Brand is the backstage, not just the show

When I wrote about the renaming of Virgin Australia a few weeks ago, I was using it as an example of what I think is a term people use far too loosely – “rebranding”. And while Virgin Australia took exception to my characterisation, the points they made just served to further illustrate what I was talking about.

First let me say again for the fans in the stands and anyone who hasn’t read my blog before – I don’t believe there is such a thing as “rebranding”. Short of shutting down the company and starting again, the brand you’ve had will always be part of the brand you’ve got, no matter what you do.

Virgin Australia’s concern was that I didn’t have all the facts about the extent of the operational changes that were coming along with the new name. Changes that include: new planes, an increased focus on business including new business lounges and new frequent flyer program. 

Okay fair enough, I didn’t mention those things. But my point remains the same, if WHO you are isn’t changing, and as commented they remain about “keeping the air fair” then you are just evolving the practices, operations and window dressing of the brand, not in fact “rebranding” anything.

A bit like Darwin’s law of evolution, a brand is a living thing and is constantly evolving in ways big and small. So the idea of “rebranding” becomes somewhat moot. I would much rather people just say, “Our brand is evolving in response to the needs of our environment and so we now have a new name and some new operational initiatives to better meet those needs”. It should be that simple.

The trouble with that is it doesn’t grab headlines. It’s too “business as usual” to get the attention that a “rebranding” does. Because of course “re” anything is accompanied by the requisite show. Name in lights, drama, cheering audiences.

Except that isn’t where brand lives and breathes. If anything, brand is the backstage not just the show. It’s the thousands of little things that everyone does to make sure the show happens, day in and day out. And that’s why I have such a problem with the whole “rebranding” idea, because it ignores the real work of the brand where promises are made and kept (or not kept).

So, with all that said, as a final point I would like to offer congratulations to Virgin Australia for doing what too many fail to do – defending their brand. They didn’t agree with me and I’m happy they took the time to tell me why and make sure I had their story. Brand defense doesn’t happen enough!

See you next week.

Michel Hogan is a Brand Advocate. Through her work with Brandology here in Australia and in the United States, she helps organisations recognise who they are and align that with what they do and say, to build more authentic and sustainable brands. She also publishes the Brand thought leadership blog – Brand Alignment. is a Brand Advocate. Through her work with Brandology here in Australia and in the United States, she helps organisations recognise who they are and align that with what they do and say, to build more authentic and sustainable brands. She also publishes the Brand thought leadership blog – Brand Alignment.