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Fuller's Kate Fuller shares the telltale signs it's time for a brand refresh, rebrand or new brand strategy.",[259],{"_key":260,"_type":261,"content":262,"surface":642},"f5d588411f99","richText",[263,271,279,286,293,301,309,317,324,348,356,364,371,378,386,406,414,434,441,448,455,462,470,477,484,492,499,506,513,521,529,536,543,550,557,564,599,606,613,621,628,635],{"_key":264,"_type":14,"children":265,"markDefs":270,"style":22},"190f6f0ea661",[266],{"_key":267,"_type":18,"marks":268,"text":269},"9b39701443c8",[],"I recently went shopping for a new pair of jeans around the corner from our office. Jeans shopping is a tough task at the best of times, but for some reason I decided to get the job done in my lunch break.",[],{"_key":272,"_type":14,"children":273,"markDefs":278,"style":22},"2eb26a6d5a91",[274],{"_key":275,"_type":18,"marks":276,"text":277},"a4de8ec9be1c",[],"As I rushed to the checkout, the shop owner asked what I did for work, and the conversation quickly escalated to her business - a gorgeous boutique she’d run for over 10 years. Then, as she packed my denim away in a crisp branded bag, came the inevitable question: do you think it's time we did a rebrand?",[],{"_key":280,"_type":14,"children":281,"markDefs":285,"style":22},"9b13e3db4d99",[282],{"_key":275,"_type":18,"marks":283,"text":284},[],"It’s a question I get asked a lot. And the honest answer is: it depends. Not on how bored you are of your logo. Not because you don’t like your brand colours anymore. But on what’s happening in (and around) your business at the time.",[],{"_key":287,"_type":14,"children":288,"markDefs":292,"style":22},"6a76a75e4ef5",[289],{"_key":275,"_type":18,"marks":290,"text":291},[],"Like a good pair of jeans to your wardrobe - your brand is one of your business’ most important assets, and it should closely align with and reflect not just what your business does, but why it exists, what it wants to achieve.",[],{"_key":294,"_type":14,"children":295,"markDefs":300,"style":22},"de74f812e4b8",[296],{"_key":297,"_type":18,"marks":298,"text":299},"f3273dc6adce",[],"Getting your brand right can be one of the most clarifying and impactful things a business can do; while getting it wrong can be detrimental to perception and growth.",[],{"_key":302,"_type":14,"children":303,"markDefs":308,"style":22},"532f2c7856c2",[304],{"_key":305,"_type":18,"marks":306,"text":307},"46f07bfe41a0",[],"Here’s how to tell if it’s time for a brand refresh, rebrand or a total brand revolution.\n",[],{"_key":310,"_type":14,"children":311,"markDefs":315,"style":316},"356dcfd3dd02",[312],{"_key":305,"_type":18,"marks":313,"text":314},[],"When nobody can quite explain what you do",[],"h3",{"_key":318,"_type":14,"children":319,"markDefs":323,"style":22},"c1eb6be58ab1",[320],{"_key":305,"_type":18,"marks":321,"text":322},[],"Try this one first, as it’s the easiest one to test. If your team gives five different answers to \"what do we do?” and “why do we do it?” it's a sure sign that it’s time to work on your brand.",[],{"_key":325,"_type":14,"children":326,"markDefs":340,"style":22},"3ba1e38ff15d",[327,331,336],{"_key":328,"_type":18,"marks":329,"text":330},"6206982c1848",[],"A strategic brand process will uncover the answers to these questions, through ",{"_key":332,"_type":18,"marks":333,"text":335},"974a34edb8c2",[334],"ef5924134287","deep research",{"_key":337,"_type":18,"marks":338,"text":339},"5fd8c8f6cb83",[],", stakeholder engagement, and team workshops - all culminating in foundational messaging that gets everyone singing from the same hymn-sheet.",[341],{"_key":334,"_type":342,"blank":35,"href":64,"internalLink":343,"linkType":347,"nofollow":35},"link",{"_type":253,"categorySlug":344,"name":64,"pagePath":64,"slug":345,"title":346},"insights","brand-health","A health test for your brand","internal",{"_key":349,"_type":14,"children":350,"markDefs":355,"style":22},"a196a81e2c4a",[351],{"_key":352,"_type":18,"marks":353,"text":354},"7266da5b63fb",[],"If done well, a brand refresh should get to the core of who you are and what you stand for before any taglines or logos are even imagined.",[],{"_key":357,"_type":14,"children":358,"markDefs":363,"style":22},"c2b4b6d2d31f",[359],{"_key":360,"_type":18,"marks":361,"text":362},"4f56b1d90d75",[],"A visual identity alone is not a brand, your brand is your story, and everyone in your organisation should know how to communicate it.\n",[],{"_key":365,"_type":14,"children":366,"markDefs":370,"style":316},"c37c052a4f2f",[367],{"_key":360,"_type":18,"marks":368,"text":369},[],"When something big shifts",[],{"_key":372,"_type":14,"children":373,"markDefs":377,"style":22},"8bd275244ea3",[374],{"_key":360,"_type":18,"marks":375,"text":376},[],"Mergers, acquisitions, a change of strategic direction, new services, or products that have fallen by the wayside - these are all good reasons for a rebrand.",[],{"_key":379,"_type":14,"children":380,"markDefs":385,"style":22},"265dd3d8f130",[381],{"_key":382,"_type":18,"marks":383,"text":384},"1e810d668fcd",[],"A brand built for the business you were, rather than the one you’re aspiring to become, will struggle to represent your offer and won’t resonate with the audiences you’re trying to connect with.",[],{"_key":387,"_type":14,"children":388,"markDefs":401,"style":22},"ebddfbfeb424",[389,392,397],{"_key":382,"_type":18,"marks":390,"text":391},[],"If you have multiple brands within a brand, for example, it might be time to look at your ",{"_key":393,"_type":18,"marks":394,"text":396},"6b4800374370",[395],"63911f198658","brand architecture",{"_key":398,"_type":18,"marks":399,"text":400},"8cd4a09c2d1a",[],". If you have services you no longer deliver, how does that change how you speak about your offer, and who you’re speaking to?\nNew ownership or new leadership also brings new vision, and with new ideas comes a refreshed story, and the need to express it in a different way.",[402],{"_key":395,"_type":342,"blank":35,"href":64,"internalLink":403,"linkType":347,"nofollow":35},{"_type":253,"categorySlug":344,"name":64,"pagePath":64,"slug":404,"title":405},"branded-house-or-house-of-brands","Brand Architecture 101: Branded House vs House of Brands!",{"_key":407,"_type":14,"children":408,"markDefs":413,"style":22},"4224d0bc3b8e",[409],{"_key":410,"_type":18,"marks":411,"text":412},"3086ef2e4ea6",[],"Going through a brand review process allows new leaders to really consider how their vision will play out in the market, and gives new leadership a vehicle to articulate where they're taking the business.",[],{"_key":415,"_type":14,"children":416,"markDefs":429,"style":22},"0b4159b3115d",[417,420,425],{"_key":410,"_type":18,"marks":418,"text":419},[],"The same goes for your people. 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As a writer, I’ve found this new technology equal parts thrilling","\u002Farticles\u002Fopinion\u002Finfluencing-the-new-influencers","March 2026",{"title":666,"slug":592},{"url":920,"alt":921,"width":922,"height":923,"lqip":924,"blurHash":925,"assetRef":926},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002Fa04c3de81d5f5d1bc02fefd09b7c9def3bdf960f-3894x3923.jpg?auto=format","supporting infographic",3894,3923,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAUABQDASIAAhEBAxEB\u002F8QAGAABAQEBAQAAAAAAAAAAAAAAAAYHAwX\u002FxAAfEAABBAICAwAAAAAAAAAAAAABAAIDEQQFEhMhMUH\u002FxAAYAQEAAwEAAAAAAAAAAAAAAAAGAwQFB\u002F\u002FEAB4RAAEEAgMBAAAAAAAAAAAAAAEAAgQRBiESEyMx\u002F9oADAMBAAIRAxEAPwDa813CMkVagdlvciHZ9BDTGfoCsc+YdJs0s724dJnlwILbUMy2CwkmPObIdxefioY8psjA4+yi8iGUNjAtFQ7EkMfelQ7Z7iyiTSjMyRzGO41d0iLalDyJQzFTculzjlcWDyiIja6QQLX\u002F2Q==","enQG?|C,pIr?Sg-VwJWrS2bFX9jEnhkCW;xaf6S2bHjZspWVS1oLn+","image-a04c3de81d5f5d1bc02fefd09b7c9def3bdf960f-3894x3923-jpg",{"title":928,"excerpt":929,"path":930,"publishedLabel":931,"category":932,"heroColour":667,"image":935},"Fuller creates ‘Showmo’ for the Royal Adelaide Show","Fuller has put a name to the feeling of missing one of South Australia’s most loved annual traditions, launching ‘Showmo’.","\u002Farticles\u002Fnews\u002Ffuller-creates-showmo-for-the-royal-adelaide-show","August 2026",{"title":933,"slug":934},"News","news",{"url":936,"alt":937,"width":938,"height":939,"lqip":940,"blurHash":941,"assetRef":942},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F1da5a687db3bcd7d2def5d077daa292a62fd6d1b-2000x2825.jpg?auto=format","Showmo branding on a tram stop sign",2000,2825,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAcABQDASIAAhEBAxEB\u002F8QAGAAAAwEBAAAAAAAAAAAAAAAAAAUHBgP\u002FxAAoEAABAwMEAAUFAAAAAAAAAAACAQMEAAURBhITIQcUMUGxIiNRYXH\u002FxAAXAQEBAQEAAAAAAAAAAAAAAAAEAwAF\u002F8QAHxEAAgIBBAMAAAAAAAAAAAAAAQIAAyEEERJBFDGR\u002F9oADAMBAAIRAxEAPwDd3\u002FUd1jX+TbrczCVtkBVSfc2qufxSKwO6hssSWLY2txHXjkLl3tM94rNFMuknUE5\u002FUKMrLQUXDafTjHVOwMHYjZNvt5NvdhE7z7pSH1DYI7mo0NZXZsSh6afcu9ljTX2xBx0ckI+iLRUYhu+IaRW0tUpsIWF4hQPQcrRVPN2xAHQ5xGcWdGvmq7g8\u002FHRhOMUFlSzn907KFbYcN02BAftqm5Szt\u002FlSORbxnTjkOPyG3C6XiPanxXRq0AKKnm5hCvsTuU+KhXeK1ClfUc1Zdt+UtujbuwxpyGD0R4y25QmyTCpmitBoyyQA0vbk4EJeJOyXtaK5bByTkfIzkg6M\u002F9k=","dWHx]QNax[t7yZt7Out7TyayxbR*pxoewbW=WAaebcn$","image-1da5a687db3bcd7d2def5d077daa292a62fd6d1b-2000x2825-jpg",{"title":433,"excerpt":944,"path":945,"publishedLabel":946,"category":947,"heroColour":667,"image":949},"For marketing types and creatives the term “co-design” can spark fear into our fragile hearts. Conjuring memories of campaign ideas left on the focus-group floor, and rounds of concept changes that lead to an outcome that resembles very little of your original vision.","\u002Farticles\u002Finsights\u002Fco-design-embracing-community-purposeful-creative","June 2026",{"title":948,"slug":344},"Insights",{"url":950,"alt":921,"width":951,"height":952,"lqip":953,"blurHash":954,"assetRef":955},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F15f1f2ca0f483e4bddae99466642e96d907938b1-1080x1920.jpg?auto=format",1080,1920,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAkABQDASIAAhEBAxEB\u002F8QAGAABAAMBAAAAAAAAAAAAAAAAAAQGBwX\u002FxAAkEAABAwQBAwUAAAAAAAAAAAABAAIDBAURIRITMUEUIzJRgf\u002FEABgBAAMBAQAAAAAAAAAAAAAAAAIEBQYA\u002F8QAHBEAAgIDAQEAAAAAAAAAAAAAAAECIQMEEhEx\u002F9oADAMBAAIRAxEAPwCIbjSRRdV3Ij6AyV0LZcKS4xu9NIHOb8mnRH4qvBI06yEpIZIL9TzQayCJMeWrZyRlY4ek\u002FC1SxjmUUeSqHM5RGoMHhmSUV5e+oPJ2B4WjWmaIW1spwZXDusxoLJNLOHOy2POdq6NkFNStjaewTz1k7LclFR5iidNWDqHaKvTVfuHaJta1HLUonE4zhQap7sHaIjx\u002FQsCs5MrjzO0RE+iolR\u002F\u002F2Q==","cK7.^rMuR+q9ajohcGo$n$ozacV=t8kDWC","image-15f1f2ca0f483e4bddae99466642e96d907938b1-1080x1920-jpg",{"title":957,"excerpt":958,"path":959,"publishedLabel":960,"category":961,"heroColour":667,"image":962},"Fuller Builds Brand Offering with Two Senior Appointments","Fuller has strengthened its brand offering with the appointment of Senior Designer Tom Crosby and Brand Strategist Amanda Eve , further enhancing its ability to deliver strategic, crafted brand work for clients across Australia. 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Brand architecture is how you organise, manage and bring your brands to market. It reflects your overall business strategy and shapes how your brands are presented to customers and how they relate to each other within your portfolio. 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It’s A Good Thing’: New Campaign Launches Ahead of South Australian State Election","South Australians are being reminded of the good in voting ahead of the State Election, thanks to a new campaign developed by Fuller. Launched this week, the ‘Voting: It’s A Good Thing’ campaign will run through to the South Australian state election on March 21, celebrating the ","\u002Farticles\u002Fnews\u002Fvoting-its-a-good-thing",{"title":933,"slug":934},{"url":1014,"alt":1015,"width":952,"height":111,"lqip":1016,"blurHash":1017,"assetRef":1018,"source":1019},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F2c481364d43f58faf684a122b09b3bac65ab6ab5-1920x1280.jpg?rect=479,0,886,1280&auto=format","Voting it's a good thing campaign on a light post","data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAANABQDASIAAhEBAxEB\u002F8QAGAAAAwEBAAAAAAAAAAAAAAAAAAQHAgb\u002FxAAjEAABAwQCAQUAAAAAAAAAAAABAgMEAAUGERIUITFBUWGB\u002F8QAFgEBAQEAAAAAAAAAAAAAAAAAAwQF\u002F8QAHxEAAQMDBQAAAAAAAAAAAAAAAQACAwQRFAUTIUFR\u002F9oADAMBAAIRAxEAPwBrHs9kZCp2O4wG5aWjwfT6A\u002FJFNtXK92Gepi5svzobqeaXWkjwfc1m0YLFtrbfTlvNuPDkV8RsfVddCsjyJKX5tykS9DiELASAPyjjqJLgh3A6V+oQ0r5DtMsCplOzhvtLHQljR15oqszcXt7j5WW07IB8pBop8+X1ZuFEv\u002F\u002FZ","VbJkD#z:eAo2ROF~%1kDoeemysSy%KxZnhkrW=Vss:oz","image-2c481364d43f58faf684a122b09b3bac65ab6ab5-1920x1280-jpg",{"_type":970,"asset":1020,"hotspot":1021,"crop":1026},{"_type":972,"_ref":1018},{"_type":974,"height":1022,"width":1023,"x":1024,"y":1025},1,0.4618881218216426,0.4802267109861076,0.5,{"_type":980,"bottom":981,"left":1027,"right":1028,"top":981},0.24928265007528622,0.2888292281030711,{"title":346,"excerpt":1030,"path":1031,"publishedLabel":1032,"category":1033,"heroColour":667,"image":1034},"We think nothing of booking our cars in for a grease and oil change by our mechanic. We arrange to have our tax checked by our accountant. 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