When you talk about brands what do you refer to them as? Plural or Singular?
Let’s make this easy. In grammar it is wrong to refer to a brand or an entity as ‘they’. A business is not plural. As a result you should refer to it as ‘it’ and not ‘they.’
Look at this;
To keep up with their diverse clients, Bird Air re-branded their airports in 2011
We hope you can see the issue?
To keep up with its diverse clients, Bird Air re-branded its airports in 2011
The confusion is understandable. In English, we don’t identify a brand or an entity as “he” or “she” — so “they” seems to make more sense but it doesn’t.
It might seem a little strange at first, but once you start correctly referring to a brand or entity as “it,” the phrasing will sound much more natural than “they.”