The power of the outsider
Have you heard the expression “You can’t read the label from inside the jar?” It means you are too close to your own work, problems and habits to see them objectively, and that you need an outsider’s view to understand how others view your business.
This is particularly relevant during a rebrand.
Many of our clients have fantastic capabilities inhouse. They know their audiences, business and brand better than anyone else. So why wouldn’t they also be capable of delivering a full rebrand from start to finish? As budgets gets squeezed, we completely understand why a business would want to save the money.
But we do believe that getting an outsider’s expertise and perspective during this critical moment adds considerable value.
So why partner with us, or another brand consultancy for that matter, for your rebrand?
We're objective
It can be difficult to be objective about your business and your strengths. Over time, internal opinions tend to converge, blind spots appear and people are too deep into operations.
As external advisers, we don’t carry any preconceived ideas about your strengths and what your brand should be. We approach our research with a blank slate, open to hypotheses and avenues to explore. What’s more, we find that customers, employees and senior management tend to be more open and honest with us as an outsider. As a result, we get deeper into valuable insights to help you identify your real, compelling strengths that you may not even see.
We challenge
Great brands are created on the edge. They break sector conventions. They have a point of view. They are clear on the space they occupy. A lot of B2B brands tend to converge into a sea of sameness and need a gentle push to go beyond industry standards.
Our role is to encourage you to be brave and to challenge you. Challenge the way you’re doing things and challenge your messaging to evoke conversations and clarity on what makes you special and how you’re helping your customers. It’s usually easier to play that role as an outsider looking in.
We have dedicated focus
What tends to happen when clients take on a rebrand internally is that business as usual takes over and the project slips. The ambition is there. The talent is there. But the project keeps getting pushed back because there are a hundred other things demanding attention. The rebrand doesn’t get the space it needs. And the result tends to show it.
We’re not running the brand program alongside our day jobs. This is what we do for a living. And we dedicate all our focus to it, not just ‘when time allows’. This enables the momentum that a rebrand requires and deserves.
If you’re about to embark on a rebrand project and fancy a chat about how we can support you, drop me a line.
