In this Identity Audit, I'm not reviewing a car brand's rebrand. I'm a brand and identity strategist, and Jaguar pausing car sales for a year to relaunch as an all-new electric luxury brand is the cleanest case study I've seen of a company with the right instinct and the wrong sequence.

We cover:

• Why Jaguar's "Copy Nothing" rebrand wasn't the disaster the internet called it, and what actually went wrong
• The difference between a reskin and a real rebrand, and why most people mistake one for the other
• Why people didn't reject Jaguar's aesthetic — they rejected the absence of a clear who and why behind it
• The three signs you're just re-skinning instead of doing the identity work
• Why aesthetic work asks "how do we want to look" while identity work asks "who have we become"
• What I landed on for my own brand mark after realizing my old logo was about my role, not my belief

The question this episode is really asking:

Have you done the identity work, or just changed the way you look?

New episodes every Monday.

Find Kat at kattorre.com | Instagram: @kattorrexo