The equation of change in brands

Having an authentic and sustainable brand is essential to generate impact. We say it all the time: at Soluble we make sure good companies look as good as they really are. From strategy, because it's a useful tool to connect with the future and make decisions with real impact on day-to-day operations.

We've been through dozens of rebranding processes, across many different types of companies, over the last decade. Almost always we find ourselves with champion supporters, who see all the potential of a brand, and others who offer resistance. Something natural.

This post is for you, who want to reduce uncertainty in front of a project that always creates win-win situations for our more-than partners. To help you, we explain what it is and how to apply the change equation to the brand space.

Here's the formula

Although there's much discussion around its exact attribution, we can say the change equation was created by David Gleicher, one of the great experts in organizational management, in 1975. Later, the formula was refined by Richard Beckhard and David Harris. Several research articles were published about it discussing transitions in companies, to explain the probability that a shift would occur in the business environment.

This equation determines that for change to happen, resistance must be less than the sum of current discontent, the shared vision of a better future, and the return generated by the first steps. In mathematical terms it's easy to understand:

Variable by variable

The first thing is to understand resistance to change (R). In general, people working in a company that functions correctly are comfortable with their processes and day-to-day resources, even though a deeper diagnosis would make clear they are inefficient and can be improved.

That doesn't mean, of course, that there isn't some level of discontent (D). Because there's always room for improvement. The greater the lack of satisfaction, the easier it will be for change to happen. If happiness is absolute, no matter how much the project is stalled to some degree, it will be very difficult to promote any kind of transformational process. Including a rebranding, which will impact what the company projects, but also its daily operations. You know: brand reduces uncertainty and facilitates decision-making.

The third variable is the shared vision of a better future (V). If a champion is able to show that there's an attractive horizon — at the economic level, decision-making, communication — they'll be reducing the size of those walls that slow down change.

To create that ambitious perspective in the medium and long term, the first steps (First steps) are key. We're talking about the team putting all-in from the start, using strategy to build capacity and have a clear guide, but also the steps before brand work begins: showing the impact it's had on other companies through case studies or interviews with people who've already made that journey can be really valuable.

Do what's in your hands

If you've made it this far, it's because you're interested in driving the creation of an authentic and sustainable brand or an impactful rebranding at your company. But it's not been easy. This is where the change equation becomes useful: it helps you understand what's up to you.

Even if someone is content with the status quo, you have the opportunity to provide them with a more attractive vision of the future in the areas that concern them. In some circles it will be a matter of money, in others about reducing headaches and uncomfortable conversations. You also need to make sure the partner you choose understands the importance of evangelizing about the brand so there are no friction points during the journey. It's something we keep very much in mind at Soluble throughout the entire Accompaniment.

You can even anticipate some of the work by showing success cases like Onum's, whom we accompanied to define their brand before they received funding of over 25 million euros to shift the data paradigm. Or how we worked with Asian House to create a brand universe that reimagined Asian cuisine.

Once the process begins (first win), it's critical to ensure there are no interferences that could undermine credibility during the early stages. That all parties are aligned, that immersion is executed with care, without taking anything for granted, so it results in a brand platform (and an identity) that guarantee scalability from an authentic position. Projecting something every day that strays from your essence is unsustainable.

A tool for happiness at work

Brand Strategy is a multipurpose instrument that guarantees coherence and reduces uncertainty because it charts the course, makes it easier to project a stronger image, optimizes costs, and generates more revenue. In other words: it strengthens business objectives by attracting clients and talent, then building loyalty. The benefits are visible throughout the entire funnel.

Since Soluble's purpose is to make people happier in their work environment, we're very clear on the importance of a holistic vision. Having specialists in every area—Strategy, Visual Design, Product, Technology, and Activation—and having them coordinated by generalist profiles means providing peace of mind to all teams.

We approach visual identity from strategy, from leverage Design Systems to enhance scalability and use JAMstack, empowering teams with flexible and consistent tools. We're about creating opportunities and enabling growth so you only have to think through the change equation once. Now.