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Being Change

I was talking to a client recently whose business is going through a major rebranding exercise. A well-run family business many decades old, they are struggling to stay relevant among many new entrants and disruptors to their business. The core question is what made them special when they started and whatever that is - does it still make them special. 

What need were they fulfilling well for the customer and do customers have the same need or are they able to fill the new needs that have arisen since. None of these questions are easy to answer on their own but to get it to gel with their rebranding efforts makes it even harder. Looking at current branding trends, it seems that they are going with the quirky style.

Quirky branding incorporates everything from hand drawn illustrations and bizarre imagery to overlapping elements, asymmetry and chaotic design. It’s a trend that’s been adopted by a wide range of brands – including in traditional industries such as finance and health insurance. Quirky branding is all about ripping up the rulebook and using unexpected design elements to create a sense of fun and individuality.

Sounds like a reasonable choice being that they are a traditional business with an older client base seeking to attract younger customers. Maybe quirky is the way to go. This has been a great learning experience for me to see and walk alongside a client who is very self-aware and motivated to change business as usual.

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