Is rebranding the path to business growth?


“We do not need magic to change the world, we carry all the power we need inside ourselves already. We have the power to imagine better.” – J.K. Rowling.

A brand is the sum of all of the touch-points that come into contact with the prospects & current customers. These include the logo, stationery, marketing collaterals, website, office address, & how the employees communicate with the customer base. Customers have a tendency to gravitate towards brands that they can trust.

The key to a brand’s differentiation strategy lies in the experience and value that they provide to their customers vis a vis their expectations. There should be complete alignment and clarity, both inside and outside the organisation.

With changing dynamics, it is vital for brands and businesses to assess their brand positioning and how they reach their target audiences. Brand makeovers needn’t be only in response to dire circumstances. It can be energising leading to strong growth.

Some of the most common reasons for rebranding are Changes in Leadership/ management. Changes in brand positioning. Changes in company vision owing to development and transformation. Changing market and customer dynamics – It’s challenging to stay contemporary and fresh. Even the biggest brands in the world have evolved their brand identity to keep up with the changes in their respective markets.

A successful makeover campaign requires a unified vision that will inspire the customers, employees, prospects and stakeholders. The brand promise and reality have to be congruent to each other. All the marketing collaterals, initiatives across platforms should provide a unified identity that the customer truly understands.

Avon is a 135-year old legacy beauty brand with women empowerment at its core. For decades, they had a straight-cut A as their identity. Avon’s logo has been updated for the first time in 135 years, giving it a bolder, more confident tone of voice.

Avon new logo

The need to re-brand:

Women across different age groups love to depend on someone while making a choice around the cosmetics & attires they should invest in. The new branding, “Watch Me Now”,  aims to make the brand and its representatives more relevant to today’s generation.

It is a testimony to Avon’s heritage as a purpose-driven company – using the power of beauty to create opportunities for people to earn on their own terms. It has been supporting causes including domestic abuse and breast cancer for more than a century.

The initiative brings out real-life positive stories of women who have transformed themselves through experiential learning and mutual support.

“Watch Me Now”

Realising the need for digital initiatives, they have trained Avon representatives online on a large scale. The brand is also amping up its digital assets and online brochures and making its application more social, engaging than just a buying platform.

Your brand is an asset that should work for you. Embracing change and recognising the need to evolve is the first step. Building a brand for the long term requires a commitment to your vision, culture, customers, and employees.

If you are still not sure, why not ask your customers? Does your brand and logo reflect your company values and offerings? Is it still relevant?

Check your competition. It’s empowering and helps both the brand as well as our clients to achieve more.

If you still need help, please connect with us to explore what a rebrand could do for your business. To read more, pls refer to