Why do we need a rebranding?

This rebranding journey started a few months ago with a simple goal in mind: to refresh our logo and website.
More specifically, our current website looks quite corporate, with dark colors and too many overlays, so it was time for a change.

We collaborated with our colleagues in the Netherlands and had a workshop led by brand strategist Gijs Van den Boom.
The aim was to define our brand identity, and three key objectives emerged from this process:

1. Remain or become top-of-mind with customers and prospects.
2. Increase lead generation and sales opportunities, reducing our dependence on Salesforce.
3. Attract talented individuals who prefer to work for a great brand rather than a boring one.

Brand Positioning

The next step was to identify our Brand Archetypes. A brand archetype is like a character that represents our brand, reflecting 12 important human desires and values.

Out of various exercises, Brightfox came out as the ‘Caregiver’ – archetype. The results also showed that elements of the ‘Hero’ archetype are present, making it our Brightfox Archetype sub-type.

These archetypes shape our communication and tone of voice on the website, social media, and visual elements.