Do you really want to do a rebrand or change your culture?



Mission: A mission statement is a brief statement that describes the overall purpose of an organization, including its goals, objectives, and key strategies. It answers the question, “What do we do?”

Vision: A vision statement is a statement that describes the desired future state of an organization. It answers the question, “Where do we want to be?”

Values: Values are the core beliefs and principles that guide the behavior and decision-making of an organization. They help define the organization’s culture and reflect its identity and purpose.

Brand: A brand is the overall image or identity that an organization presents to the public. It includes the company’s name, logo, slogan, and other visual and verbal elements that distinguish it from other companies in the same industry.

Culture: Culture refers to the shared values, beliefs, behaviors, and attitudes that characterize an organization. It is shaped by the organization’s history, leadership, and employee interactions, and influences how people work together and how decisions are made.

Overall, mission, vision, values, brand, and culture are all important components of an organization’s identity and purpose, and play a critical role in shaping its success and impact.


If mission, vision, values, brand or culture change every few years, it can have significant implications for the organization. Here are some potential consequences:

Confusion and disorientation: Frequent changes in mission, vision, values, brand, or culture can cause confusion and disorientation among employees, customers, and other stakeholders. People may struggle to understand what the organization stands for and what it is trying to achieve, leading to decreased morale, engagement, and trust.

Lack of consistency: If the organization’s identity and purpose keep changing, it can be difficult to maintain a consistent message and brand image. This can lead to a lack of recognition and trust among customers and stakeholders, and make it harder to build long-term relationships.

Loss of credibility: If the organization changes its mission, vision, values, brand, or culture too frequently, it may lose credibility and appear indecisive or unstable. This can damage its reputation and make it harder to attract and retain talented employees and customers.

Difficulty in achieving goals: If the organization is constantly changing its mission, vision, and values, it may be difficult to achieve its goals and objectives. This is because it takes time and effort to align people, processes, and resources around a common purpose, and frequent changes can disrupt this alignment and cause delays or setbacks.

Increased costs: Changing mission, vision, values, brand, or culture often requires significant investment in rebranding, marketing, communication, and training. If these changes happen frequently, it can lead to increased costs and inefficiencies.

Overall, while it is important for organizations to evolve and adapt to changing circumstances, frequent changes in mission, vision, values, brand, or culture can have negative consequences and should be carefully considered and managed.

Adapt Consulting Company

We support businesses with people, process and technology change. Either small (eg SME start-ups) or large (eg privatisation of public-sector organisations).

We do this as Consultant/Project Manager sometimes setting-up an in-house Project Management Office (PMO) and Change Team. We also Mentor for programmes like the UK IoD BeTheBusiness.

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