Reframe vs. Rebrand

When This Applies

Client says "we need a rebrand"
Leadership feels the brand is "tired" or "outdated"
Messaging is inconsistent across channels
Sales struggles to explain what makes you different
Considering significant investment in visual identity

When This Does NOT Apply

Story is already sharp and proven in market
Visual identity or architecture is genuinely broken
M&A situation requiring brand consolidation
Category creation work (different problem)

The Framework

Core Insight: Most fintechs and financial institutions don't have an outdated brand. They have an outdated frame.

Rebrand

Changes how you look. Focuses on what the company wants to say.

Reframe

Changes how you're understood. Focuses on what the market needs to hear, believe, and repeat.

A rebrand can be the right move. But it's expensive, time-consuming, and distracting. You earn it after the story is sharp and proven.

Step 1: Score What's True Today

Use the 0-3 scale to rate current reality based on market evidence (not hope).

Clarity

Are we misunderstood?

1 Prospects consistently describe you incorrectly or confuse your category

2 Only new prospects get it wrong, and Sales corrects it fast

3 Everyone gets it. Clarity is not the issue.

Credibility

Are we doubted?

1 Top objection is "sounds good, but can you actually do it?" and proof is thin

2 Credibility comes up, but references, case studies, or a demo shut it down

3 Prospects believe you immediately. You have proof at every turn.

Execution

Are we inconsistent?

1 Everyone tells different stories. Everyone has "a version."

2 Messaging is mostly aligned, but a few channels drift

3 Execution is tight. Everyone is on-message.

Key Principle

Score what is true, not what you hope is true.

Step 2: Run the One-Breath Test

Say it out loud. If it takes more than one breath, start with a reframe.

Formula: We help [who] do [what] by [how].

Tip: Swap in buyer language, not internal capability words.

Step 3: Check Your Proof

You have made promises in the market. Can they be backed up? If not, you haven't earned a rebrand yet.

3 Outcomes

Quantifiable results that demonstrate impact (real metrics from actual customers)

3 Stories

Narrative evidence showing transformation (real customer journeys with specific details)

3 Artifacts

Tangible proof points that prospects can see, touch, and experience

Step 4: Make the Call

If you scored 1 or 2 on clarity, credibility, or execution, your priority is reframe.

A rebrand won't solve those problems. It will just make them more expensive.

Start Here

Reframe

Issue is clarity, credibility, or execution.

Tighten messaging using Box-Edge Framework
Pair claims with proof using 3-3-3 Model
Roll it out consistently (resist a big bang moment)

Earned

Rebrand

Story is clear and proven, but identity/architecture are broken.

Fix naming and architecture (what's called what, and why)
Rebuild visual identity system to scale
Establish governance so the new system doesn't drift

Diagnostic Questions

What's the most common thing prospects get wrong about you?
What's your top sales objection?
If you polled 10 employees on your core value prop, how many versions would you get?
Can you produce 3 outcomes, 3 stories, and 3 artifacts right now?

Examples

Fintech "Rebrand" Redirect

Client came asking for rebrand. Ran diagnostic: Clarity score 1, Credibility score 2. Sales spending first 10 minutes of every call explaining what they do. Redirected to reframe path. Saved 6+ months and $200K+ by not redesigning a broken story.

Credit Union Digital Brand

Story was sharp, but visual identity didn't scale across digital channels. Earned rebrand after reframe was proven in market for 18 months.