It helps you manage risk

A helpful way to look at it is as a see-saw or sliding scale – the bigger the brand overhaul, the riskier it gets and so there’s a greater need to invest in really thorough research. It’s a way of mitigating the risks that any change such as rebranding brings:

  • Potential damage to your carefully built brand equity
  • Financial cost of rebadging – on and offline
  • Cost in terms of the time that will need to be blocked off