How To Rebrand: Follow These Four Steps
Rebranding is a major undertaking for an organization, but one that can deliver an ROI that far surpasses the investment in resources and time.
Rebranding is the process of transforming a company’s positioning to ignite growth. It usually includes a strategic update to your name, your customer promise and experience, your culture, all messaging, visual identity and go-to-market approach. A successful rebranding can deliver enterprise-wide benefits, aligning all employees behind a clearer and more energetic presentation of your business proposition.
Our experience rebranding organizations across different industries and of various sizes, reinforces the need to follow a disciplined process of strategy, creative and then execution outlined in these four major stages of a successful process.
ASSESSMENT -- Understand Current Brand Equities and Contributors to The New Brand Essence
Team Formation – Identify your core decision makers as well as a broader cross-functional team representing all departments which will help with implementation.
Brand Audit – Put your existing brand under a microscope to assess what it is conveying, and gaps based upon your strategic business plans.
New Research - Conduct new research among external stakeholders as to how they perceive your brand and the role your company plays in their success.
In-Depth Stakeholder Interviews – Hold in-depth discussions with your leadership on the future of the company and what is necessary in a brand to deliver on that promise.
Rebranding Business Case – Construct the compelling presentation that shows the value of rebranding and the cost of not pursuing the effort.
Rebrand Strategy – Outline what you are trying to achieve with the rebranding.
Asset Inventory – Start the process of identify and cataloging all currently branded assets (trust us there are many) that will need update name, logo, design and content to launch the rebrand.
Change Management Assessment – Identity the impact the rebranding will have on internal and external stakeholders, outline necessary steps to gain their support and adoption.
ARTICULATION - Define The New Brand
New Brand Positioning/Essence – Build the platform of the new brand beginning with the new customer promise, reasons to believe and positioning.
Mission, Purpose, Values – Re-evaluate these current foundational statements and lead workshops to update them to align with the new brand promise.
New Name Creation/Test – Determine naming approach and create new options which reflect the brand promise. Test among prospects if needed to further your confidence in its ability to work.
New Brand Story – Write a powerful narrative that serves as your brand manifesto.
Tagline Development – Create new taglines, and other marketing copy, which further call customers to the brand.
Logo and Brand Identity Design – Review custom designed logo options which incorporate a story with meaning. Produce a full visual identity to include typography, color palette, imagery, application of the design in collateral, materials, website and other digital assets.
Brand Archetype/Architecture – Determine the brand’s personality to be reflected in communications and actions. Determine needed sub-brand strategies and how they relate.
Brand Guidelines – Document all brand components and visual identity in a set of guidelines to align future application.
Trademark Search/Application – Conduct a search on existing use of shortlist of possible names. Upon trademark attorney opinion, submit an application to trademark your new brand name.
Domain Purchase – Purchase your dedicated new domain as well as defensive strategies to protect your web space.
ALIGNMENT - Update Brand Assets and Align Leadership and Employees To Launch Successfully
Website Creation/Sales & Marketing Materials– Create a dynamic new website and sales/marketing collateral portfolio that center on the new brand promise and experience.
Leadership Alignment – Maintain communications to and input from leadership team to ensure engagement and support.
Customer Experience Journey Plan – Conduct workshop to evaluate current customer journey and new desired brand journey. Identify gaps and create an action plan to build new experience infrastructure. Determine needed resources and technology.
Employee Experience/Employer Brand Plan – Conduct workshop to evaluate current employee experience and design a new brand experience. Identify gaps that need to be updated in recruiting, onboarding, performance management, rewards/incentives, culture and exit process and build new infrastructure.
Change Readiness Execution – Initiate efforts to assist employees on their individual change journey with the rebranding.
Implementation Execution – Guidance on the operational updates necessary for a successful launch.
Brand Asset Updates/Production – Oversee the meticulous project management of updating all branded assets including responsibilities, dependencies, costs and timelines.
Launch Strategy – Plan the internal and external launch of new brand to include employee education and celebratory events, communications to customers/industry/partners, and post launch marketing.
Internal Marketing – Build a plan of engagement of employees in supporting the new brand.
ACTIVATION - Launch The New Brand With Purpose and Energy
War Room Execution – Set up command center to oversee launch execution, handle unexpected lapses and serve as a resource for employee questions and needs.
Launch Events – Internal launch event to celebrate the company success today, its promising future and its new brand platform.
Stakeholder Communications – Advance and announcement communications to customers, prospects, partners, industry leaders and vendors that educate and gain support.
PR Announcement – A media relations campaign on the announcement and executive profiles.
Social Strategy/Campaign – A pre-launch campaign to create anticipation and explain why followed by a post-launch campaign that creatively brings the brand to life.
Post-Launch Marketing Plan – Detailed strategy and plan on how to activate the new brand post launch.
Perhaps it is now clear how comprehensive an effort rebranding is and the need for an experienced partner who has traveled this road many times. Click the button below and let’s set up a conversation on how Rebranding Experts can serve as your rebranding Sherpa.
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