Post-Brexit re-branding

Post-Brexit re-branding 


According to an article I saw recently, business confidence is on the way up. For the first time since the referendum, over half of firms are said to be optimistic about their own prospects. The falling pound isn’t bad news for everyone. Much of the predicted doom and gloom from Brexit hasn’t materialised and businesses seem to be more pragmatic about what the future holds. Positivity is returning. Indeed, for many businesses, things are carrying on as ’normal’.

I was recently asked the question, “is now the right time to appoint a re-branding agency?” The short answer is “why not?” There’s plenty of evidence that points to businesses who have stepped up their marketing activity during a downturn and reaped the benefits. And investing in agency re-branding services is certainly an indication of intent for your business. It could well be an inspired decision.

Fabrik’s recent re-brand of tech-company Lumeon is a point in case.

At Fabrik Brands we tend to ask a lot of questions. It’s important for us to understand the “why” and branding projects are no different. We usually start by asking why someone is choosing to appoint a re-branding agency now? The answer is often quite revealing. But it gives us a great insight into the the minds of owners and decision makers and their priorities.

A branding programme gives you the opportunity to stand back and evaluate the strengths and weaknesses of your existing brand. Sometimes all it needs is some fine-tuning. Your brand may be telling people what you do, but is it telling them why you do it? People connect and emphasise with brands that engage on this level provided that it’s genuine. If you’re looking at charity branding, it’s everything. But many successful corporate businesses have built their brands around their why. Think Innocent, for example.

I’d encourage you to take this opportunity to look at your brand and its components. Is your brand telling a story? Have you created a tone of voice that is distinct and speaks clearly to your audience? Could your visual identity be working harder? How about your logo design, is it still feeling relevant and up to date? These are just a few of the things you could be thinking about as part of a broader re-branding exercise.

Brexit is going to make many headlines over the coming years. Some good, some bad. For a business, these may feel like uncertain times. But one thing you can be certain on is making sure your brand is working hard for you.

About the author...

Steve Harvey

Client Director. Captain of calm. Armchair football fan. It’s 18 years since Steve turned his back on investment banking (and any chance of early retirement) to plough his own furrow in creative services. Experienced. Knowledgeable. Meticulously well-organised. Keeps Fabrik running like a well-oiled machine. His temperament is cool. But his peppermint tea is piping hot (with a Fox's Crunch Cream on the side).


  1. Many businesses are saying it’s very much business as usual, but for many it’s all about confidence. There may be some bumps along the way, but investing in your brand now will pay dividends later on.

    • By Steve Harvey |
    • 22 November 2016
    • Reply
  2. Its good that that business confidence is moving up after brexit and its also good that much of the predicted doom has not materialized, I was actually among those that thought brexit would spell doom for the economy. As for investing in re-branding I agree that this is a perfect time

    • By Rachael Mills |
    • 22 November 2016
    • Reply
  3. So far the Brexit vote is failing to make a dent in hard economic data, despite confidence surveys being universally appalling. It’s early days yet, but evidence is gathering that a dip in sentiment may not be borne out by economic activity, either by consumers or businesses.

    • By Listratov Listratov |
    • 16 November 2016
    • Reply
  4. There’s more news in today’s ONS statistics. The economy grew 0.5% in the three months since Brexit.

    • By steve harvey |
    • 27 October 2016
    • Reply
  5. Interestingly, the head of the World Trade Organisation is also upbeat about Britain’s economic prospects, saying he’s confident Brexit will not cause disruption to the UK’s trading relationships. So, for company’s wishing to make the investment in a re-brand, this new level of optimism should be encouraging.

    • By Stewart Hodgson |
    • 27 October 2016
    • Reply

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