What Actually Happens in a Rebrand (and Why It’s Not as Scary as You Think)

Rebranding. Just the word alone can make many break into a mild sweat.

We get it. It sounds big. Vague. Risky, even.

And when you’ve poured your energy, time, and budget into building something, the idea of changing it, or letting someone else shape how it's seen, can feel… well, a bit terrifying.

But here’s the truth: a rebrand isn’t about reinventing the wheel.

It’s about uncovering the stuff that’s already there - the good stuff - and making sure it’s actually shining through.

That’s why we’ve decided to pull back the curtain on what a rebrand with The Marketing Plot really looks like. No smoke. No mirrors. Just humans helping humans tell their story better.

We’ll cover:

• Who’s Helping You Shape Your Brand?
• Step One: The Hands-On Brand Workshop
• Step Two: Building Your Editorial Identity
• Step Three: Your Visual Identity
• Step Four: Bringing It to Life
• So… Is a Rebrand Worth It?

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You're trusting someone to take the heart of your business and shape how the world sees it. That's no small ask. But you’re in good hands. 

Between us - Jess Saumarez (a three-time founder and brand strategist with a knack for turning chaos into clarity) and Heather Stritch (a creative marketer obsessed with voice, vibe, and making strategy actually make sense) - we’ve guided countless rebrands across tech, professional services, and beyond. 

And we don’t work alone. Around us is a trusted network of brilliant designers, developers, photographers, and creative collaborators - the kind of people who just get it and make the process not only smoother, but better. This is what allows us to bring brands to life in ways that feel honest and distinct, while actually working.

This blog gives you a behind-the-scenes look at exactly how we do it - from that very first conversation to the moment your new brand is out in the wild, doing what it was always meant to do.

Step One: The Hands-On Brand Workshop (Yes, You’ll Be Talking. A Lot.)

We kick off with a hour workshop. Think of it as brand therapy meets business strategy. (And yes, that’s how one of our clients has described it).

We’ll dive deep - not just into what your business does, but why it exists in the first place. Who are you serving? What keeps your customers up at night? What do you believe in? What makes you tick? What do you wish people understood about you?

This is where we unearth the heart of the brand - the good, messy, meaningful bits. And it’s all about you. Your team. Your vision. Your quirks. Your edge.

No jargon. No awkward pitch decks. Just honest conversation and a few “wait… we’ve never said it like that before” moments.

Step Two: Building Your Editorial Identity (aka, Giving Your Brand a Personality)

Now that we’ve gathered all that insight, we get to work on translating it into something tangible: your editorial identity.

This means defining your voice, tone, ethos, and values - essentially turning your business into someone people can connect with. Someone you’d want to talk to at a dinner party. Or at least someone you’d trust to write you an email that didn’t make your eyes glaze over.

This is where your brand stops being a business and starts being a personality and a presence.

Step Three: Your Visual Identity (aka, What It Looks Like When It Walks Into a Room)

Once we know who your brand is, it’s time to figure out what they wear.

We develop your visual identity - colours, logos, typography, image styles,and layout guidelines. We go through multiple iterations (because, yes, feedback matters) and build out a beautiful - and most importantly - practical brand book.

Think of it as your brand’s user manual. It keeps everyone aligned - from your designer to your intern to that guy who always wants to stretch the logo.

It’s the difference between “let’s just wing it” and “this is exactly how our brand shows up, every time.”

Step Four: Bringing It to Life (aka, Making It Real and Really Useful)

Now for the exciting bit: we make your brand tangible.

That includes a shiny new website that reflects your new identity - not just in design, but in story, messaging, and flow. One that doesn’t just look good, but sells well.

And we don’t stop there. We also create:

• Custom sales decks
• Polished presentations
• Beautiful business cards (yes, people still use them)
• Branded social templates, so your team can post with ease and consistency

Everything is designed to help you show up smart, cohesive, and confident - wherever your brand lives.

So… Is a Rebrand Worth It?

If your current brand doesn’t quite reflect who you are anymore, or if you’ve grown faster than your messaging has, or if your visuals feel a bit “meh” and dated, then yes, it probably is.

But don’t think of it as starting over.

Think of it as finally giving your brand the identity it deserves - one that your customers can connect with, your team can rally behind, and your business can grow from.

And the best part? You don’t have to do it alone.

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