The thrill of rebranding
Creating, building and maintaining a strong brand is a delicate process, but something we love to do! At OVAL we get the chance to do it all. From supporting clients in finding how they can differentiate themselves with memorable narratives and design, to bringing their brand to life to employees, partners and customers with events, activations and campaigns. The starting point of this all? Knowing exactly what makes or breaks a strong brand…
Being educated by Scott Galloway, I know the importance of 3 major brand hurdles that build strong brands. Differentiation, Relevance and Sustainability. It may sound simple, but exploring these 3 aspects more critically will definitely stir up an animated brand conversation in your organization.
Differentiation. Is your brand really that different from others? For real? Or do you do more or less the same as your competitors, but with a slightly different brand wrapper? Relevance. Are you really relevant to your audiences’ lives and what exactly makes your brand (products, services) so relevant that they could not live without it, or could they? And last but not least, sutainability, is your brand future proof? Is it sustainable in a world that is rapidly changing? In 10 years, will your brand still be around if you don’t innovate?
Ticking all the boxes is incredibly hard to do. But it is worth trying. Knowing where you stand will definitely help you create the best brand strategies and experiences that will support your objectives.
Walk the talk
And then… we had to do it ourselves: walk the talk. And it is never easy. Our process actually started with two brave employees saying that our visual identity looked outdated and our name was not covering what we truly stand for anymore. Kudos to them! And when one rock starts rolling soon a landslide follows. What started off as a ‘simple’ rebranding initiative, evolved into a thorough investigation and (r)evaluation of our positioning and propositions. From uncovering a strong ‘why’, to articulating that into design and messaging. We didn’t skip a beat. And now, more or less a year later, we are super excited to be launching OVAL.
We tried to tick all 3 of Galloway’s boxes. But honestly, we let you be the judge of our success in that respect. If there is one thing we can say, it is that this process has definitely sharpened our focus on what we want to contribute to the communication industry. On how we can shape tomorrow's marketing communication. On how we can be of value to the professionals in the industry and their customers. Connecting brands and people. For real. Making a positive impact.
So, if you look at your brand… how do you score on Differentiation, Relevance and Sustainability?
Blog by: Bart van Wanrooij, MD OVAL The Netherlands and board member.
If you’d like to learn more about Scott Galloway’s approach or would like to brainstorm about your own brand challenges: feel free to reach out and have a chat.
Contact
Bart.vw@weareoval.nl
0031 6 14898389