Every now and then, all businesses should consider a rebrand if they want to remain relevant and competitive in this ever-changing world. Your brand is not something that you can afford to get complacent about.
The ultimate goal of a rebranding exercise is to strengthen your brand in the eyes of your target market. Unless your brand has suffered irreparable damage in the past, and the reason you have decided to embark on a rebrand is to distance yourself from it as much as possible, chances are that your brand already has a certain level of equity attached to it. In this case, you need to identify where these strengths lie and ensure that these remain in the rebrand. Don’t make the mistake that many do where they think everything has to change. More often than not, it doesn’t.
A rebranding process may seem a little daunting and complicated to the uninitiated, yet often the simpler you make things, the easier they are for people to engage, with in turn makes it more successful.
So, here’s 5 tips to consider to make your rebrand both easy and successful:
Come up with a list of all of the essential stakeholders that you need to engage in the process. This may include management, operations, marketing, design and external vendors. Identify who all these people are and engage with them early. Communicate clearly what you are intending to do and encourage them to provide feedback and relay any concerns. Getting any issues out on the table at this early stage can prevent a lot of headaches later on.
It can take significant resources in time, personnel and investment to roll out a rebrand, and if you don’t have a clearly documented plan in place prior to kicking things off, every one of these can quickly blow out before you know it. Therefore, I cannot emphasise enough the importance of getting a plan in place that takes into consideration all of the required elements and provides clear direction.
A key element that is often underestimated is the amount of investment required for a brand implementation. That is why a detailed budget needs to be prepared that takes into account all sorts of areas such as the production of communication materials, new collateral, signage, websites, launch events etc.
The key message here is to know what you’re in for, include all of this and get the budget signed off.
Don’t be that guy that gets caught out further down the track when he realises that he needs an extra 20% in funding to get this thing home, and then has to go grovelling to the powers-to-be for more money.
INVEST IN EXPERIENCE.
Investing in the right people to make up the implementation team that have experience in this area can be invaluable. Having the wrong people involved can de-rail the project very quickly. So, choose carefully.
Brand champions spread across each different area of the business play an important role in creating and maintaining enthusiasm and interest in the rebrand. They also ‘own’ the brand in their area and hold responsibility for ensuring every detail is kept on brand.
Once again, choosing the right people here is vital. But, let’s face it we may not always have that luxury. So, what really matters here is ensuring that these brand champions are fully briefed, regularly communicated to, have their concerns listened to/acted upon, and are provided with everything they need so as to make their job as easy as possible.
All of this may sound like a lot of work. But, I assure you that making a concerted effort across each of these areas from the beginning will make your job so much easier as the project progresses.
And, watching the success of the new brand radiate across the business of many years to come is bound to bring a smile to your face long after all of this is forgotten.
I always love to receive feedback (positive or constructive) on this or any of my posts. Feel free to contact me at any time.