8 Branding Truths We Uncovered by Rebranding Ourselves

We tell our clients that brands are a living, breathing thing that need to be continually nurtured for growth. And when they’re ready to take a look at their brand, we guide them to a deep understanding of who they are through Brand Camp, a method we’ve used to help uncover the building blocks of their identity.

So of course, when our sibling agency, Jigsaw, had those exact same needs, we went about it the exact same way. Here are eight things the Jigsaw team learned from the process that can help you if and when you’re ready to go on your own journey. And if you’re looking for a guide to help you, we’re always ready for adventure.

So of course, when our we had those exact same needs, we went about it the exact same way. Here are eight things we learned in the process that can help you if and when you’re ready to go on your own journey. And if you’re looking for guide to help you, we’re always ready for adventure.

1. You need an outside perspective

Much the same way it’s sometimes easier to give others advice than to look inwardly at your own opportunities for growth, it’s almost always easier to define others’ brands than to do it for your own company.  A skilled brand strategist can look at the situation apart from emotion and bias, coaxing germs of ideas into something that’s tangible and ownable. Even though Jigsaw has many skilled branding experts, we enlisted the help of our sibling agency C.O.nxt to look at our situation with fresh eyes, and it allowed us to articulate our brand strategy in a unique: “We win for brands that can’t afford to lose.”

2. Be open to being uncomfortable.

This is especially true for those who have been with the organization for a long time and for whom change might be difficult. If you’re not uncomfortable, you’re not asking the right questions. You may end up in a place that feels safe, but the impact of the brand you’ve created won’t inspire emotional connection or disrupt the market the way successful brands should.

3. Rebranding doesn’t always mean fundamentally changing who you are.

Sometimes it’s just defining it. Have you ever been in a social situation and someone you’re meeting for the first time says, “Tell me about yourself,” and you kind of freeze? Of course you know who you are, but being able to succinctly communicate it in a clear, interesting way isn’t something you’ve practiced or thought about. That’s the power of a strong, established brand. Jigsaw always, on some level, knew exactly what we’re about. We just needed to figure out how to share the story in a way that our audiences will resonate with.

4. Small changes can make a HUGE impact.

The scariest part of rebranding for many of the clients we work with is the misunderstanding that you need to burn everything down and completely start over. While this may be true in some rare circumstances, more often than not rebranding is simply about pressure testing where you’ve been and making adjustments to more accurately reflect your company today as it relates to the current cultural climate. For Jigsaw, the new brand is a gentle step in our evolution, but it’s an evolution that breathes new life in our message and reinvigorates our resolve to win for our customers.

5. Involving a broader team brings fresh perspective and shared alignment.

Getting everyone in the same room was one of the most impactful steps in our process. Hearing how each person described the brand today, and where they hoped it could go, revealed both alignment and surprising gaps. That collective perspective became the foundation for our decisions.

6. Timeless doesn’t mean unchanged.

We often talk about building brands that “stand the test of time.” But longevity doesn’t mean staying frozen in place. After 15+ years, some of Jigsaw’s visuals and messaging no longer reflected who we had become. A brand refresh—done thoughtfully—allowed us to preserve what was true while modernizing what had aged out.

7. Brand guidelines should evolve, too.

It’s easy to treat style guides as set-in-stone rules, but the truth is they should be living documents. Just like the brand itself, guidelines need to flex and adapt to stay relevant. Updating them with new colors, additional logo variations or refined messaging ensures they remain useful tools that reflect the brand’s growth.

8. Rebranding is as much about culture as it is about design.

A new look or message only works if your team believes in it. Rebranding gave us the chance to reaffirm who we are, why we do what we do and how we show up in the world. That cultural alignment turned out to be just as valuable as the updated visuals.

Ready to take a fresh look at your brand?

Whether you just have questions or are eager to start evolving your brand today, we’re ready to help. Start the conversation by emailing Marcy Tessmann at mtessmann@co-nxt.com, or request more information at the link below.