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To re-brand or not to re-brand? That is the question!

Updated: May 16

CAP Enterprise's lovely lime green logo has been around in various forms for over 12 years now - always eye-catching, always simple and always bearing the three letters that represent the foundation of our work - C for confidence built, A for actions planned and P for purposeful pursuits.

It seems to have served us well so far, however, following recent feedback and comments from new members joining the team, it seems sensible that we set aside some time to think about whether we are due a full re-brand, a slight refresh on our visuals or a minor bit of tinkering around the fringes. One thing's for sure though, our brand values are non-negotiable - The CAP Way (see our earlier blog here) identifies crucial behaviours which are integral to how we work.

It's worth considering rebranding now and again, but why? Well, it can be a good idea for several reasons:

  1. Updating Image: Over time, an organisation's image may become outdated or no longer resonate with its target audience. Rebranding allows the company to refresh its image, making it more relevant and appealing to current and potential customers - keeping engagement levels up.

  2. Adapting to Changes: We all operate in a dynamic environment where trends, support needs, and competition constantly evolve. Rebranding enables a company to adapt to these changes and remain relevant and visible in increasingly crowded environments.

  3. Expanding or Diversifying: When a company expands its activities, enters new areas, or diversifies its services, rebranding can help communicate these changes effectively to stakeholders and customers. Think Disability Assist - a great recent re-brand for a small Kent charity changing how it supports disabled Kent/Medway residents.

  4. Mergers and Acquisitions: In cases of mergers or acquisitions, rebranding may be necessary to create a unified identity that reflects the combined strengths and values of the entities involved. From experience we would say a re-brand is crucial in order to avoid the feelings of 'takeover'.

  5. Repairing Reputation: If a company has faced negative publicity or a tarnished reputation, rebranding can help rebuild trust and restore confidence among stakeholders.

  6. Staying Relevant: Rebranding can help a company stay relevant in an ever-changing marketplace, ensuring it remains top-of-mind for consumers amidst evolving trends and preferences. Does a clipart logo using Comic Sans truly reflect what the organisation stands for now?

  7. Differentiation: Rebranding can differentiate a company from its competitors by highlighting unique selling points, values, or qualities that set it apart in the market. This explains crazy company names like, Red Carrot, Yellow Trousers, Frying Nemo and our personal favourite, Barber Streisand!

  8. Attracting New Audiences: By refreshing its brand identity, messaging, or visual elements, a company can attract new audiences or demographics that it may not have previously reached.

  9. Revitalizing Growth: Rebranding efforts can reignite interest in a company's products or services, potentially leading to increased sales and revenue growth. Imagine putting on a new set of clothes - feels good, right? Makes you ready to take on the world?

However, it's important to note that rebranding is not without risks. It can be costly, time-consuming, and may alienate existing customers if not executed carefully. Therefore, thorough research, co-production with clients/communities, strategic planning, and clear communication are essential for a successful rebranding initiative.

Oh, and don't think rebranding is just about a new logo or using a new font on your marketing materials and social media - you need to dig a little deeper than that. According to, the most trusted brands demonstrate consistency, transparency and a commitment to their brand personality.

A lot of food for thought. Watch this space - I feel a colour-change coming on!

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