Heels Agency COVID-19 Branding Brand Demi Karan GucciThe only constant thing in life and business is change. The world is constantly changing and keeping up with emerging shifts can be tricky, but vital for success.

As enterprising business leaders, it’s imperative we plan, keep evolving, put some innovative strategies in place to ensure we stay relevant, particularly during and post COVID-19.

Every success story is a tale of constant adaption, revision, and change. – Richard Branson

We may currently be in crisis mode, but a recovery phase is sure to follow at some point and we must prepare for success in a post-pandemic world. COVID-19 will undoubtedly have an immense impact on not only the way go about our everyday lives moving forward, but also our future spending habits, and brands will need to quickly adapt to emerging trends to survive and thrive.

Change before you have to. – Jack Welch

Some financial experts expect a spike in spending once this pandemic comes to an end and community confidence returns. Business owners can start preparing for all that pent-up spending today by streamlining operations, re-evaluating products, or services, strengthening their brand position, increasing brand awareness, and rebranding reflecting changes.

Be flexible so we can change with change. – Bruce Lee

Great branding sets the tone for future sales and it’s an opportune time to look back at what has and hasn’t worked, what can be improved, changed, or incorporated into your brand moving forward.


Most established companies opt for a partial rebrand due to time, money, risk, and effort required to tackle a full rebrand. Depending on the end goal, a partial rebrand may be all that’s required to achieve the desired result. Whether you decide on a partial or total rebrand, solid commitment to change is required and there is no easy way around it.

If you do what you’ve always done, you’ll get what you’ve always gotten. – Tony Robbins

Post COVID-19 the world will see a shift in consumer behaviour and many brands will need to tweak or reinvent aspects of their business to meet new consumer expectations. A partial rebrand can stimulate fresh interest, help your business stand out and attract new customers whilst retaining your current customers.

The best way to predict the future is to create it. – Abraham Lincoln

If you’re thinking about undertaking a partial or complete rebrand, the visuals of the business may not be the only thing in need of an update. The company’s identity, message, vision, mission, products, and services may also need a makeover. This can be a big move and must not be underestimated but may also be necessary.


Sometimes a rebrand is required, and businesses need to keep in mind not only who they are trying to attract, but also how to retain their existing clients. The key to any successful rebranding or repositioning undertaking is communication. It’s imperative you keep your clients in the loop to ensure they don’t feel left out, and if not executed efficiently, you may see a drop in clientele.

Your brand is what other people say about you when you’re not in the room. – Jeff Bezos

Customers expect transparency, clear and concise communication which builds trust and loyalty. At a time of so much uncertainty, buyers want to know what your intentions are and the reasoning behind the changes. It can be as simple as a social post, direct email or press release letting them know what’s happening and what to expect. If you’re open and honest with your customers from day one, they’ll be more likely to hang in there with you through the transition.


Change of any kind is generally uncomfortable for most, and the slightest shift within a workplace can have a huge impact on employees. By addressing these concerns head on, explaining the need for change and the positive effect of improvements, will not only eliminate fears that the change is somehow personal, but further convince your team that they are an instrumental part of the process.

A great rebrand is exciting to your customers as well as your internal team. – Forbes

Acknowledge your employees’ concerns, keep them in the loop and get them involved. Actively including your team members throughout the transition, reaffirms they are an asset in the business and will continue to be moving forward.

If everyone is moving forward together, then success takes care of itself. – Henry Ford

Yes, it’s all been said before – ‘teamwork makes the dream work’. If you believe that rebranding is the best strategy moving forward, you will need the cooperation and support from your team.

If you get the right mix of people working for your company, it will have a far greater chance of success. – Richard Branson

Looking to your team for inspiration and giving people responsibilities will drive a holistic motivation and improve the overall culture of the business during and after the process.


It’s a fact, successful iconic brands are constantly evolving, shifting, re-positioning, and adapting to the market to stay ahead of the game. Rebranding is ideal for any business that’s getting a little dated, seeing a shift in the market, feeling competition getting too close or for any other plausible reason – changing it up is always a good idea, stagnation of any kind stifles growth.

Business is constantly changing. Constantly evolving. – James Dyson

However, a rebrand can mean much more than just a new logo and bringing the brand up to speed with changes can be a challenging task. It may require a total overhaul in certain areas of the business, which will also require a clear and decisive vision about what the new and improved will do differently.

Any level of rebranding can be a difficult decision for established brands. Businesses should strongly consider the cost of changes, timing, and their existing brand awareness within the marketplace before making any moves.

Change is inevitable. Progress is optional. – Tony Robbins

Whatever you decide, make sure it’s the right move for your brand. Don’t base your decisions on what others are doing, but on what works for your business. Just because your competitors are changing it up and exploring different avenues, it doesn’t necessarily mean it’s the right solution for your company. During such unpredictable times a trusted name, product or service may be exactly what’s needed.

Sometimes evolving doesn’t mean transforming; sometimes it just means owning what is there. – Salma Hayek

A rebrand can be very beneficial for a business but can also come with numerous risks. Talk to your customers, team members and a branding expert to assist you with your decision. Following, are a few key reasons for rebranding.

  • Outdated Image
  • Changing Markets
  • Business Expansion
  • Reflect Brand Values
  • Stand Out Brand
  • New Target Audience
  • Boost Bottom Line
  • Merger, Reposition, Reputation, New Management, Growth, Strategy Change, Tech Advances, etc…

The future depends on what we do in the present. – Mahatma Gandhi


Timeless and classic, the Gucci logo has been synonymous with luxury and sophistication for over 80 years, an iconic brand that immediately elevates a products value and one that has always been consistent whilst reinventing itself year in, year out.

Gucci approaches rebranding in a more unique fashion, steering away from reinventing their trusted logo design or brand identity, Gucci refashions their overall image every season with truly ingenious themes whilst still maintaining the true essence of who they are and what they stand for.

The Gucci logo may be simple, but it is extremely effective. Gucci proudly displays its double-G logo (as shown above), although slightly tweaked on occasion, consistently throughout their branding as a symbol of luxury and quality that customers can rely on year after year.

Quality is remembered long after price is forgotten. – Aldo Gucci

As we’ve seen with Gucci and other renowned brands, consistency is key when building a brand and often a direct result of proper planning from the beginning. So, when it comes to branding or rebranding, you must have a clear understanding of what your brand stands for, your purpose and how you will stay relevant, yet authentic for years to come.

If, you’re a small business owner who believes branding is something best left to the Gucci’s of the world, you can’t be further from the truth – branding is equally important for small business as it is for big names. It’s a good idea to take a critical look at your brand periodically to make sure it continues to be relevant, well-aligned with your business strategy and well-positioned compared to your competitors.

Check out LINK for further ‘Branding Tips’

Sooner or later the time comes when change is necessary for numerous reasons.

Change the boundaries of business. – Bill Gates

I like to reinvent myself. It’s part of my job. – Karl Lagerfeld

Invent yourself and then reinvent yourself. – Charles Bukowski

Business has only two functions – marketing and innovation. -Milan Kundera

Because the people who are crazy enough to think they can change the world are the ones who do. – Steve Jobs

Change can be scary, but you know what’s scarier? Allowing fear to stop you from growing, evolving, and progressing. – Mandy Hale

It’s not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change. – Charles Darwin

If, you would like to speak with a branding expert, hit LINK for details.

Please SHARE this article and leave your COMMENTS below.

Stay positive, stay safe. – Heels Agency Team x