A rebrand should be viewed as building the fundamental foundation of a business. Without it, growth attempts are superficial and temporary. With a solid brand, the company has a stable base that can support significant scaling and prevent the business from hitting a growth ceiling.

Canva's leadership, with founder buy-in, views brand investment as essential for long-term growth. This philosophy allows them to balance building brand equity for future health with hitting immediate performance marketing goals, justifying spend to the CFO.

The rebrand wasn't about changing the mission, but better communicating existing work—like venture capital and seed insurance—to donors who saw "Mercy Corps" as purely emergency relief. The new name, Prosper Global, aims to shorten the fundraising conversation by stating their long-term, prosperity-focused values upfront.

Many brands retreat to safety during turmoil. However, a true existential crisis can be a unique opportunity, forcing teams to abandon failing playbooks and embrace the unorthodox, high-risk creative ideas that would otherwise be rejected by the system.

Branding is not just about reflecting a company's past; it can be a forward-looking tool for change. By defining a new, aspirational identity, a rebrand provides a clear path and a public commitment, guiding the organization to evolve and actively become the company it wants to be.

In turbulent economic times, leadership often cuts marketing first. However, marketing is the lifeblood of an organization, driving revenue and reputation. Data shows that increased marketing investment during downturns leads to greater returns and long-term growth.

Contrary to expectations, local staff in crisis zones—90% of the workforce—immediately understood and felt proud of the "Prosper Global" name. They saw it as an affirmation of their communities' potential beyond being "charity cases," while stakeholders in the global north were more skeptical of the change.

The fear that changing a company name will destroy brand equity is a myth. Momentum is maintained or even accelerated when the change is launched with a compelling, enthusiastic story about the future. Focus on telling customers where you're going, not just what you're changing.

To get a CEO fully invested, position the rebrand not as a marketing initiative but as foundational infrastructure that touches every part of the business, from HR and recruiting to sales and customer operations. This reframing elevates its importance and ensures cross-departmental adoption.