It is a common issue for established businesses to outgrow their brand, feeling that their current branding does not accurately reflect who they are any more. This conversation is often triggered by a shift in strategic objectives: the launch of a new product or expansion into a larger market. At this stage, it becomes apparent that a misaligned brand will decrease the chance of strategic success for the business. We work collaboratively with internal teams to help them understand the role that their brand plays in driving their wider objectives and then realign all company communications to speak to this objective.