Why rebranding in B2B health is really a transfer of trust

So why is it that rebranding is high stakes for health-related companies?

Well, because in this sector, rebranding isn’t just a visual refresh — it’s a transfer of trust. I’ve learned over the years that that’s really the business we’re in. We’re in the trust transfer business. In rebranding health organizations, they’re held to a higher standard. You know this. It’s important.

Many leaders assume that trust will carry over, but it doesn’t. I know that inside, you know what the trust is. But in a rebrand where things are changing, you have to be intentional. You have to earn that trust again, and it has to be reinforced.

That’s where we come in. Our human-centered approach at Orange Square is a structured framework that helps ensure that this trust is preserved and strengthened throughout the transition.