Daft Assumptions organisations make when rebranding


On Tuesday morning, we got together at the Museum of London for the fourth Daft Assumptions event ‘Daft Assumptions Organisations Make When Rebranding’.


Brands can become lost over time. Communications become fragmented, brand architecture becomes overly complex, and companies start to lose sight of what they stand for. Organisations that don’t bring their brand into the 21st century risk becoming history. But making the decision to rebrand is the easy part. The process comes with a lot of pitfalls. And how do you keep hold of your legacy without getting stuck in the past?


Huddle’s director Danny Somekh talked through the main Daft Assumptions organisations make when rebranding:


Assumption #1 – A brand is just a logo

Many think that branding is just an aesthetic practice and a rebrand only involves changing up a logo. But branding isn’t shallow; what’s on the inside counts too. Brands should be built on an essence - the core values at the heart of the brand. This feeds into and guides the brand’s principles, personality, and aesthetics.

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Assumption #2 – Branding is an old hat

With technology evolving at such a fast rate, some feel that launching innovative products is the most important thing in business while branding is a thing of the past. But everything your business does is a reflection of the brand, and your brand should guide your product strategy. And remember, branding has evolved too.


Assumption #3 – Branding is easy and cheap

Try telling that to Gap, whose recent attempt to change their logo caused outrage among customers. Rebranding is always risky, especially if you’ve got a business that’s working. Customers and staff will have some attachment to the old brand, so they aren’t always going to welcome the new brand with open arms. In cases of rebranding, it’s always important to stay authentic and be able to explain in plain English who you are and why you’ve decided to make a change. People will appreciate it.


After the presentation we launched into a 40 minute Hack. The brief: Rebrand Britain. The teams had to come up with the brand’s values and personality then use this to create a new name, logo, and tagline, the positioning, and an elevator pitch to sell their new vision of Britain.


After everyone pitched their ideas, the coveted DAFTA award went to Team Swipe Right’s Brexinda: Newly Single and Ready to Mingle who won the majority of the vote (certainly more than 52%).


At the end of the event, everybody went off to enjoy the sunshine, taking new ideas they could apply to their brands with them. Thank you to everyone who joined us and keep an eye out for the next Daft Assumptions.

Photography courtesy of Mark Turnball