


Before you being going down that rabbit hole, ask yourself these 5 foundational questions:

  1. Why rebrand?
  2. Who do you want the brand to be?
  3. What is no longer working?
  4. How would you know when it is?
  5. What do you need to think about today for a tomorrow that checks all the boxes?


1.Why rebrand?

This is one of the first questions we will ask someone new. Most of the time, the desire to rebrand stems from extrinsic motivation.  This is the desire to receive external rewards or avoid negative consequences.  Extrinsic motivation is not necessarily a bad thing. External rewards can be especially useful or effective in getting people to take action or demonstrate a certain behavior.

But ask yourself – it this a sustainable reason?


Examples of extrinsic motivation for a rebrand include:

  • We want our shareholders to be happy.
  • I just want to fit in and show up as the company expects me to.
  • Our senior management insists that we invest now.

On the contrary, intrinsic motivation comes from within.  It is driven by aspirations, personal values, interests, and at the best of times, a deep sense of purpose. When the desire to rebrand comes from this place, the result is more authentic. Teams take ownership, fear of change is replaced with thrill of novelty, and alignment is maintained (between entities, teams, colleagues, and yourself).

Examples of intrinsic motivation for a rebrand include:

  • We want to have meaningful impact in our community.
  • I aspire to share my perspectives more openly at work.
  • Our situation has changed and we are no longer the same brand we once were.


2. Who do you want the brand to be?

Where many Brand Strategists ask you to position yourself against others as a primary way to rebrand, we also lead you through a series of assessments that enable you to position yourself against yourself.  

Deep understanding and commitment to the WHO will set you apart and speak to your audience at a more emotional level. Defining the identity of the brand, be it personal or corporate, will create meaning for all future efforts.

The search meaning is not new.

This philosophy began in the early 1900’s through the study of religions, myths, and fairy tales of different cultures.  Carl Jung, Swizz Psychologist and founder of Analytic Psychology discovered that the contents of individual consciousness—dreams, fantasies, wishes, impulses, and thoughts—seemed rooted in a collective consciousness. What amazed him is that this was shared by all human beings.

Today, these primitive and instinctive types (Archetypes) have become the backbone for modern brand development.

Summed up, it reads:  How does this brand story provide MEANING to events in my life?

As we reflect on our dominant Archetype, we become clearer about who we are, what we say, and how we act.  This helps us become more intentional about our identity.

There are 12 main Archetypes. Each one of these Archetypes represents a universally familiar character which, once matched with your brand, can then be used to build brand personality.

This is relevant in business because people form emotional connections with brands at a subconscious level. And the deeper the connection, the greater their loyalty.


The privilege of a lifetime is to become who you truly are.   – Carl Jung


3. What is no longer working?

A rebrand is often triggered by the need to address something that no longer works. Perhaps elements of the brand are no longer effective or relevant in the changing business environment. Maybe there is a new strategic direction that the brand aspires to take.

Succession plans, launches, sub-divisions, or M&A’s (mergers and acquisitions) are all common reasons to create a new, unified or cohesive brand identity.

Regardless of the source, there has been a shift in the status quo and something just isn’t right anymore.

Can you identify what changed in your context?



4. How would you know when it is working?

A strategic rebrand may include KPI’s (key performance indicators) as units of measure. Is the new brand performing as well as you thought?

Sales, loyalty, referrals, increased job applications, lower turnover, website traffic, social engagement, and new inquiries are just a few examples.

Some indicators are qualitative, so they may be harder to measure, but speak volumes. Positive feedback from your audience and testimonials are ways to validate how well the rebrand is working.



5. What do you need to think about today for a tomorrow that checks all the boxes?

First things first. A proper rebrand can take months or years to come full circle, depending on the business model, the geographic reach, the product or service assortment, the number of people involved, and the availability of resources to make it all come to life.

Rebranding efforts can sometimes feel challenging.

When unexpected obstacles or needs arise, our resilience and clarity of purpose keeps us on course and better equipped to navigate challenges. Teams that stay focused on the end goals despite setbacks are the ones who see a successful rebrand to completion.