Is it time to refocus?

This pandemic is a tough time for almost everyone. But the lockdown also creates space for some businesses to review and refocus their brands.

Branding, Essentials | 2 minutes read | Michael Gough

Is it time to refocus?
Is it time to refocus?

This pandemic has thrown a massive spanner into the workings of the economy.


At this stage, it’s difficult to know how different sectors and markets will be affected. But the needs and priorities of your audience will be changing. How an organisation with a rich history remains relevant will partly depend on how it adapts to these changes.


Use some of this lockdown to reflect on whether your business needs to refocus.


We’ve compiled five tried and tested hands–on exercises to help you assess, refine and if necessary, adjust your brand. The interactive activities are taken from our brand process and address five questions:


– Who are you talking to?
– What are you trying to say?
– What’s everyone else saying?
– Why should anyone care?
– Do you look distinct enough?


Sample spread 01




“These exercises are exactly what a lot of businesses need right now. Exercise four – ‘why should anyone care?’ is a killer. It’s quite often the most confronting part of marketing because not being able to answer the question is a good sign your thinking has holes in it. Without a decent response, everything beyond that is irrelevant.”


Matthew Holland, Head of Corporate Marketing, Iress.




Sparks is a brand and design agency that works best for ambitious organisations with rich histories and complexity.

We help them connect with a changing audience. To discover and express what matters now. We believe in the value of a strong legacy. And by simplifying well you can engage a noisy world.


Recent Work

Iress – A global software business rediscovers its purpose.

Theos – A think tank bringing an enriching voice to life.

Countrywide – A bold new look for a national healthcare supplies brand.



“Working with Sparks is a completely collaborative experience. They know the right questions to ask, to get to the heart of what we’re trying to achieve. It never feels like a shopkeeper/customer relationship; with every project, big or small, there’s a healthy back and forth process, taking our opinions on board. On a creative level, the work is outside the mainstream. Sparks’ designs for Ruffer have made people sit up and pay attention.”

Joan Gillison
Marketing Manager, Ruffer LLP


Learn more about us, see more of our work or get in touch.



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