At its surface, a rebrand promises a fresh coat of paint—a new identity to help your business stand out in a crowded market. But beneath this lies an opportunity far greater and more impactful: the chance to rethink your business from the ground up, paint outside the lines, and drive growth… But only if you have the right people.
Most rebrands simply scratch the surface—refreshing logos and switching up the tone. When put this way, you might wonder… Is it really worth it? Can a new look alone really drive growth or prepare a business for the future?
A recent Hunt Club market study might say so. We conducted a market survey polling over 500 professionals, ranging from Directors to C-level executives, where it’s revealed that a rebrand is among the top 6 strategic pivots companies plan to make in the next 12-24 months to drive growth.
But here’s the kicker: An alarming 76% of companies pursuing rebrands admit they lack the leadership talent to turn their vision and strategy into action.
The harsh truth behind this statistic? A bold vision and rebrand is only as good as the team driving it. Without the right leaders to execute and bring it all to life, even the most transformative rebrand risks becoming…well, just another thin coat of paint.
Or worse yet… a veneer.
This Is Where the Real Work of a Rebrand Begins…
Without the right talent in place, your rebrand risks stalling at the surface, failing to achieve the deeper business transformation it promises.
So, the questions become: Do you have the right leaders in place to execute your rebrand and transformation strategy? Have you identified the talent gaps that could derail your plans or vision for 2025?
Remember: A rebrand isn’t just a design challenge—it’s a leadership one.
So How Exactly Do You “Get a Rebrand Right?” Industry Expert, Allen Mask, Shares…
To help us think about the right way to approach a rebrand, we spoke to Allen Mask for his insights on the hidden dynamics of rebranding. He talks to us about how to rethink a rebrand and view it as a strategic lever—not just for perception shifts, but for operational reinvention and business evolution.
As Head of CōLab, WestCap’s in-house creative agency, Mask specializes in integrating product, brand, and marketing to drive value creation for portfolio companies.
Allen Mask At-a-Glance, the Brain Behind the Brands
|
Mask shares a fresh perspective on rebranding as a holistic process—and as a person (more on this later). It’s one that aligns vision, culture, and operations to fuel sustainable growth. He emphasizes that executing a successful rebrand requires not just bold ideas, but meticulous execution, driven by the right leaders who can bridge “creativity fertility” with strategy.
“Being an extension to these portfolio companies is core to my personality. Wherever and whenever you need me, I’m there. Helping portcos find their voice in all the noise is my driver. And my expertise just happens to be in branding knowledge. Overall, I’m doing the craft I really love and helping businesses grow to their fullest potential.”
Allen Mask
On “Creative Fertility” and the Other Qualities Brand Leaders Need
At the heart of exceptional rebrands lies what Allen Mask calls “creative fertility”—a mindset and leadership quality that fosters an environment where ideas flourish and take root.
Leaders with this quality understand how to position people in roles that allow them to tap into their creative potential, ensuring that innovation isn’t a one-time event but an ongoing process and ethos.
But for a brand leader to be successful, creative fertility is just the baseline. As rebrands and strategic company pivots (whether in look, feel, or focus) begin to take shape, Mask shares a few other qualities your brand talent should have:
1. Brawns + Beauty
These are your leaders who can think big while staying grounded in the executional realities. These leaders bridge the gap between inspiration and implementation, ensuring ideas not only look great, but deliver measurable business outcomes.
2. Cultural Curatorship
Creative fertility extends beyond individuals and is embedded in the organizational culture. Brand leaders act as curators of culture, embedding creativity into daily operations, decision-making, and problem-solving.
The best leaders understand that creativity flourishes in a collaborative, inclusive environment. They create safe spaces for risk-taking, experimentation, and the cross-pollination of ideas.
3. Empathy, Especially
Empathy allows brand leaders to deeply understand the needs, desires, and emotions of their audiences, as well as the motivations and challenges of their teams. By seeing the world through others’ perspectives, they can create authentic connections, craft messaging that resonates, and foster a culture where team members feel valued and supported.
The “Anatomy” of a Transformative Rebrand
“A lot of times, rebranding is thought of as a process,” shares Mask. “And it is. But more importantly, companies should think of rebranding as a person.”
This perspective shifts the conversation from a series of tasks to an ongoing evolution—a dynamic transformation that reflects the deeper, human side of a brand. Just as a person grows, learns, and adapts over time, so too should your brand.
Here’s how Mask presents the modern (and transformative) rebrand in three parts:
1. Hey, Is That a New Wardrobe? (Visual and Experiential)
A rebrand often starts with a fresh visual identity—new logos, colors, and designs that catch the eye and make a bold statement. This is a foundational step that leads to the overall experience of interacting with a brand. Together, the colors, messaging, imagery, create a sensory experience that resonates with customers on a deeper level.
It’s the feeling a customer gets when they engage with your brand, from the website to the product packaging to every other way your team presents itself to the world.
2. Cult of Personality (Tonal & Relational)
This is where tone, voice, and communication strategies take center stage. The brand should speak in a way that reflects its values and resonates emotionally with its audience. It’s what you say, and how you say it.
Are you friendly, authoritative, playful, or innovative? Do you have a point to prove, or wise lessons to share?
This is where companies establish deeper emotional connections with customers that go beyond the sensory experience. Like our closest friends and colleagues, it's the personality that helps build relatability, trust, and loyalty.
3. At Last, the Work Perspective (Cerebral & Behavioral)
The most transformative rebrands go beyond looks and voice to deeply impact how the company works. This is the intellectual and behavioral shift—a change in how teams think, collaborate, and operate. A rebrand at this level ensures that the company’s internal culture and strategies align with its new identity.
This shift ensures that the brand isn’t just reflected on the outside but deeply embedded in the company’s actions and values, creating a true business transformation.
Transformative Rebrands: More Than a Makeover
A rebrand is a chance to realign your business with what really matters. When done thoughtfully, a rebrand can clarify your direction, energize your team, and help customers see you in a new light.
But. It takes the right people to bring it to life.
The right talent drives every aspect of a successful rebrand, from crafting a vision that resonates to executing it with precision and purpose. Whether it’s shaping the narrative, fostering team collaboration, or navigating operational changes, the right talent ensures the rebrand is a lot more than just that coat of paint—but a driver of real business transformation.
Transform Your Talent, Hiring Strategy, and Brand With the Help of Allen Mask
Allen Mask is an Investment Partner at WestCap, as well as Managing Partner of CōLab, WestCap’s internal creative studio. He is part of the Hunt Club ExpertAccess Program, which puts first-string operators in your back pocket for all things talent, so you can hire better, smarter, and faster.
