Summary

Growth adds complexity—across routes to market, messaging and delivery. What was clear can knot itself into cosmetic rebrands and mixed signals. Clarity comes not from doing more, but from aligning first, then amplifying. When teams share the same picture, focused changes land quickly and customers adopt sooner.

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Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The Hidden Risk

When leaders switch a go-to-market model, the instinct is to change the brand first. That can feel decisive, yet it often obscures the real job: making sure the brand still fits how value is created, sold, and supported. Gartner notes that 84% of leaders and employees believe their company’s identity must shift materially to meet goals, which explains why a rebrand rises to the surface so quickly.

The risk is simple. If identity changes run ahead of alignment on the offer, promise, and proof, you create noise instead of traction. Customers feel the gap. Teams do too.

Align Before Amplify

A more effective path is sequencing. Align brand foundations to the new model first; then amplify only where the market will actually experience the shift. Mural reports that 85% of go-to-market teams say they’re aligned while routinely moving in different directions across sales, marketing, and product, which is why orchestration beats theatrics.

In our experience with organisations at this juncture, the push to “change the brand” is often a proxy for unresolved decisions about target, value narrative, and the buying journey. Resolve those, and you’ll typically need less surface change than you think—and it will work harder.

What To Tweak

Start by recalibrating the elements customers feel earliest, not the logo. Focus on what the new motion requires to be credible and clear. Keep it surgical and observable in the market within weeks, not quarters.

• Target and jobs-to-be-done: sharpen who you’re for and what you help them finish without hand-holding.
• Promise and proof: express value in outcome terms and back it with evidence customers actually use.
• Journey design: align website paths, trial flows, and sales roles to the new way buyers commit.
• Enablement: equip teams with scenarios, objection handling, and language that mirrors the new journey.

Signals To Track

Treat the first 60 days like an alignment sprint. Look for leading indicators that the story, experience, and teams are pulling in one direction. The point isn’t perfection; it’s reducing friction fast.

• Message recall in discovery and support conversations.
• Pipeline mix shifting toward the priority segment and motion.
• Time-to-first-value in trials or onboarding improving.
• Deal velocity and win reasons aligning to the updated promise.

Change the least you can to prove the most you need; then scale what actually moves the market. Leaders who work this sequence will find they earn relevance faster by making change where it counts and nowhere else.

Sources:

• Gartner Marketing Survey Finds 84% of Business Leaders and Employees Agree their Company Identity Must Change Significantly to Achieve Objectives — Gartner
• 85% of go‑to‑market teams say they're aligned while silently pulling in opposite directions — Mural

Further Resources

1. Aligning Brand Strategy with New Leadership
2. Brand Strategy: Moving from Founder-Led to Team-Led
3. Aligning Your Brand with Reality: A Strategic Necessity

Curious how this applies in your market? We’re speaking with leaders across industries every week. Let’s talk.

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