Any form of branding is change

The concept of change when it comes to creating a new brand is choppy, uncertain and complex. Organisations embrace change with pain and in most instances, in waves of varying degrees of uncertainty.

When it comes to practical implications of change on brand building, the stakeholder mindset at the beginning, during and at the end of the engagement is important to monitor. Clients embrace the concept of building a new brand that will be transformative with excitement. Then they move into a stage of doubt and low-confidence, when they mull over how much they will destroy if…