Rebranding – Benefits and challenges
A rebrand can take on many forms, ranging from a revamp of the company logo to a complete change in the whole company image. Businesses will want to rebrand for a variety of reasons, as a result of a recent merger perhaps or simply because the business is moving with the times, has adopted a new strategy or has witnessed a period of considerable growth.
For Cripps LLP (formerly Cripps Harries Hall LLP), a recent rebrand was the result of a culmination of all the above factors. The rebrand represents the coming together of two constituent parts, Vertex LLP and Cripps Harries Hall LLP, following a merger on 30 September 2013 and considerable financial growth.
It is clear that the rebrand has breathed new life into the firm and created a single team which is committed to delivering an excellent service to its clients. So far, the rebrand has attracted a great deal of positive feedback from both clients and members of staff. There is certainly renewed energy at Cripps and a sense that the firm is gaining momentum.
However, a complete rebrand is by no means a simple task. A rebrand is a time consuming exercise and will involve considerable financial investment for any business. In the case of Cripps, the rebrand also involved marrying up two separate cultures into a single ‘community’.
Businesses must recognise that a rebranding exercise is exactly that, an exercise. The hard work starts once the rebrand is complete. In order for a business to maximise the potential benefits of a rebrand, it will need to instil the new ethos in the minds of its staff and its clients: a rebrand is purely a platform from which this can be done.
Reviewed in 2015