Rebranding a company, service, or product
Rebranding is a science and the stakes are so high that it requires a brand specialist to navigate the obstacles, barriers and opportunities that this important business initiative requires.
Ask why you are considering rebranding in the first place
Something has either gone wrong or, more often, your business results are not meeting your expectations. A disappointing business quarter, loss of market share, changes in competitive mix, a new product or service, acquisition, or buy-out names are just a few of the events that require such an effort. There must be a sound business reason to do rebrand because there must be an important return on investment when your company or brand takes the dive.
What must be considered
When a company rebrands itself, much will be changed and/or updated - and none of these are inexpensive. Just think for a moment what that entails. A new logo and a new mark, signage changes across your entire corporate culture, a new color palate, new signature system, new internal presentation or external PowerPoint templates, brand training throughout your organization, sales training to keep the sales messages in lock-step with the new brand, and complete changes in your brand communications along with both product and brand advertising. But also consider that a successful rebranding effort also demands change of a cultural nature. You, as a company, must change as much as your messaging and the symbols of that messaging.
We look critically to make sure the upside of the rebranding process is justified.
Any brand consultant that tells you this is just about a new name, message and logo is no brand expert. It's much more than that. To do it correctly, we have a process and that process helps us determine the return on investment (ROI) and all of the loose ends that need to be tied up to ensure success.