Rebranding Made Easy as Pie!

Of course the title of this post is ridiculous.

Rebranding is never easy. It involves a great deal of planning and strategy, a whole lot of hard work and some fantastic collaboration on a million different levels..

But, having gone through a major brand refresh and several small rebrandings, I have come up with these tips for, at the very least, making it just a little easier.

Define Objectives

The first step is defining drivers and key objectives. That means answering questions like, is this a brand refresh or a brand transformation?

Once you understand your drivers, you can focus more clearly on the objectives and deliverables.

For example, a transformation may included a new company name, logo, positioning, messaging and brand identity, whereas a refresh builds on earlier brand progress. That’s not to say that a refresh is easier. In nearly every case, a refresh is going to have a whole series of challenges built in that cannot simply be ignored and likely includes the creation of an entire brand system and architecture. Many times a refresh is needed because a company has not previously established a systematic approach to brand identity, architecture, or brand management. In that case, a color palette, graphic style,  naming convention and brand personality will need to be either created or changed.

Knowing what you need to accomplish, and clearly establishing that as a focus, will save you a lot of headaches during the next steps and the final implementation.

Determine Approach and Scope

The second key principle is agreeing on how to approach your objectives. What is the scope?  Over what time and at what cost?  Who will make decisions besides the CMO, Vice President or Marketing Director (depending on company organization)?

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