This week I had a mildly successful back-to-school shop with the kids.  (One pair of football boots down, one to go).

September is in the air, and this year, even more than others, that ‘back-to-school’ feeling is hitting businesses too.

All the questions I’ve got within the last week have been about ‘rebranding’ in September.

Perhaps the lure of new shiny pencil cases is making you feel your brand needs an update too?

If so, then just hold your horses for a moment before you get sign-off on a big September ‘rebrand.’  

‘Rebranding’ is a very loaded and misunderstood term – usually interpreted to be all about changing the signals of what you stand for – primarily your visual identity and verbal identity.   It’s used as the great panacea – for declining sales and low pricing, lack of customer engagement, or employee motivation.

And, let’s be honest, it’s also kind of exciting...