How to rebrand the right way

6 August 2021

Even more important than the new name is the story that goes with it, bringing personality to the fore.

There are many valid reasons for wanting to rebrand an advice firm: a change of ownership, a shift towards a different market or just fancying a fresh image.

However, advisers left wondering ‘Who pinched all the vowels?’ after the recent Abrdn unveiling will know that rebrands can be tricky territory. How can advisers go about it the right way?

Uncovering the ‘why?’

Branding specialists say the secret to a successful rebrand is to tell your story — why you do what you do. Your story is personal and unique, so it will differentiate your firm from others. Some experts believe this is even more important than the name.

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