Why rebranding is about more than a new logo

clock • 5 min read

British Friendly's Iain Clark discusses what makes a successful rebrand and how British Friendly repositioned themselves this year.

Every sector has its own brand requirements - in protection we generally want to be known as safe, reliable, trustworthy - and each company has their own identity that they want to transmit to their customers, the world at large, staff and the rest of their sector. A rebrand is about far more than just a new logo. Your brand is the public face of the business. When it fails to reflect the level of innovation and modernisation your company has achieved, your customers might think you have fallen behind the times. For British Friendly, when we rebranded in May this year, we saw it as...

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