Most businesses reach a stage where they need to embrace transformation to grow – to correct course, reach new audiences or unify post-merger.
But as the figures repeatedly show, a huge number of transformations (nearly 90 per cent, according to Bain & Company in 2024) fail to achieve their original ambitions.
Too often transformation and growth falters because it focuses on the wrong things. True change isn’t about a new logo, a revised mission statement or a set of brand guidelines that gather dust. It happens when people truly see and play their role in reaching a tangible goal.
That’s where brand comes in. Brand isn’t just the visual identity of a business; it’s the glue that holds together purpose, culture, and strategy. It can help you grow transformation through the very culture of your organisation, to allow it to resonate with all, both in and outside your business.
Bringing brand and business strategy closer together isn’t just about a flashy announcement or event – you can’t tack on brand as an afterthought. In fact, the faster and more complex the change, the more important it is to bring brand and business close together.
Read the full article here.
