Embracing Change: A Dynamic Approach to Branding in 2024

Randy Micheletti
VP, Director of Brand Strategy

Embracing Change: A Dynamic Approach to Branding in 2024

In the ever-evolving landscape of business, 2023 emerged as the year of transformation, marked by a surge in companies redefining themselves. In a world shaped by the profound impact of COVID-19, companies across industries recognized the need for change. Market research firm Hanover reported that 75% of companies revamped their visual identities post-2020, while UpCity’s 2022 survey highlighted a 51% shift in brand strategy due to the pandemic. This shift, fueled by both necessity and opportunity, has become a defining trend, and our agency, Geile/Leon, resonates with this dynamic approach to branding.

Necessity often arises from mergers, leadership shifts, or public perception crises. Meanwhile, opportunity stems from growth projections, substantial shifts in products/services, or market-driven company restructuring. Regardless of the motivation, companies are finding various reasons to embark on the rebranding journey.

At Geile/Leon, we understand the importance of staying relevant and dynamic in today’s fast-paced world. Our approach to dynamic branding revolves around the concept that brands must respond and adapt to changes in the marketplace and market conditions to maintain their relevancy. Dynamic brands, as we define them, have one common attribute – they understand their customers and adapt to changing consumer behaviors and market conditions.


Our Dynamic Branding Philosophy:

Distilled Thinking™

Ideal Applications: Development of new brands, major brands, major re-branding

In the world of liquor, distilling is the process of getting to the essence of a spirit by eliminating impurities to achieve high quality. Similarly, Distilled Thinking™ is our time-tested process for helping clients discover or rediscover their brand essence. This process brings clarity to brand messaging, digging deep to find the unique claim of distinction that makes a brand truly relevant. 


Brand Refining

Ideal Applications: Brand refreshes due to triggering events, changes in market conditions, evolving consumer behaviors, and competitive pressures

Change is inevitable in the world of marketing. Changes in consumer behavior, corporate vision, or market conditions can cause brands to lose their luster. Monitoring the health of a brand is crucial because loss of relevance can result in the loss of customer loyalty and market share. Our Brand Refining process involves making pertinent changes to improve a brand. It identifies where a brand has lost relevance and determines how to help the brand regain its standing by modifying brand positioning, messaging, visual identity, and more.

In the context of the rebranding trend of 2023, Geile/Leon’s commitment to helping brands stay relevant and dynamic aligns seamlessly. We believe that embracing change is not just about a new look but reflecting a company’s core values and vision for the future. Our processes are designed to empower brands to adapt, evolve, and thrive in a dynamic world.

How To Keep Your Marketing “Voice” Relevant As Your Industry Evolves

Terri Waters
Director of Public Relations

How To Keep Your Marketing “Voice” Relevant As Your Industry Evolves

As a brand manager or CMO, you know all the key points to sell your product or service. You know how to phrase the benefits, whether it’s “time-saving,” “faster response,” “best in class,” “energy efficient” or other descriptive terms. You know how to find the benefits and separate them from the features. Marketing 101.

While you focus on the key selling points and your creative may look incredible and the product looks sexy in just the right lighting and background, you may be missing an important ingredient in the marketing mix. We see it all the time: ad copy, press releases, social posts and videos that don’t reflect important changes happening in their industry.

I recently purchased a new HVAC system and was astonished to find that none of the contractor websites or the contractors I met with talked about the two things I care most about: energy efficiency and indoor air quality (IAQ for short). Instead, they focused on price, how fast they could get the system installed, product warranties, and a broad term many use: “indoor comfort.”

All those things are important, but many in the contracting industry are not addressing a consumer audience that is increasingly concerned about climate change and looking for eco-friendly systems. The public is also more aware than ever of health issues that arise due to viruses, bacteria, and allergens that circulate in their homes through the HVAC system. They want a system that delivers cleaner, healthier indoor air.

Get to know your audience

It’s incumbent on marketing professionals to deeply know and understand their audience and how global issues of today impact the buying decision. Otherwise, like with the HVAC example, they’ll miss the mark in addressing what the customer really cares about.

The major HVAC and appliance manufacturers do seem to understand this. They’re offering high efficiency units and moving to the electrification of water heaters, dryers and stoves.  Their pulse is on the industry and on what consumers want – and they leverage it in their communications.

In our client work, we know we can’t write about irrigation equipment without mentioning the water crisis in Western states, because that’s what keeps farmers and municipal water folks up at night.

We can’t write about products and equipment targeted to HVAC engineers without mentioning IAQ (indoor air quality), Department of Energy regulations, “decarbonization” (moving away from gas-fired equipment and replacing with electric) and new, eco-friendly refrigerants.

For these engineering audiences, we weave key phrases into press releases, and for bylined articles we dive deep into energy regulations. These tactics illustrate the client’s deep investment in and knowledge of a changing industry, positioning them as experts and a trusted source of information.

Know the Trends

Architectural and construction firms are well aware of industry trends like remote work, the need for safer school facilities, an increasing desire for connection to nature, and building decarbonization. It’s important that their marketing reflect what they’re doing or how they’re thinking about these trending issues.

We also have a mental health crisis in our country. If your organization is doing anything to address this for their clients or themselves, such as facility renovations or interior design that prioritizes employee mental health – this could be a key talking point in your communications as it illustrates your company is invested in solutions to an important societal issue.

We could go on with more examples, but hopefully this article will spark some ideas on how your marketing/PR team can position your organization to stay relevant.

If you want to better understand your target audiences and how to uncover their key concerns as it relates to trending issues in your industry, give us a shout. We can help you find your relevant marketing voice!