The change equation in branding

Having an authentic and sustainable brand is essential to generate impact. We always say it: at Soluble we make good companies look as good as they really are. We do so from strategy because it is a useful tool to connect with the future and make decisions with a massive influence on the day-to-day.

During the last decade, we have experienced dozens of rebranding processes in very different types of companies. We almost always find promoters who see a brand's full potential and others who offer resistance—it's natural.

This post is for you who want to reduce uncertainty before a project that always creates win-win situations in our more-than-partners. To help you, we explain what it is and how to apply the change equation to the brand environment.

Although there is much discussion surrounding its exact attribution, we can say that the change equation was created by David Gleicher, one of the great experts in organizational management, in 1975. The formula was later refined by Richard Beckhard and David Harris. Several research articles on organizational change were published to explain the probability of a mutation occurring in the business environment.

This equation determines that, for change to happen, resistance must be less than the sum of current dissatisfaction, the common vision of a better future and the return generated by the first steps. In mathematical mode, it is easily understood:

The first need is to understand resistance to novelties (R). In general, people who work in a well-functioning company are comfortable with its processes and daily resources, even if a somewhat deeper diagnosis makes it clear that they are inefficient and can be improved.

That does not mean that there is not some dissatisfaction (D) because there is always room for improvement. The greater the lack of satisfaction, the easier it is for change to occur. If happiness is absolute, no matter how much the project is slowed down to some extent, it will be very difficult to promote any transformational process, including a rebranding, which will impact on what the company projects, but also on daily operations. You know: branding reduces uncertainty and facilitates decision making.

The second variable is the common vision of a better future (V). If a promoter can show that there is an attractive horizon—economically, in terms of decision-making or communication—they will reduce the size of the walls holding back change.

To create this ambitious vision in both medium and long-term perspectives, the first steps (F) are key. We are talking about the team putting all its eggs in the basket from the beginning, using the strategy to train and have a clear guide, but also about the actions before the branding work begins: showing the impact it has had on other companies through case studies or interviews with people who have already headed this way.

Do what's in your power

If you've made it this far, it's because you're interested in promoting authentic, sustainable branding or impactful rebranding in your company. But it's not being easy. This is where the change equation comes in handy: it helps you understand what's up to you.

Even if a person is content with the status quo, you have the opportunity to provide them with a more compelling vision for the future on those fronts that concern them. In some circles, it will be about money; in others, it will be about reducing headaches and uncomfortable conversations. You also need to make sure that your chosen partner is clear about the importance of evangelizing the brand so that there is no problem along the journey. This is something that, at Soluble, we keep in mind throughout the entire accompaniment process.

You can even preview some of the work by showing success stories like Onum, whom we helped define their brand before they received funding of more than 25 million euros to change the data paradigm. Or the way we worked together with Asian House to create a brand universe that reimagined Asian cuisine.

Once the process has started (first success), it is key to ensure that there is no interference that can detract from credibility during the early stages. All parties are aligned, the immersion is executed with care, taking nothing for granted, and this results in a brand platform (and identity) that guarantees scalability from an authentic position. Because projecting something every day that is far from your essence is unsustainable.

Brand strategy is a multi-purpose tool that ensures consistency and reduces uncertainty because it leads the way, helps project a stronger image, optimizes costs and generates more revenue. In other words, it boosts business objectives by attracting customers and talent and then building loyalty. The advantages are seen throughout the entire funnel.

As Soluble's purpose is to make people happier in their work environment, we are very clear about the importance of a holistic vision. Having specialists in all areas—Strategy, Visual Design, Product, Technology and Activation—and being coordinated by generalist profiles means providing peace of mind to all teams.

We approach visual identity from strategy, relying on Design Systems to enhance scalability and using JAMstack to empower teams with flexible and consistent tools. We create opportunities and facilitate growth so that you only have to think about the change equation once. Now.