Why is rebranding not about creating a new logo, but about transforming a business? This was the focus of a presentation by Ruslan Hutnikov, CMO of Netpeak, at a SUP PR Community meeting. He shared practical insights from the large-scale rebranding of one of Ukraine’s leading marketing companies.
Rebranding Starts with Strategy, Not Design
One of the key takeaways from the meeting was that rebranding is first and foremost a strategic process. Before changing its visual identity, a company needs to honestly answer several questions: Who are we today? Does our current positioning reflect who we have become? And who do we want to be tomorrow?
Ruslan Hutnikov explained that Netpeak realized its previous positioning no longer reflected the actual scale of the company. The business had long expanded beyond digital services alone. That is why the first step was to define the goals of the transformation, followed by research into the market, competitors, customers, and how the company was perceived internally.
A Developed Brand ≠ a Launched Brand
Netpeak’s CMO outlined all eight stages of the brand transformation:
- Defining the objective
- Discovery
- Developing the positioning strategy
- Developing the brand strategy
- Creating the design system
- Preparing the communications strategy
- Launch
- Post-launch brand development
Ruslan emphasized that launching a new brand is only the halfway point. Much of the work begins after the launch, when the new positioning needs to be reinforced every day through products, services, communications, partnerships, and new projects. That is why a full-scale rebranding process for a large company can take more than a year.
Performance Is Not Just About Traffic or Leads — It Is a Strategic Foundation for Business Growth
During the meeting, Ruslan presented Netpeak’s new brand platform, built around comprehensive client partnerships rather than individual marketing services.
Performance remains at the core of the company, but it is now combined with strategy, analytics, AI solutions, creativity, and branding into a single ecosystem. This approach allows clients to receive not a collection of separate services, but integrated solutions that help their businesses grow faster and achieve measurable results.
Ruslan also presented the ten principles that underpin the Netpeak brand today:
- Performance as a Core
- Integrative Full-Service
- All-in-One Top Experts
- Innovation Driven Company
- Ethical Responsibility & Transparency
- Ambition of Growth
- Confidence and Ease
- Human-Centric
- Trusted Partnership
- Bold Experience
Together, these principles establish a new standard of client interaction, positioning the company not as a contractor, but as a full-fledged partner in business growth.
More Is Possible
Special attention during the presentation was given to the new brand’s central idea — More Is Possible.
According to Ruslan, marketing has always been about growth: more knowledge, more interest, more customers, and more opportunities. But there are no universal formulas for success. That is why Netpeak seeks an individual path to success in each client’s category. The “More Is Possible” philosophy has become not only a new communications message, but also part of the company’s internal culture.
Rebranding Is an Investment in the Future
At the end of the meeting, participants received a number of practical recommendations for companies planning large-scale transformations.
The SUP PR Community meeting was an excellent opportunity to look at rebranding from a business perspective — as a growth tool that helps a company rethink its role in the market, unite its team around a shared idea, and build a foundation for further growth.
Thank you to the Netpeak team and Ruslan Hutnikov for the valuable insights and willingness to share their experience. Meetings like these inspire businesses to think bigger, act more boldly, and create brands that truly shape the market.