The Key to a Successful Rebrand: Why a Brand Diagnostic is Essential

As a brand strategy consultancy business, we know that a rebrand can be a great way to breathe new life into your brand and connect with your audience in a more meaningful way. But, before you dive headfirst into a rebrand, there’s one crucial step you can’t afford to skip: the brand diagnostic.

In this article, we’ll explore why a brand diagnostic is so important and share three examples of Australasian businesses who have used this tool to achieve a successful rebrand.

So, what is a brand diagnostic, and why is it so crucial? Essentially, it’s a deep dive into your current brand identity, messaging, and overall strategy. This process helps you identify what’s working and what’s not, as well as opportunities for improvement. Without this foundational understanding, any changes you make to your brand could miss the mark and end up doing more harm than good.

Here are three examples of Australasian businesses who have used a brand diagnostic to achieve a successful rebrand:

1. Telstra: This Australian telecommunications company underwent a rebrand in 2019, and it all started with a comprehensive brand diagnostic. They identified the need to modernise their brand and make it more customer-centric. This led to a new brand strategy, visual identity, and messaging that better reflected their values and customer needs.
2. Trade Me: This New Zealand-based online marketplace underwent a rebrand in 2019 as well. They used a brand diagnostic to identify that their existing brand was confusing and not resonating with their audience. The result was a more streamlined brand identity and messaging that better reflected their purpose and values.
3. New Zealand Post: This postal service underwent a rebrand in 2020, using a brand diagnostic to inform the process. They identified the need to modernise their brand and make it more digitally focused. This led to a new visual identity and messaging that better reflected their values and customer needs.

A brand diagnostic is a critical step in ensuring a successful rebrand. By taking the time to analyse your current brand identity, messaging, and strategy, you can identify areas for improvement and create a clear roadmap for your rebrand. As the examples of Telstra, Trade Me, and New Zealand Post demonstrate, investing in a brand diagnostic can pay off with a stronger, more effective brand that resonates with your audience. So, if you’re planning a rebrand, don’t skip the brand diagnostic — it’s an essential tool for achieving your brand goals.

11 May 2023