By: Nadine Fakhri, Founder & Managing Director, Space Oddity

If your brand were to take its final bow, what epitaph would be etched into the tombstone marking its legacy? 

It is this very question that we must seek the answer to when embarking on a journey with clients, as we work with them to give birth to a new brand or revive a stagnant one. 

We hear people often say that a first encounter is that of a representative, and not the person themselves. Branding is the very first encounter, between companies and customers, except today’s customers are savvier than ever. They seek authentic connections with authentic brands. Customers have the means and desire to question, so brands must come correct. With customers inundated at every corner and every click, brands need to instantaneously resonate with relevance. The minute the window to your shop is no longer enticing, it is time for a redress. Master this art, and your customers will consistently approach, evaluate, purchase, and indulge.

Prevention is better than cure, however, resuscitation is an opportunity for rebirth. When in the throes of success, or failure, it can be challenging to focus. Monitor sales, engage focus groups, and gather facts. Modernity does not threaten nostalgia, and rationale does not kill creativity, it catalyses it. 

Get it right, and conversations start, employees advocate, customers return, and sales soar. It is this commitment to branding success that has us devil advocating every step of the process. It is never tiresome, because mitigating the consequences is important. This is the beauty of the drawing board; it can be revisited. The billboard, however, not so much. Ask the creatives at the very reputable Laird and Partners, whose reimagination of the GAP logo cost a rumoured $100m and was recanted after less than a week. I do believe that a rebranding backed up by a solid strategic rationale rarely goes wrong, but when it does, it is seismic.

Altering your visual identity holds the potential to reshape consumers’ perceptions of you. Not a decision to be made in haste or a journey to be taken leisurely. Pursuing change, for the sake of it, rarely produces the desired effect, and this is why we embark on a deep discovery with our clients, stress testing their reason for the rebranding. 

Before delving into what they require, both us and, more crucially they, must understand why the necessity arose in the first place.

As a creative strategist, I strongly believe in the significance of establishing a methodology without stifling creativity. The beauty of the creative process is the ability to connect, but it is a double-edged sword. It also means everyone has an opinion, and this is where we have honed our technique. Never static, flexibly modular, and adapted to every client we collaborate with. Opinions are not only welcome, but they are actively elicited. Leadership plays a critical part here, giving creativity a voice, but adhering to a clear agenda.

The indicators of success are simply soaring sales and brand affinity. Of course, now, with digital users audibly vocal, there are other metrics to consider, conversations around the brand.

Lead by passion and solid briefs which we help our clients develop, there is little more gratifying than seeing a much-loved brand, one that founders and teams truly believe in, embraced by a wider audience. 

In the realm of brand evolution, it is not merely about changing appearances but about fostering a dynamic dialogue that resonates with authenticity and purpose. As we navigate the ever-evolving landscape, let us remember that the true testament of success lies not just in the initial applause but in the enduring harmony between a brand and its audience.