Why Rebrand? Why the team is ready for change

By Cody Carnachan
19th July 2017

The last time we updated our visual identity was over two years ago. For a brand that is only twice as old, that’s a long time.

Hatch has changed a lot in the past two years, and our brand doesn’t really reflect those changes. We’ve realised that now the company:

  • has far more depth and dimensions than the current visual identity portrays
  • focuses on really getting to know our clients, and we want to bring this into the brand
  • has new service offerings that aren’t referenced in the current brand
  • is more mature and contemporary than the brand gives us credit for
  • has core processes and values that we want to reflect through the brand
  • has an amazing culture that we want to show off visually.

And on top of that, our current website doesn’t have any of our new projects or staff from the past two years!

An outdated website and brand is a common problem for a lot of businesses. It’s easy to get caught up in day-to-day operations; looking after customers and delivering good products and services, rebranding is just one of those tasks that tends to fall by the wayside.

But people underestimate the value of telling a good story.

Why telling your brand story in an engaging way matters


Let’s take a chapter out of Simon Sinek’s book and look at his “Golden Circle” for marketing.

Sinek’s argument is that people don’t buy what you do but why you do it.

If you think about that from a marketing point of view it makes telling you story and the communication of your “why”, one of the most important things you could do.

It was after this realisation and drawing a line in the sand about how much longer we were going to have a brand that doesn’t truly reflect who we are, that we have now decided to get moving on our rebrand.

Where do I start?

Ask any designer/developer/copywriter/creative and business owner and they’ll tell you how difficult it is to brand your own company. Even though they (like us) do the same work for their clients, it’s really difficult to extract yourself out of the situation and think objectively about the brand.

It’s for that reason that, even if a rebrand is something you could normally handle, we highly recommend finding a good partner to work with.

Before you start looking for the right partner, it’s important to ensure you are clear on your brief. Here are some questions you might want to ask:

  • Why are we rebranding? Is this going to add value to our business and customers?
  • What’s changed?
  • Do our customers have different needs? Or do we need different customers?
  • Does our brand tell the right story?
  • If our brand was a famous person, who would it be?
  • Does our brand attract the right people?
  • How do our competitors position themselves in our industry? And how are we different?
  • If we were to start the business today with a new brand, how would we want it to look & feel?

Following our own advice, we’ve got our good friends and creative partners-in-crime Blink involved to facilitate our rebrand.

And here we are today.

Follow the journey

Over the next five weeks, we are going to be sharing our journey — what works, what doesn’t work and what we learn along the way — in an effort to give insight into the process and hopefully shed some light on what’s involved in a rebrand.

We’d love for you to join us on our journey.

Next week is about Redefining your brand. If you’re interested in coming on this journey, make sure you follow us on Facebook or sign up to our newsletter below and we’ll let you know when the article is up.