If Rebranding is the Answer, What Are the Next Steps?

 This is Blog 2 of a three part series on Rebranding. The first post is "When is Rebranding the Answer?" 

It’s the beginning of a new year and you plan to make some changes to your business. And one of them is to  rebrand as you revitalize or expand.
 
So what steps do you need to take? As you work through the process of creating a new brand, please keep in mind the definition of a “brand” as defined by Seth Godin:
 
          “A brand is the set of expectations, memories, stories and relationships that,
          taken together, account for a consumer’s decision to choose one product or
          service over another.”

1) Understand your current image
 
Using that definition, the first step to successful rebranding is finding out what current customers, employees and key stakeholders REALLY think of your organization and the brand that represents it.   
 
When gathering this feedback, pay particular attention to:

• How their perceptions correspond to the vision and values of your organization and your desired image.
• What they like about the current branding, what they feel conveys a positive image that aligns with their experiences.
• Areas to change – aspects they feel are not aligned with your values, operations and current or planned offerings.

 
2) Identify Brand Characteristics
 
Once the feedback is collected, the next step is to identify the key characteristics of the new brand.

• Brand values – Do you want to convey Innovation? Trust or security? Honesty? Quality?   
• Brand Attributes – the “personality”
  • Conservative or progressive?
  • Urban or outdoorsy?
  • Casual or professional?
  • Funny and playful or serious?
  • Big or small?
  • Leader or underdog?
  • Stylish and fashionable or functional and practical?
  • Thrifty or affluent?
  • Outspoken or reserved?
  • Dynamic or stable?
  • Predictable or surprising?
  • Stable or fluid?

 

• Negative brand attributes -- such as “boring” and “inflexible” -- are also important. Think about if they can be projected as an asset  (for example, a hotel without amenities can be billed as "no frills" or "just what you need, nothing more") 
  
• Underlying organizational changes – if you are rebranding while making operational or product improvements, how do you want to reflect this?
• Constraints – for example, a rebrand of a division of an existing company may need to follow a predetermined color pallet, shapes or style.

 
The output from this analysis will be a statement of brand attributes.

3) Get Creative
 
Now the fun begins! Set up a brainstorming session to generate options for the desired brand name, logo, tag-line and/or other branding symbols.  Then, keeping in mind target customers’ demographics and perspectives, narrow the brainstorm list down to 2-3 potentials. Even if you hire an outside agency, be sure to invite key employees, management and stakeholders to participate in this process – they can be sources of creative ideas and their participation will help to increase buy-in and support.
 
 
4) Check Availability 
 
Sometimes everyone’s favorite option isn’t available, so be sure to check the availability and suitability of the final choices.

• If the rebranding includes a new name, check if the name and a usable URL are available.
• Think how the new “look and feel” to be used – what channels and how it will work in practical applications, such as on shirt, trade show booths, etc

 
Here’s an example of what can happen if you skip this step.
A local Pesticide company wanted a new look to reflect a change in management. The old branding included a dark brown logo of a tank. The updated look included lighter colors, predominantly yellow. Seemed like a good change. But when they implemented the new branding, they ordered new yellow shirts for the service crew. Unfortunately, the shirts showed dirt and sweat easily; the technicians disliked them for this and customer impressions were poor. After a while, the company listened, reversing their decision and returning to brown shirts, but this could have been avoided by involving key individuals in the rebranding creation process.
 
 
5) Test
 
When selecting your new brand, remember to test before full implementation takes place.
Does the new brand convey the right message?
Is the tag line appropriate? 
Does the logo have a hidden (unintended) meaning or symbol? 
Testing may seem time consuming, but even well established companies have made the mistake of not testing and incurred embarrassment and negative impacts. 
What can happen:
When Airbnb unveiled this logo, it generated a wave of criticism for its design.
Some likened it to a triangular paperclip or something else unintended. 
 
6) Plan Implementation
 
Finally, the devil is in the details! Take the time to plan for every aspect of implementing the new brand. The best branding is consistent; therefore updating everything customers come in contact with is important. Often it is advisable to include a “soft launch” before announcing your new brand.
 
Our third and final blog entitled the Nitty Gritty Rebranding Checklist will include a handy list of common items to update during your implementation phase. Please watch for it! 
 
Thanks for reading, and as always comments and additional thoughts are appreciated.  If you have questions concerning your rebranding efforts please contact us!
 
 

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