Building an Authentic New Brand

Last week, one of our clients unveiled their new brand to employees. It was an amazing day for the associates who joined the company meeting to hear the long-awaited announcement. The CEO and partners presented our branding approach and explained the work we undertook to arrive at the new corporate identity and, more importantly, the new brand.

The process they described wasn’t just about selecting a new name and tagline. It was about emerging in the market under a new brand, with a new brand promise and set of brand attributes that will differentiate the company for years to come. Employees were fascinated by the process, and the message really resonated with them when the CEO described brand as “what you do.”……