Saffery announced a major milestone in its 168-year history with a comprehensive rebrand. Marketing and Business Development Director Richard Crook unwraps the components of a successful branding project.

Navigating the complex terrain of rebranding in professional services is no easy feat. With several nuances to consider before you even think about colour palettes and logo makeovers, it’s important to deep dive into the real-world implications of what it means to rebrand – and if it’s even the right time for your business.

What is a rebrand?

Rebranding is when a company rethinks its marketing strategy and brand position with a new name, logo or design, with the intention to develop a differentiated identity in the minds of its clients, stakeholders and wider market.

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