by Randall CraigFiled in: Blog, Branding, Insight, Make It Happen TipsheetTagged as: Branding, Launch, Marketing Strategy
Have you wondered why an organization’s rebrand doesn’t seem particularly right? That maybe they missed something along the way? A bad rebrand can mean that at best, that the expected benefits aren’t delivered, and at worst, the brand is ridiculed in the market.
There are no shortage of these flubs – here are two:
So what does a successful rebranding recipe look like? Here is our approach, boiled down to ten practical steps:
A rebranding process is only half-done if it stops at the production of the collateral – the brand must be launched. The rebranding opportunity must also be used to lock in other changes, both in attitude and in behavior. This can be accomplished in many ways:
Does a rebranding effort need to have all ten of these steps? No – the effort accordions up or down, based on a number of factors, including business criticality, timeline and deadlines, budget, and management priorities. Recognize however, that your risk increases dramatically as less effort is spent. (Syfy, anyone?)
Strong brands get stronger because they approach branding strategically, not opportunistically. This week, use the rebranding process as a checklist: which activity (Discovery audit, Competitive analysis, New collateral, etc) can best strengthen your existing brand?
Marketing insight #1: Of the ten rebranding steps, notice that a full half of them are external validation? This ensures the brand’s market relevance and impact. And of the ten launch activities, seven of them are internal? Only if your brand is strong on the inside, will it be strong on the outside.
Marketing insight #2: While brand standards are critical for consistency, locked-in-stone branding can become brittle and break. The best brands have some built-in flex.
Marketing insight #3: Brands and culture are tightly coupled. More in the Rebranding Decision.
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