Why a flashy rebrand won’t solve poor company culture. Just ask Twitter

In the past, a good rebrand could cover all manner of sins. Companies could change everything from their ethos to their logo in one swoop, and - if done well - public opinion could change just as rapidly. These days, while a fresh rebrand is still a valuable tool in keeping a brand current, the public isn’t quite so fickle for flashy new logos and mission statements. 

This has been proven most famously with the rebrand of Twitter to ‘X’ under Elon Musk. In the short time that Musk has held the reins of Twitter, the brand has been inundated with drama—nearly all of it negative. From firing half the company’s employees and then asking them back, to permanently deleting accounts that disagreed with his views, alongside a surge in hate speech on the platform since he joined, Musk has driven the once good name of Twitter into the ground.   

By the time Musk announced that Twitter would become ‘X’, it hardly mattered what it was called or what it represented. Public perception of his company was beyond repair. 

What we can learn from Musk’s mistakes

Of course, this is a high-profile, extreme example of a rebrand gone wrong. But it showcases a valuable lesson in what the public (and employees) want from companies in 2023. It’s no longer about the visual representation of the brand—it’s about the culture. 

How a company treats its workforce (both publicly and privately) is becoming a huge part of the brand itself. It quite literally pays to be good to your workforce, because the public vote with their loyalty, and people-first approaches to doing business are proving immensely popular. 

How to build a brand that people will respect

So what can a company do to make sure its brand is something that resonates with the times we’re living in? 

• Do good. It sounds simple, but it’s of massive importance to today's consumer. Have charitable initiatives. Be eco-friendly and sustainable. Be tolerant, open and accepting of others.    
• Treat people fairly. From your customers to your employees, make sure you are extending that goodness to the people you interact with. Fair pay, honesty and transparency go a long way. 
• Diversify your hiring. Having a diverse pool of talent is so much more than a tick-box exercise. It will offer you access to untapped ideas, markets and creativity. 
• Embrace your difference. What can you offer that no one else can? The best brands are unique thinkers and don’t just repurpose what’s already been done. 

At Remotify, we specialise in doing good—for employees, leaders and the Philippines. After all, happy people make a happy workplace, and a happy workplace is a successful one. Want to find out how we do it? Book a call with a member of our friendly team today!