Redesigning and growing are different things: a real case seen through smart branding
Recently a client came to TWG who, together with their family, runs a brand with several years on the market and strong emotional value. They wanted to grow, expand, professionalize the business and keep up… but they didn't know where to start.
The first thing they told us was something they had already heard several times:
“We were told that to grow we have to change the logo and the colors.”
But they liked their logo. They liked the name they had chosen years ago, the one their customers recognized them by. That is when we knew our work had to start somewhere else.
At TWG we believe a brand's growth depends on having a clear strategy grounded in evidence, context and a vision of the future, and that changing its visual identity is not always necessary. Even less so when that identity has meaning, history and recognition.
In this case, we found that the real obstacle was the lack of digital transformation rather than the brand image. The business worked well in its territory, but everything was offline. They had no indicators or sales management tools, no e-commerce in a sector where online sales keep growing, and no clear structure to answer inquiries or build a community on social media. Their digital presence was practically nonexistent.
What we did at TWG was guide the client toward the first key step: building a brand strategy grounded in solid research. Our way of working means starting with understanding and only then moving on to design. That is why we recommended beginning with a strategic diagnosis to understand the client, their consumers and the market, and to identify real growth opportunities. From there, the plan is to chart a roadmap toward digitalization and expansion, always respecting their identity and values.
Will the logo be updated? Probably. And it will be, to support a deeper process, as part of its evolution.
Because that is smart branding: building a strategy that makes sense, is coherent and is achievable, beyond changing an image.
