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Statement 01
Optional
Free brand audit
Thirteen statements, one at a time. You answer, we show you where you land, and one of four readings comes back including the one where we tell you to do nothing. Most companies who take this do not need a rebrand.
Start hereStatement 01
Optional
Your reading
Left to right: how far the identity has aged. Bottom to top: how far the positioning has drifted.
Nothing here points to a brand problem.
Your positioning still fits the business and the identity is holding up under it. Spending on a rebrand at this point would buy confidence rather than advantage. The right moment arrives when what you sell, who you buy from you, or who you are measured against actually changes.
Nothing yet. Keep the guidelines current and revisit this when one of the triggers above moves.
The first signal is commercial, not visual. Watch your win rate against products you know are weaker than yours. That number moves before anything on screen looks wrong.
The positioning holds. The identity has aged out from under it.
What you stand for still fits the business, so there is no reason to reopen the positioning. What has dated is the system carrying it: type, colour, imagery and the rules governing them now look older than the company they represent. That is a contained design problem with a knowable scope.
Typography, colour, imagery and motion rebuilt as one system, guidelines your team can actually run, and applied templates. Six to ten weeks in most cases.
An identity ages quietly, so the bill arrives late. It shows up first in recruitment and in how seriously larger buyers take you, well before it shows up in sales.
This is the result most firms get wrong, and the one they are least likely to sell you.
Your visual identity is doing its job. What has drifted is the argument underneath it: what you sell, who you sell it to, or who you are compared against has moved, and the story has not caught up. A new logo would not touch this.
Customer research, a positioning decision and a messaging architecture your team can use. No new identity. Four to eight weeks.
Most agencies would quote you a redesign here. You would get something good-looking that changes nothing, because the problem is not on the surface.
Both halves have drifted, which makes this a genuine rebrand.
The business has changed and the brand has not followed, and the identity is no longer carrying it either. That means the strategy work and the design work both need doing, in that order. Design first here produces an expensive guess.
Diagnosis, positioning, identity, activation. Ten to sixteen weeks for strategy and identity, longer where brand architecture or naming are involved.
Design is the smaller number. Signage, packaging, product interface, legal and migration commonly cost several times what strategy and identity do, and a rebrand that stalls halfway through rollout is worse than never starting.
How this is scored. Six statements measure whether your positioning has drifted: what you sell, who buys it, who you compete with, and whether your own people tell one story. Six measure whether the identity has aged. Each axis scores out of twelve, and six is the line. A rebrand is only indicated when both have drifted, which is why three of the four readings are not a rebrand.
We will tell you what we think the problem is, and whether we are the right firm to solve it. Sometimes we are not.
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