Firstly a big thanks to those who shared, like and retweeted Part I of this post – glad many of you enjoyed it.
There are many research and tools out there that can determine the state of your brand, many of which can be costly and time consuming. From the many brand development projects I’ve worked on over the years there are regular clues as to why businesses decide to invest in rebranding.
You can catch clues 1-5 in Part I of the post here. For clues 6-10 read on…
6. Dissatisfied with your name
Or it may be that you want to feel proud of your brand again. If it doesn’t fit, you need to know why and adjust accordingly.
7. There are changes in the market around you
Are there new players, new developments, and new customers in your market? Determine if your brand is well positioned to take advantage.
8. You have merged with another company…
…or there’s been a restructuring of senior management. Brands belong to the people, but brand development begins at the top of the organization. When there’s lots of change at the top, there’s bound to be some confusion below. A strong rebranding effort is a great way to get everyone on the same page.
9. Its not consistent
Your brand has grown without much of a plan, it’s inconsistent and doesn’t make sense anymore. It may be time to look at the relationship between your company and the product/service brands.
10. Lack of clarity
If you’re not clear about the future vision of the company then how can employees get motivated about your business brand? Addressing the brand vision during a rebrand can bring clarity and focus and have a unifying effect between you and your team
Whatever your reason for rebranding, go much further than ‘just changing the logo’. Use it as an opportunity to go deep and look at how your brand affects all points of customer contact.
Do it right and one of the most significant outcomes is the clarity and focus it creates for your leadership team. The result has a rejuvenating effect on the whole company; your whole team will want to own it, be proud of it and take your organisation where it wants to go.
What do you think? Have you rebranded because of one of the above or is was it for a totally different reason? Let me know your thoughts.
Russell
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