Why rebranding is a strategic business decision NOT a design exercise

When I’m referring to rebranding as a strategic business decision as opposed to a design exercise, what am I talking about?

When properly executed, rebranding is strategic because it is the foundation for achieving key business goals over extended period of time. It’s aligning your vision, unifying your team, and driving growth. It redefines how employees understand their roles, motivating them to engage with the company’s mission.

It requires active participation from all departments (not just marketing), ensuring company-wide engagement.

It demands that the CEO actively champions and clearly communicates the brand’s purpose, reinforcing its importance across sales, customer support, IT, marketing and operations. The brand’s strategic vision starts with the CEO, who must authentically embody it to inspire belief and action throughout the organization. We love to work with CEOs who understand this opportunity.