Rebranding that creates value from the inside out
Learn how
Change is critical, but complicated
As businesses and markets shift, brands are forced to adapt. Leaders are caught between pressure to change and the complex risks involved.
Internal Changes
Mergers
Acquisitions
Restructuring
External Changes
Competition
Audience Changes
Market Changes
Life Stage Changes
Rapid Growth
Franchising
Aging Relevance
Assess, protect, and grow value
Strong brands are valuable because they influence purchasing behavior. This influence has five contributing factors. A clear rebranding strategy identifies, protects, and creates new value through optimizing these factors.
Recognition
Relevance
Regard
Rarity
Reward
© 2024 REFERENT
Rebranding isn’t a matter of chance
Referent evaluates brand equity and other factors before any change is made to your brand’s creative expression.
Read on
The rebranding continuum
Rebranding can be subtle or radical. The degree of change needed is the first and most important decision in rebranding.
Reposition
Refresh
Reinvention
The process
1
Brand Review
We start with a thorough review of your brand and market from internal, external, historic and current vantage points. We then use this data to map an optimal path to change.
2
Rebranding Strategy
With a path defined, we redefine the brand strategy from the inside out, establishing a clear, shared vision that will carry the brand into the future.
3
Identity Recreation
Faithfully using the brand strategy to guide creative decisions, we rework visual and verbal identity elements to connect with your audience.
4
Brand Relaunch
With a new identity in place, we bring all the work together through a tailored suite of brand assets ranging from websites to pitch decks.
Our founder
Referent was founded in 2024 by Aaron Tovi, a brand specialist with extensive experience across strategy, design and innovation. He founded Referent to empower strategic transformation for brands in transition.
75+ branding projects
20+ rebranding projects
Startups through fortune 500s
Recent work
When two fundraising companies merged, Referent created a new strategy, name and identity to reflect bold personality of the new offering. The result is Alloy Fundraising.
