The step-by-step guide to rebranding
You guessed it, the first step and probably the most important step is to make sure everyone
2. Define your brand team and governance
Taking on a rebrand is a
Once you’ve gotten the practicals out of the way and set up structures, you will start on your comprehensive brand audit. At this point, you’ve already decided that it’s in the company’s best interest to rebrand, so this audit is about understanding how much brand equity you actually have in the market. This includes an analysis on your current and future market, the competitive landscape, the visual universe you live in now, your internal culture, and your current and future customers.
4. Define or redefine your strategic brand elements
At the conclusion of the brand audit, you will have a pretty clear idea of the trends and gaps which means you now have a starting point to begin the the process of defining or redefining your strategic brand elements. The brand audit coupled with your strategic reason for the rebrand will lay the foundation this work.
For example, if your reason for rebranding is because of declining business performance and your entire business strategy has changed because of it, you will most likely spend more time aligning your purpose, vision and mission to the new strategy. Maybe your reason is an M&A, and then you might spend more time on how to bring the new acquisition into your current brand portfolio.
The strategic brand elements include who you are, why you exist, what you want to achieve, how you’re going to achieve it, and who you are doing it for. This is your opportunity to go back into your brand platform and evaluate:
- Do we actually have a purpose and what is it?
Rebranding is about changing the perception of your brand in the minds’ of the your stakeholders. This means you need to analyze the current space you take in their minds, and articulate a future position based on your new strategic focus. This will be the guiding principle for the growth and development of your brand.
Brand experience rules communicate how your organization should act toward your stakeholders on a daily basis. It’s a way to operationalize on your mission and a way to align your brand experiences at all internal and external touchpoints.
Throughout the process, your brand identity is going to come up. And most likely it will spark a lot of opinions and emotions. You will, at this point in the process, have already analyzed your current visual identity and considered this when developing your strategic brand elements. And now it’s time to actually match your new strategy with the visual image you want to create.
This is where everything comes together and your aspired position and strategy are converted into visual assets. You’re creating something tangible that makes your strategy come to life. Maybe in the end you only change the colors, or you decide to just change the font. Either way, it is a process that should be based on your strategy.
Taking a new position usually requires a new set of value propositions and a new view on the way you represent your brand through communications. This means your messaging will most likely need to change internally and externally and be reflected in your overall communication strategy.
This should be a center of excellence for all things brand. Your entire brand platform, design assets, and messaging should be readily available for the entire organization. You should not only just include the elements, but also include how to use these elements in different scenarios.
Now, that you have settled on your new platform and defined the way forward, the fun really starts! Start with defining your roadmap on how to apply the new strategy to all communication touchpoints and then develop internal programs to get people aligned and motivated!
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