Rebranding is one of the most common topics I hear from businesses struggling with their brand.
I like to start with an audit to understand both internal and external perceptions of the brand. This quick research gives me a baseline to understand challenges and opportunities. If, after an audit, clients agree that it is needed, we discuss these seven essential issues and the sequential steps needed.
Seven Considerations
- PERSONALITY: We get several key people to fill out a questionnaire that asks them a range of questions geared toward defining their brand (company’s) character, attitude, and image. Are you a fun and exciting brand or one that is serious? Would you drive a sports car or something practical like a minivan? Through these questions, we started to find words that helped us filter what the brand represented. Single words short phrases are potent ways to begin this process. The most effective first step is to do an archetype exercise at the root of this issue.
- WHY: We discussed why – Why are they in business? Beyond money, what is the motivation for their work? What truly drives them each day – beyond a paycheck? Apple is a brand for people who think differently. They make products for people who want to “put a dent in the universe.” See this post about Simon Sinek for more on this topic. When everyone in a company understands the core mission, it helps make each touchpoint with consumers, clients, and colleagues easy to understand.
- DESIGN: A design firm, working off of an archetype and clear vision, can provide a range of taglines and graphic representations of the brand. What should this brand look like – from colors, shapes, and forms – to words that communicate purpose and value. A creator brand will have a different look and feel from an everyman brand. We started with more than fifty taglines and kept eliminating ones that didn’t have some emotional or evocative connection. Same with the logos – we kept working our way toward simple, clear, and concise. All design is rooted in the brand’s archetype. Rebranding takes thoughtful design.
- MARINATE: As we reviewed the top three options, we shared each image and tagline with the management team and allowed each one to marinate with them over time. They keep the imagery hanging on their walls or create a mock website to keep revisiting them at different times in the day. Slowly, we eliminated one option, and two-finalist emerged.
- CROWDSOURCE: We shared the two finalists with a select group of employees, vendors, and customers without giving them any information. We show our current brand identity and logo and also share two options we are considering. We gave them a blank verbatim box to say – what do you think. We learned a lot and often ended up deleting one because one element wasn’t as clear. I like it when one option is the clear favorite of the crowd of about 100 people. That’s a healthy sign we are on the right track.
- DECISION TIME: The leadership team decides to last-minute tweaks to the leading choice, and we moved forward rebranding the website, business cards, stationery, templates, etc. And we explain our reasoning to everyone in the company. I like to do this with a video.
- BRAND STANDARDS: We created a set of brand standards to give guidelines to anyone who would be using the logo so that type, color, font, positioning, etc., was exact for anyone who used our brand. Since most companies have agencies or other marketing partners, we want everyone to understand how all the brand elements should be used. We even create examples of the inappropriate use of the brand image or logo.
Do your brand’s identity and logo communicate the essence of why your brand exists, who you are, and what you do? Are you sure your target audience gets it? Have you tested it recently?
Remember – marketing is what you do, but a brand is how others perceive you.
Is it time for your company to think about a rebrand?
Want to discuss rebranding your company?
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Katherine Kromberg on Unsplash
