The rebranding is also intended to reinforce with its own staff desired behaviours such as honesty, professionalism and developing long-term relationships. “The whole message throughout this is, ’Be different, guys’,” said ReThink director Michael Bennett.

A well-branded business “breeds loyalty and gets referrals and name recognition”, Bennett said. “People will know what you do and how you work.”

A major investment in staff training was part of the programme, Bennett told Recruiter. ReThink paid for all of its recruiters to earn their Institute of Recruitment Professionals qualifications, complementing the company’s bank of on-the-job experience: he said that 40% of its 90 front-line staff have worked in recruitment for over 10 years.

The visual marketing portion of the rebranding, created by B2B marketing agency Birddog, features black-and-white photography, and copy that emphasises what ReThink is promoting as its differences and values: ’unexpected honesty’, ’unconventional people’, ’uncommon understanding’ and ’unparalleled success’.

Brand champions, appointed in each of the company’s seven offices in the UK and Dubai, ensure that the right behaviours and messaging are ongoing. And regular competitions to choose the consultants whose behaviour most closely matches individual values will further reinforce the message.

Asked how ReThink will define success, Bennett said: “Ultimately, are we more professional, are we doing more business? We have to keep hiring people with behaviours like that to fully embed this in the business.”