Brand Challenge
Your brand no longer reflects your business
Your business has evolved. New direction, new scale, maybe new leadership. But your brand still looks like the company you used to be. Your audience is making decisions based on a version of you that no longer exists.
The problem
The gap between who you are and how you show up
Businesses change. They grow, pivot, change direction. But the brand often stays behind.
If the identity still reflects where you were rather than where you are, you are experiencing the brand gap. And the risk is that you look and sound like you are solving yesterday’s problems.
It is a business positioning problem often disguised as a design problem.
How do you know if you have a brand gap?
There is rarely a single moment when a brand becomes outdated. It is more gradual than that. But there are patterns worth recognising.
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The solution
What does good look like?
Many businesses jump straight to visual output. New logo, refreshed colours, updated website. But if the strategic questions haven’t been answered first, the output won’t solve the problem.
The work starts with asking the right questions, the ones that brand strategy and visual identity design need to solve.
The questions we start every project with…
What should this business be known for?
Who are the right people to reach now?
What ROI does this need to deliver?
What the work looks like in practice
Not every business needs the same thing.
Some businesses have the right positioning but an identity that no longer reflects the quality of what they deliver. Others have changed so fundamentally that comprehensive repositioning is the only answer.
The difference matters because getting it wrong in either direction is costly.
Work that closed the gap
Brand refresh: Informa
Reinvigorating a global leader
Informa had shifted decisively towards digital and data-led services, but the brand had not moved with it. The identity still reflected an earlier version of the business, one that no longer matched the ambition or the reality.
We delivered a sensitive refresh, refining the logo, expanding the colour palette, creating digital-first assets and motion principles, and unifying brand application. The result is a modern, flexible identity that empowers over 12,000 employees across 30 countries, strengthens investor confidence and positions Informa as a forward-thinking global leader.
We needed a brand that unified our people and made sense to our audiences. Nalla helped us find clarity and built something we’re all proud of.
Informa
Full rebrand: Growth Partner
Modernising an investment firm
Growth Partner stood out in the investment world for their people-first approach but their brand didn’t reflect their difference. We repositioned the business with a clear strategy rooted in the newly set “beyond investment” ethos, crafting a personable identity that champions real relationships and entrepreneurial journeys. The result is a confident, people-first brand that captures their role as mentors, partners and catalysts for growth.
Nalla helped us articulate what made us different – and made sure our brand actually looked and sounded like us. The difference has been transformative.
Growth Partner
Typical investment
Every business is different, so our support is always tailored.
While we create bespoke proposals for each client, here’s a top-level framework of the services most often requested.
Not sure what you need? Get in touch, and we’ll help you.
Refresh and foundation
For businesses with the right positioning but an identity that has not kept pace. Core assets rebuilt around a clear brand strategy.
What’s included?
- Audience research
- Insights workshop
- Audience personas
- Visual brand identity with guidelines
- Verbal identity with guidelines
Strategy and positioning
For businesses that need to reposition before they refresh. The strategic platform is built first, then the identity follows.
What’s included?
Everything from Refresh & Foundation, plus:
- Full brand audit and equity evaluation
- Brand strategy and positioning platform
- Tone of voice and messaging examples
- Set of applications ready to use
- A new website
Full transformation
For businesses going through significant change: new leadership, new market, new direction. Everything rebuilt from the ground up.
What’s included?
Everything mentioned, plus:
- Naming
- Brand architecture
- Messaging maps
- Communications plan
- Full brand activation
- Internal launch activities
- Full IP checks and registration
Relevant articles and tools
Brand performance checklist
5 branding myths everyone needs to know
Does creating a strong visual identity matter?
How a traditional brand can stay ahead
How we can help
Learn more about our B2P approach
Let’s talk about your business.
Discover how our Business to People approach can unlock new relevance, resonance and results for your B2B brand. Reach out to book a session with Vicki, our founder.
FAQ
When Your Brand No Longer Fits Your Business
We’ve gathered the most common questions people ask about this topic and answered them clearly and simply below. Hopefully you’ll find exactly what you’re looking for.
How do I know if my brand no longer fits my business?
The clearest sign is a gap between what you say and what you actually do. If your website still leads with services you’ve outgrown, new hires take too long to understand the business, or prospects arrive expecting the wrong thing, your brand is describing an old version of the company. The work has moved on and the words haven’t caught up.
Is it better to refresh or fully rebrand when a brand feels tired?
It depends on how far the business has drifted. A subtle refresh works when the strategy still holds and only the expression feels dated. A full rebrand is needed when the positioning itself no longer reflects who you serve or how you compete. The risk isn’t rebranding, it’s standing still while competitors reposition around you.
What happens if I leave a mismatched brand unaddressed?
It erodes confidence gradually rather than all at once. Talent becomes harder to attract, existing customers start to question the fit, and competitors with sharper positioning take the ground you’re not defending. The cost of inaction compounds quietly, which is why it rarely feels urgent until it is.
How long does a brand refresh or repositioning typically take?
Timelines vary with scope, but most projects move from discovery to a defined strategy within a matter of weeks, with visual and verbal identity work following on. A full rebrand for a larger organisation, like Nalla’s work with Informa, takes longer to roll out across a wide employee and stakeholder base, but the strategic clarity comes early.