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Rebrand Deep Dive: Renaming and Redesigning a Company
Rebranding is the process of reshaping perception. I’ve learned more about the branding process over the years, especially since leading my first major company rebrand at Terminus. I outlined the detail of that formal process and have since had the privilege to lead more amazing brand and rebranding initiatives for growth-staged startups. Currently operating as an independent business instead of as an employee, my latest brand challenge pushed the limit further than I knew was possible and provided more insights that I want to share with those who may embark on a similar journey.
The newest challenge involved a company called ARPR, founded 10 years ago by one ambitious woman at the kitchen table in her one-bedroom apartment. Her mission was to change the status quo of PR firms by integrating more measurable marketing services while eliminating the traditional thinking and siloed approach that many marketing agencies lived by. Over the years, ARPR evolved into an award-winning agency with a close-knit team, strong culture and dual offices in Atlanta and New Orleans; its capabilities continued to expand beyond public relations to solve big problems and provide transformative results for clients. However, with all the company’s growth, the outward brand didn’t align and grow with it. The pandemic was a sure catalyst for internal reevaluation (as it was for…
