It seems easy enough. But the scope of a successful rebrand is probably bigger than you think.
For a successful outcome, it’s important to map out the entire rebrand process at the outset of the project and set expectations among the project stakeholders. Spoiler alert: it will be more than everyone thinks. But when done right, it’s worth it. In fact, the first step should be defining why now is the right time to rebrand and the goals of the effort.
Why is now a good time to rebrand?
The marketplace evolves, and so should you. Here’s a list of questions that will help define why it’s smart to start your rebrand project now:
- Has your brand become stale and irrelevant in the marketplace?
- Does your external image fail to reflect the changes you’ve made internally?
- Have you made changes to your product line?
- Are you failing to meet your sales goals?
- Is it time to refresh and energize your workforce?
Really, only one “yes” justifies the effort necessary for a rebrand, and the reason behind the “yes” will help unify the project team and get clear alignment on your goals.
Pre-rebrand: An important step before undertaking a successful rebrand
Once you’ve defined the need, it’s tempting to hit the ground running with your rebrand. But first, you need to assemble a cross-functional team of project stakeholders. Recruit people from all aspects of the business who are capable of “telling you how it is” and will be invested in the success of the project. Before the project launch, this team needs to collaborate on the objectives, timeline, and responsibilities of each phase. When identifying project team members, also consider who the influencers are within your organization. At launch, these project team members will play important roles as brand ambassadors within your organization.
Phase 1: Research
Your project team needs to be well-informed so important rebrand decisions are based on facts. Successful rebrand projects include a comprehensive brand audit, research on your competition, and stakeholder interviews. This research provides a sharper view into the opportunities and challenges of the current brand position, company culture, and your target audience.
Phase 2: Brand Positioning
Why do you exist? What makes you different? Based on the research done during Phase 1, take a fresh look at your position in the marketplace and define why you’re relevant to consumers.
Phase 3: Brand Identity + Strategy
Now that you have clearly defined your unique niche in the marketplace, it’s time to hone your brand identity around those characteristics and strategize the optimal way to reach your target audience with your new key messages.
Phase 4: Execution
This is where the magic happens. Work closely with your trusted brand advisors to bring the concepts to life through a carefully choreographed internal and external launch. It’s important to give your employees a preview of the new brand before the external launch. Getting them “in the know” will help generate excitement and prepare employees to embody the new brand identity.
The project scope can be intimidating, but the return on investment will be well worth it. Avoiding a rebrand will guarantee your outdated brand will continue to become more irrelevant. A project of this magnitude justifies enlisting the help of brand experts who can lead your project team through a proven, research-driven process. The brand experts at id8 offer experience and a proven approach that integrates the perfect blend of methodology and creativity to every phase of the rebrand process. The result will be a brand that reflects the essence of what makes your organization great.
