TUSI services | Brand
Corporate rebranding and brand redesign
Rebranding redefines and redesigns the brand of an established organization so it matches today’s strategy, without losing the credibility it has earned. TUSI rebranded Iran Transfo Group and renewed the identities of the Tadbir group and Megamotor.
A rebrand is not a new logo. It is a new agreement with your audience.
Established organizations hold a valuable asset: recognition and trust. A rebrand has to protect that asset while aligning the brand with the business the organization is today, and the one it wants to become.
TUSI starts every rebrand with a simple question: what should stay, and what should change? The answer decides whether the project is a gradual refresh or a full transformation.
Protect what matters
What people already trust is kept.
Respond to change
The brand catches up with the organization’s reality today.
A calm transition
Change reaches employees and customers according to a plan.
What we do
Brand audit
Assess current brand assets, audience perceptions and the strengths and weaknesses of the existing identity.
Scope of change
Decide which elements are kept, which are refreshed and which are redesigned.
Strategy and message update
Redefine the position, promise and message to fit the organization’s new strategy.
Identity redesign
A new logo, visual system and brand book, keeping links to the past where they matter.
Transition plan
The order in which the identity is replaced across touchpoints, from stationery to signage and systems.
Brand launch
A launch program for employees, customers, shareholders and the media.
“People don’t count the age of a logo. They guess the age of the organization from it.”
When you need this
A new business or strategy
The organization has moved into new fields and markets, and the current brand gives a narrow picture of it.
A merger, acquisition or change of ownership
The structure has changed and the brand has to represent the new reality.
A dated or fragmented identity
Over the years the identity has drifted and lost its coherence.
An unfavorable image
How audiences see the organization is far from what it is today.
New competition
Innovative competitors make the organization look old-fashioned.
How we work
Audit
Review the current brand, interview leaders and stakeholders and understand audience perceptions.
Strategy
Set the scope of change and update the brand’s position and message.
Redesign
Design the new identity and test it on key touchpoints.
Transition and launch
Phased rollout, the brand book and an internal and external launch program.
Selected work
Iran Transfo Group
Rebranding an industrial group with 15 affiliated companies and a presence in global markets.
Tadbir Economic Development Group
Brand renewal for a holding group with around 100 subsidiaries in energy, telecoms, pharmaceuticals and industry, with a focus on brand architecture and portfolio.
Megamotor
Renewing an established corporate identity, designing the brand portfolio identity and naming a new generation of engines for a product launch.
Frequently asked questions
What is rebranding, and when is it needed?
Rebranding means revisiting the position, message or identity of an existing brand. It is needed when the business, the market or the audience has changed and the current brand no longer reflects the organization.
How is a rebrand different from a new logo?
A new logo is only the visual part. A rebrand starts from strategy and can include the position, message, name, brand architecture and customer experience.
Won’t a rebrand destroy our existing brand equity?
If it is done without a plan, it can. That is why the audit and the decision about what stays are the most important stages of the project. Many successful rebrands are evolutionary, not revolutionary.
How long does a rebrand take?
Strategy and design take a few months, depending on the size of the organization, and full rollout across touchpoints is usually phased. A precise timeline is set after the initial audit.
How do we bring employees along?
An internal launch before the public one is essential. Employees need to know why the brand has changed and what part they play in keeping it alive.
How do we manage the cost of changing touchpoints?
The transition plan schedules replacements by priority and by the natural renewal cycle of each item, keeping extra cost to a minimum.
How are fees for a rebrand set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of change (a gradual refresh or a full transformation), the size of the organization and number of touchpoints, whether the strategy and name need redefining, and the scope of the transition and launch program.
Why TUSI for rebranding?
Three reasons. Experience rebranding and renewing established organizations such as Iran Transfo, Tadbir and Megamotor. An audit-led approach that protects the brand’s existing equity. And support from strategy through to phased rollout across touchpoints.
Related services
Is your organization’s brand ready for what comes next?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
