​The main reason behind the rebranding is Marine Le Pen's wish not to remain associated with the Front National's history. It is a radical move in trying to change the party's image among French voters.

A political party's image is key to winning votes. Its brand is its 'raison d'être' at a core level.

Appealing to people's aspirations to convince them to take action, as politicians do, is fundamentally a branding exercise.
Many businesses probably wish for their clients and employees to become raving and loyal fans. 

Ultimately, businesses with a reputable brand carve a niche for themselves and feel less under pressure to compete on price. It is actually the opposite: well-known brands always charge more than lesser-known ones. This holds true in the B2B sector as it does in the B2C sector.

However, some businesses still don't take their brand seriously. They believe that branding is only for large corporations such as Apple or Coca-Cola and that they don't need to build and nurture their brand. Every business or organisation has a brand, whether they look after it or not. Companies investing in their brand get an instant competitive edge in their marketplace. They do something that most of their competitors don't and increase their visibility.

There are many reasons why organisations rebrand. It can be updating an outdated image or attracting a wider audience. However, the goal is always the same: to become and remain leaders in their field for many years to come.
So next time you look at your business plan's five years goals, ask yourself if your current branding will help or hinder you in achieving these big hairy goals. Maybe a radical change of image is in order.

Would you like to know more about rebranding? Drop me a line here.

​All businesses, regardless of their size, need to adapt to changes in their marketplace to stay relevant. 

Often the changes taking place within the business are gradual. However, every few years you’ll need to change your business model significantly to take it to the next stage of growth. 

When your business evolves to better answer the needs of your market, the market need to know. You do this by rebranding. 

By rebranding, you show the intent of staying relevant in an evolving marketplace. It shows the world you mean business. 

Don't forget that we now live a digital world. The first contact between potential customers and your business is likely to be online. The first thing they'll see is your brand message before you even have the chance to talk to them. Your brand, which communicates how you can help them, becomes more critical than ever. 

However, keep in mind that a successful rebranding of your business will not be a small undertaking. It is far more than commissioning a new logo or refreshing the look of the website. 

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Rebranding is an in-depth strategic process. It involves assessing and defining what is at the core of your business. By rebranding you'll redefine why your business exists, the problems it solves for its clients and how to turn your vision into reality. 

Of course, rebranding might involve a new logo or website, but this is only the tip of the iceberg. The process of rebranding goes much broader and more profound. 

Ask yourself: What is our reason for being? What makes us unique in the market? What is our visibility in today’s marketplace? Are we still relevant to our audience, or are competitors overtaking us? 

Answering these questions can sometimes be difficult. However, if you aren't clear about what your business stands for and what makes it unique, why should your customers? So why should they buy from you? 

Rebranding helps you to refocus your business to where the best growth opportunities are. Next time you review your business and wonder how to take it to the next level; a rebranding could be the answer. 

Would you like to know more about rebranding? Drop us a line here.

Also, Acacia is running an 'Accelerate your growth' on 27th September 2018. Click here for more information and booking via Eventbrite.