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