When was the last time you were excited about a big change in your life? Maybe it was buying a new car, getting a promotion or running a half marathon. Whatever it was, it’s easy to talk about positive achievements with clearly defined milestones.

More challenging, however, is communicating a less tangible change, especially something that takes time to realize. This is particularly true for growing businesses that must express a consistent message to their market while introducing new products, services, people, technology…you get the picture.

It’s even been a difficult journey for us, a self-described change agency since 2000. The reality is that we have only recently become fully aware of what that means in our day-to-day operations.

Despite the fact that clients look to us for design services, we keep finding ourselves getting involved in “brand therapy” of sorts. The fact is that people need support when it comes to confidently expressing their strengths in a consistent way.

Businesses are complex and often need a deeper shift at the cultural level to grow. A successful branding transformation is about staying in step with the times by being relevant and aligning your values with those of your customers.

There are two types of change that play a part in re-branding: evolutionary and transformative.

It’s common for a business to want to just refine, or evolve, its brand, but when all those small changes add up—new services, people, and so on—a company becomes a very different entity than when it was founded.

Transformative change allows us to realign a business from the ground up, incorporating all the values and attributes that make it unique while ensuring the brand will be able to grow with the client as time goes on.

We accomplish this by focusing on four different actions that allow businesses to utilize their best qualities and stand out.


What do you stand for? A brand should communicate your values both internally and externally. We developed a powerful visual tool called a Brand Culture Compass™ to align the purpose, values and brand pillars of any organization.


How are you relevant? The most common marketing focus of any company is to promote the latest and greatest offerings. We are experts at positioning new services and products that connect with people and grow sales.


Why do you matter? When all your employees are on different pages with a new brand strategy or marketing initiative, it’s hard to organize action. We offer an interactive culture portal that centralizes communications, training and resources to empower people to take a stand for their brand.


When should you change? Tracking all the moving parts of a branding transformation and sharing that information is important. We have a number of tools and processes that streamline organizational change, such as: ChangeMap, MarketMap, Brand Foundation and Web Specifications.

Building a better business is all about “returning to center.” All companies have qualities that make them different from the competition, but branding is the tool that allows us to grow and develop while maintaining those core values.

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