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Business rebrand: bold move or big mistake?

Emma Ryan
17 January 2017 1 minute readShare
Businesswoman holding a sign that reads 'brand new'

Many a business owner has flirted with the idea of a rebrand for a fresh new look. But should you be concerned about losing existing customers?

According to David Kwei, legal counsel at intellectual property firm Epiphany, rebranding allows a business to not only appeal to new customers, but to better reflect the service and experience it provides to existing ones.

Melbourne-headquartered Epiphany was recently rebranded from Magnum IP. As well as the change of name, the full rebrand included a new logo and website, both of which enhances the law firm’s online presence and digital marketing strategy.

“Our rebranding is more than just a name change. It is a bold statement of how we seek to work with our clients and employees,” David told My Business’ sister publication, Lawyers Weekly.Businesswoman holding a sign that reads 'brand new'

“As experts in IP law, who [have] worked with hundreds of clients over the past 10 years, we realise the best results are achieved when clients actively participate in a mutual decision-making process, with us as collaborators and facilitators.

“Through sharing insights, resources and expertise with them, clients often feel empowered enough to arrive at many key decisions themselves, and it is this ‘eureka’ moment that our name change seeks to capture.” 

According to David, the new website will serve as a key communication tool and resource for current and prospective clients, with articles on the fundamental IP concepts written by expert IP lawyers to be made available.

“We are confident our clients will welcome our new identity as a symbol of our continued commitment to help them become effective IP leaders in their own right,” he said.

“While this rebranding has helped refresh our online and offline identity, our clients can be assured that we are still the same law firm, offering the same high standards of bespoke services and upholding the same strong values and principles that our clients have grown to enjoy.”

Business rebrand: bold move or big mistake?
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Emma Ryan

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