BRANDING
Only the brave rebrand… a sneak peek We share the details of the AIA’s plans to rebrand.
W
e all like a change now and again – a reinvention if you will – but with a wellestablished brand there is a great deal at stake for simply a fresh brand look. Rebranding can, without the relevant thought and consideration, be a risky manoeuvre. A rebrand done correctly can result in reaching new demographics and reinvigorating the perception of a company. Getting it wrong can be a costly exercise which can mean losing brand recognition and alienating stakeholders. For every success story, there is a conflicting failure.
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Carl Jepson,
AIA Marketing Manager
Author bio
Carl Jepson has been the AIA marketing manager since March 2017. He has a detailed knowledge of branding within the professional environment.
Here at the Association of International Accountants (AIA) the decision was made, after considerable discussion with branding experts and advice by focus groups, that the time was right for a rebrand. Today we can unveil a sneak peek at some of the visuals for the impending rebrand and website redevelopment, which is due for launch in early 2019. We have taken into account our traditions, maintaining elements from our historical roots, but mixed this with a vibrant new primary colour, refreshed modern look and dynamic feel which we feel will guide the AIA through to our next milestone: our 100th anniversary in 2028! ISSUE 101 | AIAWORLDWIDE.COM
