Rebrand or Refresh? That is the Question

July 25, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Culture, Brand Differentiation, Brand Personality, Brand Profiling & Positioning, Brand Revitalisation, Branding, Professional Services, Rebrand, Rebranding, Revamped Design, Revitalized Design, Uncategorized /by Lorraine Carter

A Rebranding Strategy Guide for Brand Owners and Managers

The business world is in a constant state of flux. Markets change, new trends emerge, disruptive competitors alter longstanding rules, and customer preferences evolve — all of which impacts your brand. Consequently brands are constantly evolving to ensure future growth and relevance. Even the longest standing and greatest brands in the world need rejuvenation, if not a total rebrand, in order to maintain their market leadership.

Like the foundation upon which a house is built, a strong brand is essential, indeed it is the lifeblood for any successful organisation. When cracks appear in that foundation, a wise owner or manager must take action to repair, introduce procedures to prevent deterioration and take steps to strengthen the brand for future growth. Experts say that organisations and brands change their corporate identities on an average of once every 7-10 years. ^{^[1]}

On a regular basis, diligent brand owners and managers need to take a step away from an organization’s day-to-day operations to examine and re-evaluate their position and strength in the market. If your brand isn’t achieving its objectives or driving business growth, there’s little time to be lost wondering what to do about it. Its time to give your brand a health check. Frequently asked questions about the two brand revitalisation routes include:

What’s the difference between a brand refresh and a rebrand?
How do I determine which one is the most suitable choice?

Rebranding or revitalization can take many guises from the complete wholesale change of a company, service or product, inside and out, including; name, culture, values, vision, mission, proposition, positioning, purpose, behaviours, tone, visual collateral and all that entails with no connections to the legacy entity. Alternatively, it can be something less dramatic and of a more subtle, evolutionary nature in the form of a brand refresh.

In each instance though, the change to whatever degree, be it a total rebrand overhaul or brand refresh, affects a change in the minds of the target audience in terms of their perceptions of the brand. That change is a process of giving an organisation, product or service a new meaning and image, both in terms of brand experience and culture to its visual brand collateral, in order to make it more successful.

In determining whether it’s time for a refresh or a rebrand, one of the most effective tools for re-assessing your brand’s state is a brand audit health check to examine external and internal drivers that impact your brand. Like any checkup, a brand audit is best done as a proactive and preventative measure. Aside from determining the health or state of your brand, a brand audit also helps determine the level of potential change required — to rebrand or refresh.

“A brand audit is effectively a health check of your brand to identify and address problem areas with a net result of helping you turn things around and grow your bottom line.

Brands are like living entities with life cycles. They start with much excitement and promise, grow and then eventually plateau. A brand audit helps you innovate, re-invent, re-invigorate, and ensure market leadership and continued relevance so you can maximise your commercial return and fend off your competition.

The scale and depth of a brand audit is largely determined by your primary objectives coupled with timelines and resources.”

What’s the Difference between Refresh and Rebrand?

The reasons for rebranding and or refreshing an organisation, product or service are numerous and decisions should not be taken lightly without sound strategic reasons before launching into the process.

Once you know why you’re considering either a rebrand or refresh and what your primary objectives are in making this strategic decision, consider the following differences:

Rebrand or Refresh? A Quick Reference Checklist

Refresh

Rebrand

What: Expand reach and market impact, get new customers, attract new talent, increase profitability

Why: Declining market share, diminishing growth, changing client’s or customers needs, tired and dated with lack of brand relevance, insufficient new leads, significant new product/service launch, lack of brand distinction, entering a new market, aggressive new competitors, new technology changes, struggling to describe what makes your firm, organisation, product or service different, difficulty attracting new talent, competitors poaching key employees, need to take your organisation to the next level, change in brand architecture or hierarchy

What: A re-positioning to change market perceptions, re-evaluate who are we, why do we exist? What’s our mission, vision, values, promise? How do we define and articulate our brand proposition and purpose? How is our brand really different to our competitors?

Why: New ownership, merger or acquisition, legal issues, reputation damage, rationalisation, outgrowth, globalisation, new primary target audience(s), competition, new sectorial challengers and disruptors

What: Evolutionary logo update

Why: Better reflection of brand platform and values

What: New brand identity

Why: To streamline and simplify or a complete change in core business

What: Evolve, update tagline

Why: Tweak the message, spotlight the business, stay current, introduce a new brand promise reflecting enhancements provided by the business

What: New tagline

Why: New line of business, new audience or an innovative advancement, new positioning

What: Health check your brand personality and primary characteristics using brand profiling — elements reference check

Why: Increased competition, slower sales, insufficient brand relevance and resonance, create enhanced distinction and market recognition, develop stronger brand resonance with customers

What: Redefine your new brand personality and brand characteristics

Why: Make it more relevant, engaging, compelling, distinctive, different, memorable and referable

What: Evaluate your brand promise and enhance consistent delivery

Why: Customer feedback, lack of strong distinction, difference and referability

What: Change your brand promise

Why: As a result of new products, services

What: Re-evaluate customer base versus profitability, evaluate brand equity

Why: Customer research, re-evaluate existing buyer personas (customer profiles)

What: New primary audience, need to change existing or previous customer perceptions

Why: Customer research, develop new customer buyer personas

What: Build new leadership and employee training modules

Why: People represent the brand and need the knowledge to be effective brand champions

What: Revamp leadership and employee training programmes

Why: To interpret and support company culture, develop new brand ambassadors

What: Expand market share

Why: Changes in competitive set and customer wants/needs

What: Find and capture new customers

Why: Change of price point and positioning

What: Introduce new products, services congruent with primary offering

Why: Business expansion within existing customer base and to attract new customers

What: Discontinue or retire some existing products, services

Why: Lack of market demand, no longer relevant, changing customer needs, competitors

What: Launch within a shorter timeline

Why: Competitive edge, attract change hungry customers, capture / maintain lead market share

What: Stage a rollout over a year or longer

Why: Extensive impact throughout the business, firm or organisation requiring change management internally and externally

So, refresh or rebrand? Here we take a look at both options and evaluate the most significant or typical reasons for deciding to choose one over the other. We’ll also review several case studies and key learnings to be extracted.

Rebranding or Brand Refresh Process

Establishing the reasons behind any brand change is fundamental. Whether your brand audit points to a refresh or a rebrand, both routes require a process of due diligence to determine the changes required and to what degree. Both routes require an inclusive approach, from the C-suite to the newest team member, ensuring that everyone in the organisation sees themselves as an essential part of the brand.

Engagement with the external market, customers, stakeholders and influencers alike is also hugely important. There many examples of brands which failed to address this adequately and consequently suffered significantly at the hands of voluble detractors.

While it may be tempting to jump into the visual brand design aspects, the process of investigation, discovery, analysis and brand strategy development cannot be overlooked or rushed — at your brand peril.

Broadly speaking a typical rebrand or refresh process includes:

Rebrand / refresh planning; timelines, resources, team
Brand audit health check and research
Brand profiling, architecture, differentiators and positioning documentation – update or overhaul
Brand strategy development
Brand design, messaging development and application
Brand testing, research and refinement before implementation and rollout
Brand induction and training throughout the organisation and external third parties
Internal / external communications planning and rollout of rebrand or refresh
Brand style guide development for protection and management of the brand
Measure of impact and commercial return against previously determined key performance indicators

Are you struggling with how to make your brand highly visible, different, distinctive memorable and likeable? Take a look at the Personality Profile Performer™ Programme. It’s a step-by-step process to make your brand No.1 in your target market — especially if you’re a getting lost in the market amongst all your competitors.

Rebranding Strategy

Approaching a rebranding or brand refresh process without strategic planning, market insights and customer engagement can have disastrous consequences. The strategy leading to a brand refresh or to rebranding requires much more than changes to a logo; it requires an understanding of strategic objectives for the brand.

Research involves consultation with staff, with existing, lost and prospective customers, former clients, and competitor insights to get a full picture of current brand associations as well as customer perceptions, wants and needs.

Therefore, an investment in time for research and assessment is required to flesh out areas of strength and weakness and their impact on the brand to see whether a total rebrand or just a refresh is required. The brand audit will also typically reveal new opportunities and point the way towards what you need to do to leverage them for greatest impact.

Rebranding Deliverables

Define deliverables to the organisation. These typically include a brand positioning statement that summarises the pertinent research and brand profiling outputs regarding the unique selling points and key brand characteristics that set the brand apart and make it highly visible, different, distinctive, memorable and liked while also providing the roadmap or GPS direction for the brand moving forward.

Brand messaging is delivered to include some or all of the following: values, vision, promise and mission statement, brand story, value proposition (for aligning brand product and services to customer communications), identification of target audiences, development of purchaser personas and a key messages crafted for each. Deliverables might also include problem statements and problem solutions.

Lastly, the design aspect of visual and / or audio deliverables should be identified e.g. logo and a tagline, packaging, stationery, website, social media platforms, apps update or overhaul, brochures, uniforms, PowerPoint or Keynote templates, sales supports, vehicle livery, uniforms, signage, site interiors and exteriors, exhibition stands, possibly music, videos, and more. It’s critical that your new or revitalised brand collateral properly reflects your brand, is consistent throughout every touch point and most importantly reflects and amplifies your key brand differentiators and brand personality in a way that’s really meaningful to your primary audience.

Rebranding or Brand Refresh Rollout

To avoid miscommunications, a new or refreshed branding launch is staged first internally. An organisation must provide insights, education and training to everyone, top down from senior management to general employees to ensure they are onboard to advocate the new brand. Front line employees’ communications are essential to the successful external customer roll out which follows.

Top 15 Tips for Ensuring a Successful Rebrand or Refresh

Consult management
Conduct a brand audit
Determine refresh or rebrand requirement
Set objectives
Establish a timeline
Set budget appropriately
Create a balanced project team internally and externally
Evaluate all customer touchpoints
Re-develop / overhaul brand proposition, positioning and differentiators
Re-visit brand strategy; sales and marketing messages and channels
Develop brand strategy, brand profiling documents to provide the essential brand directions or roadmap
Develop brand design brief
Commission brand design agency (with relevant expertise)
Determine methodology and markers for measuring ROI
Plan and execute brand rollout to market

Hit or Miss: Brand Refresh and Rebrand Examples

Taking the time and consulting the experts to get it right is critical; a miss can be a costly affair.

Accenture: Rebranding Involved the Entire Global Organization

Amid much fanfare, Andersen Consulting hung a huge banner at the New York Stock Exchange to announce its 2001 reorganization from partnership to public company and a rebranding as Accenture. Following arbitration involving accountancy Arthur Andersen, the new name (meaning accent on the future) resulted from an internal competition won by a Danish employee in the company’s Oslo office, chosen from 2,677 submissions from 42 countries.^{^[2]}

Image via Accenture

Time magazine pegged Accenture “as a generic corporate nonsense word only a management consultant could have come up with…“^{^[3]} Only this was not the case. Currently the world’s largest management consultancy, Accenture might have made more of the positive PR storytelling opportunity about the brainstorming naming contest and the winner’s inspiration.

Morgan, Lewis & Bockius LLP: A Leading Law Firm says Brand Audit and Teamwork Are Key to Rebrand Success

America’s largest law firm undertook a rebrand over a 15 month period. Morgan, Lewis & Bockius LLP had experienced two mergers, and the rebrand was intended to “define and raise awareness of our practice and industry expertise, commitment to client service, and seamless global reach.”

The brand audit health check process involved many thousands of pieces of content, including 2,000 lawyer biographies to be re-written, according to the firm’s chief business development and marketing officer. The takeaway? To “cultivate a really strong collaboration among all of the constituents responsible for launching a new brand…No single person could have accomplished this alone; this was truly a team effort.”^{^[4]}

Massey Bros.: One of Dublin’s Largest Funeral Directors Rebranded to Amplify its Brand Leadership Positioning and New Innovative Services

Massey Bros. Funeral Directors is a very successful family owned and managed business established in Dublin in the 1930s. They operate in a sector which is traditionally very conservative yet they’re industry leaders in terms of their premium service together with ongoing innovative solutions offered.

They also have the added complication of having more than six competitors also operating legitimately under the ‘Massey’ name. In addition to this they themselves also operated under two names before their brand refresh! Their brand revitalisation strategy helped them fully leverage their leadership positioning and amplify their multiple new innovative service solutions offered.

Dublin Tourism Board: Refreshes the Destination’s Strategic Positioning

Tourists have a finite number of vacation days and discretionary budget for holidays, so every destination competes to capture that spend. Visit Dublin undertook a study^{^[5]} to determine reasons for declining tourism numbers since 2007, resulting in a new positioning crafted to a visitor-focused strategy further analyzed by length of stay, reason for visit, country of origin and more demographics. As a 5-year plan, the realigned strategy, “A Breath of Fresh Air” gets buy-ins from the stakeholders and community to highlight both urban and outdoor visitor experiences.

Old Spice: Rebranded to Reposition – It Used to be on Your Grandfather’s Bathroom Shelf!

Marketing pros everywhere love the transformation of Old Spice^{^[6]} fragrance for men from an ageing brand to a sexy one. Aimed at a younger, newly targeted consumer audience, the “Smell Like a Man, Man” campaign (52 million views and counting) smells nothing like 1938, the classic brand’s year of birth.

Learn from these well-known rebranding and brand refresh failures, now text book case studies on approaches to avoid. The primary lesson in each of these examples is do your due diligence before rebranding or refreshing your brand!

Royal Mail:

Consignia was a £2 million investment launched in January 2001 for the U.K. postal service. Calling the new name, “Nine letters that spelled fiasco,”^{^[7]} the BBC joined others to prompt a U-turn to return to Royal Mail 16 months later.

Image via Royalmail

Tropicana:

When parent company PepsiCo removed the leafy green logo and juicy orange pierced with a straw in favor of a one-dimensional glass of juice, Tropicana sales plummeted by 20 percent. On top of whatever the rebrand and reversal cost, sales suffered to the tune of $137 million between January 1st and February 22^nd 2009.

Image via Adage.com

Gap:

Perhaps the fastest rebrand turnaround ever, the new Gap logo lasted only six days at Christmas 2010. Consumer reaction was negative and outspoken. In going back to square one, the whole exercise has been estimated to have cost Gap $100 million.^{^[8]}

Image via Gap

RadioShack:

RadioShack, founded in 1921, once operated 8,000-plus retail locations around the world. In 2015, after 11 consecutive quarterly losses, RadioShack filed for bankruptcy. Instead of spending millions on a refresh as “The Shack”, the company needed to completely rebrand. Service in RadioShack was reportedly abysmal, selection regarded as limited, prices perceived to be high and the USP as an electronic supplier of parts was no longer considered relevant.

Image via RadioShack

Can we help you with your brand refresh or rebranding?

Ask yourself:

Are you prepared to undertake a thorough assessment of your brand’s standing by giving your brand a thorough health check — a brand audit?

Does your brand strategy plan reflect the time commitment involved in making a change?

Has budget been allocated for a brand refresh or total rebrand?

Have you identified strategic reasons for a brand refresh or rebranding?

Is your brand still truly relevant to your target market now and into the future?
Is your brand really distinctive, different and memorable from a customer/client perspective? Do you need to re-evaluate your brand profile?

Are you considering a rebrand to solve a brand challenge and / or a commercial challenge?
Have you really evaluated the impact of new disruptors and challengers entering your market and how your brand will compete against them?

Rebranding Strategy: Gems of Wisdom from 5 Successful Brand Revitalizations

January 5, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Champions, Brand Collateral, Brand Design, Brand Differentiation, Brand Health Check, Brand Identity Design, Brand Personality, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Research, Brand Revitalisation, Brand Strategy, Brand Values, Branding, Business, Customer Engagement, Graphic Design, Market Demographics, Market Insights, Market Research, Millennial Branding, Rebrand, Rebranding, Return On Investment, Revamped Design, Revitalized Design, Target Market /by Lorraine Carter

Rebranding is a relatively broad term, as it encompasses both large and small-scale changes to an existing brand, which aim to resurrect a failing brand, reposition the brand and allow the company to reach out to a new target market, or simply help the brand keep up with the times.

While some brands adopt a “back to the drawing board” strategy and change everything from their logo and name to their brand values and product packaging design, a good brand revitalization strategy can sometimes be limited to a few low-key changes that enable the brand to stay relevant or differentiate itself from the competition.

When Should a Company Invest in a Rebrand?

An impressive 61% of consumers stated that an exceptional customer experience was a major determining factor when choosing a brand, and 48% of consumers expect brands to understand their needs and assist them in finding the right product and services based on those needs.[1]

Infographic via Cube.com [Digital Trends Target the Always-On Consumer]

Brands that have trouble understanding or catering to the customers’ needs are prime candidates for a brand relaunch, but a company can also have trouble with brand incongruence, a tarnished reputation or pressure from the competition.

However, the reasons for a rebrand can also be of a positive nature – a brand may experience rapid growth, as well as significant changes in the production process or the expansion of their product portfolio due technological innovations. Repositioning an economy brand as a high-end brand is another good reason for rebranding.

Since a successful rebrand involves performing a brand audit, market research, developing a detailed brand implementation strategy and effectively communicating the rebrand to customers and media, it is not recommended for young brands. You must have a well-established brand identity and a good level of brand awareness before you can embark on a brand revitalization journey.

Lessons Learned from 5 Successful Rebranding Strategies

1. Harley-Davidson – Improve the Actual Product

The Harley-Davidson motorcycle company initially had many advantages over their competition. For one, the brand had a purebred American provenance, a long history – their motorcycles were used by the US army in both World Wars – and were associated with an image of a powerful, fearless and rebellious man and an adventurous lifestyle that was alluring to a fairly large percentage of men in their mid-twenties and mid-thirties.

The brand had a good story tell, but the company still had numerous problems over the years, and faced bankruptcy on more than one occasion. The main issues that the company faced were:

Their products were objectively less reliable than what their competition had to offer
They faced very aggressive competition from a number of quality Japanese brands
The brand had become associated with biker gangs, notably the Hells Angels
They were seen as old-fashioned and outdated

In other words, Harley-Davidson had to address their reputation issues or face extinction. However, this was not something that could be fixed by merely changing the logo – their products didn’t meet the quality standards that the customers were accustomed to and they didn’t appeal to the younger generation. The brand actually adopted an incredibly smart strategy – spend less money on marketing and focus on making the product better.

Image via www.harley-davidson.com

Once they worked out all the little problems that had plagued their motorcycles, the company experienced impressive growth – Harley-Davidson, a brand that was on the verge of bankruptcy twice before, is now worth around $1 billion.

The company still faces a big problem, their average customer is a white American male pushing fifty, but they have shown that they are ready to reach out to a more ethnically diverse and younger target audience. The brand plans to shift its focus towards marketing in 2016. [2]

2. Massey Bros. – Leverage Your Premium Service, Tell Your Brand Story and Ensure Your Brand Identity Creates Distinction

Massey Bros. Funeral Directors is a successful family owned and managed business established in Dublin in the 1930s. They operate in a sector which is traditionally very conservative yet they’re industry leaders in terms of developing innovative solutions. They also have the added complication of having more than six competitors also operating legitimately under the ‘Massey’ name. In addition to this, they themselves also operated under two names before their rebrand!

Massey Bros. have always offered a very premium service but this five star, tailor made, message, their industry leadership coupled with their multiple first to market new innovative services solutions just wasn’t been properly represented in their brand profile, tone-of-voice or brand communications strategy. They also lacked a strong brand identity or consistency across their brand collateral.

We conducted research and a brand audit health check, re-evaluated their whole brand proposition and purpose, their positioning, signage, uniforms, brand collateral and brand strategy. The outputs and findings from this initial body of work then provided the direction for a complete brand overhaul resulting in absolute clarity over their brand proposition, a much stronger brand identity, a higher profile with distinction in the marketplace, consistency across all the brand collateral and most importantly strong staff brand custodians throughout the business that continue to pro-actively manage their brand in the marketplace. And of course, increased market share. You can read the full details of this rebranding case study here.

3. Target – Know Your Audience and Keep Things Simple

Target was initially envisioned as a brand that catered to a somewhat more sophisticated shopper, a person looking for a more sophisticated shopping experience than one would normally find in extremely low-priced stores like Walmart, but who also wanted that stay within a reasonable budget. The problem was that, over the years, the “deal-hunting” aspect became more prominent, which essentially lead to Target being equated with the very same economy shopping experience that they originally strived to distance themselves from.

This caused brand incongruence, with fashionable clothes on one end and cheap food items on the other, and they simply could not compete with well-established economy brands that ruled this segment of the market.

Target performed a brand audit health check, and found that they were neglecting a very important demographic. In the words of Brian Cornell, Target chief executive: “Our guest is going to be increasingly a Hispanic shopper.” [3] The brand, realizing that over 50% of Hispanic Millennials identified Target as their preferred shopping destination, even created several Spanish-language adverts, with a unique hashtag – #SinTraducción (without translation).

Another big step towards engaging their primary audience was the decision to unite their smaller “mini urban stores” under the Target brand logo. The company previously distinguished these smaller outlets as TargetExpress and CityTarget.

Image via Target.com [Target express store]

The logo design for the mini urban stores proved confusing, the words “express” and “city” were simply placed next to the classic bull’s-eye Target logo, and will only feature the Target logo going forward. With these changes, the brand has revitalized its image. However they still apparently have a bit further to go according to USA Today as things like the infamous 2013 security breach, and their latest OCD sweater has reportedly put their customers’ loyalty somewhat to the test.

4. Hybrid Technology Partners – Don’t Pigeonhole Yourself with a Poorly Thought Out Brand Identity

Formerly known as HybridIT, this Limerick-based company offer a wide range of services, including IT, software development and customer support. They even offer a product – a unique business management ERP (enterprise resource planning) system. However, anyone who saw the “IT” in their brand name immediately thought of them as just another IT company. [4]

This prevented the company from accessing a larger market share, and the fact that their logo didn’t communicate their core brand message effectively threatened to keep HybridIT in the shadows. Luckily, this “more than just an IT” company caught on and decided to revitalize their brand.

When working on creating appropriate brand identities for our clients, we focus on ensuring all the brand foundations have been fully developed using our Personality Profile Performer™ system before we even look at the aesthetics or design. The outputs from this system provide the roadmap for ensuring the brand identity outputs together with brand messaging and tone of voice are market and target audience appropriate, unique and in keeping a brand’s core values.

At first glance the change was subtle, they became HybridTP, but that one little letter was a monumental step in the right direction. The new brand identity, Hybrid Technology Partners made two things very clear:

The brand offers diverse technological solutions for streamlining a business
The company views its clients as partners, and works with them to find the best solutions

The new brand identity, coupled with some light modifications to their website, allowed HybridTP to convey their brand values – honesty, cooperation and trust – and connect with a much larger audience more effectively.

5. Narragansett Beer – Learn How to Appeal to Millennial Consumers

Pabst Blue Light used to be the beer of choice for blue-collar workers and hipster Millennials, but in recent years an old New England beer has stolen their title as the number one “cheap and cool” US beer.

The Narragansett brand has a long history, it was established 125 years ago, but the company recently made a very wise business decision and revitalised the brand, targeting Millennials. They didn’t stray away from their roots, their New England provenance, and long history being the key elements that distinguished the brand from the competition, but they did make some notable changes to the product packaging and re-evaluated their branding strategy.

The old slogan, “Made on Honor, Sold on Merit”, remained unchanged, but with fun and colourful commercials, local girls photographed in the traditional pinup style for their calendar and increased social media activity, Narragansett has successfully made a transition into the digital age.

Image via www.narragansettbeer.com

We know from personal experience that the Millennial demographic can be a powerful driving force that launches a struggling brand to new levels of success. Understanding both what makes their brand unique and what appeals to a Millennial audience, has allowed this low-priced craft beer to secure its position on the market. Saying that the rebrand was a success would be an understatement – the brand brought in $12 million in revenue last year, 120 times more than in 2005.[5]

These five successful rebrand stories all carry an important lesson for any struggling brand. A brand audit can help you reveal your weaknesses be it a problem with the quality of the product itself like in Harley Davidson’s case, an issue of brand incongruence, a dissonance between the brand logo and core brand values and the services offered by the company or a lack of awareness of your primary audience’s needs and preferences.

A brand relaunch is not something to be taken lightly or done for the pure sake of change, but if a brand has fallen on tough times, lacks relevance or isn’t leveraging its full potential with its target market, implementing a carefully planned brand revitalisation strategy is a big move in the right direction.

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

• Rebranding Strategy: Using Premium Repositioning To Increase Profitability

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Rebranding: How to Make It Through a Rebrand and Emerge Stronger

• Brand Audit: Tips for Determining Your Brand’s Health – Can It Be Improved?

• Brand Naming: Top Ten Methods for Brand Name Creation

• Humanizing Your Brand: Why It is Key to Commercial Success

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• Creating New Brands: Top 10 Tips for Brand Success

• Brand Profiling: How to Use Emotion to Make Your Brand More Profitable

So, what do you think?

• Does your brand have trouble staying relevant?

• Did you perform a brand health check to determine if there are any weak points you could improve upon?

• Are you targeting the right audience, and do you really understand the needs of your primary audience in terms of their needs, wants, loves, hates and aspirations?

• Are your products and services up to standards, or are you having problems keeping up with the competition?

• Is your brand identity consistent with your core values, and the type of products and services you offer, or is it unnecessarily pigeonholing you into a single niche?

[1] Steve, Cubemc.com, Digital Trends: Understanding and Targeting the ‘Always-On’ Consumer, April 2015

[2] Mark Ritson, Branding Strategy Insider, “Can The Harley Davidson Brand Age Gracefully?”, October 2015

[3] Sarah Halzack, WashingtonPost.com, “Target’s new strategy: We need more than just minivan moms”, March 2015

[4] IrishExaminer.com, Small Business Q&A: Paul Brown, September 2014

[5] Kristina Monllos, Adweek.com, “How Narragansett Beer Rebuilt Its Brand With a Meager $100,000 Media Budget, Deep roots and word of mouth”, June 2015

Rebranding Strategy: The ABCs of Rebranding Google

August 18, 2015/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Expansion, Brand Health Check, Brand Leadership, Brand Name Creation, Brand Name Origination, Brand Personality, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Revitalisation, Brand Strategy, Branding, Business, Rebrand, Rebranding, Sub-Branding, Sub-Brands /by Lorraine Carter

Google made us uncomfortable!

When the third most valuable brand in the world [Forbes, 2015] announces a surprise rebranding, people notice.

On a recent midsummer Silicon Valley afternoon, the Co-founder and CEO of Google morphed into the CEO of Alphabet before our eyes. What’s Alphabet, we wondered?

Larry Page opened his official blog post saying, “We’ve long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant.”

Image via https://abc.xyz

“Uncomfortably excited” is a state of mind that Googlers are well familiar with; they say it comes up frequently during internal meetings. When Larry Page addressed the graduating class of the University of Michigan in 2009, he counseled, “Always work hard on something uncomfortably exciting.”[1]

“We Do Search”

With the perspective of a few days and hundreds of pieces of content produced by Google observers, the picture came into focus. People realized that Google wasn’t disappearing (audible sigh of relief), but rather that Alphabet was born to give Google the space to be Google. The bottom line is that from a consumer perspective, it’s business as usual!

Google is a search engine and an advertising platform. And clearly, it’s a cash cow — which has everything to do with funding the next big breakthrough and nothing to do with Google’s (um, Alphabet’s) next passion project, whatever it may be.

As an obscure campus startup, Google’s mission was “to organize the world’s information and make it universally accessible and useful.” Two years on, Google AdWords launched with 350 customers.[2] Overwhelming success has been declared in the blink of an eye, in about one and a half decades.

The authors of “The Google Story” discussed the profound impact of the founders’ vision to make all web-based information searchable via PageRank algorithms, comparing it to the first mechanical printing press in 1440. They wrote, “Not since Gutenberg…has any new invention empowered individuals, and transformed access to information, as profoundly as Google.”[3]

“We do search,” was the core of Google’s philosophy as expressed in its original “Ten Things We Know to Be True”[4] document. However last winter, Larry Page said, “Google has ‘outgrown’ its 14-year-old mission statement.”[5]

So, on second thoughts, no one should have been surprised by Google’s big announcement. In October 2014, Page laid it out in an interview with the FT,[6] expressing his desire to step away from daily chores at the colossal search engine. “The world’s most powerful internet company is ready to trade the cash from its search engine monopoly for a slice of the next century’s technological bonanza,” is how the FT put it.

Spelling it Out

Alphabet is about brand innovation. When Larry Page titled his announcement “G is for Google,” the implication is that it leaves another 25 letters for Alphabet to dream big.

Several of the spaces on the virtual Scrabble board have already been filled in: Life Sciences, working on the glucose-sensing contact lens; Calico, focused on longevity; Nest for smart-home products; Fiber for super-connectivity and whatever words are played next, sometimes via acquisition.

Google X is the think tank for moonshots, artificial intelligence, robotics, longevity, health advancements, biotech, self-driving cars and smart glasses. Google Ventures re-invests.

It’s all about staying “uncomfortably excited” and attracting the best minds for collective ideation.

Brand Architecture : A House of Brands

Alphabet is now an umbrella for one of the largest brands we’ve known. From a brand architecture perspective, Google bucks the trend of the last decade which has seen large brands consolidate toward a single ‘brand house’ approach e.g. Unilever (2004), P&G (2011), Coca-Cola (2015). Google is doing the opposite by creating a ‘house of brands.’

The scale of Google’s size and scope demands a more efficient approach for managing multiple brands with different cultures, complex mergers and acquisitions, innovation, brand sub-cultures whilst satisfying Wall Street demands for accountability.

As an article published in the Harvard Business Review points out:

“…the financial returns of the search engine and advertising business could not be observed separately from the investments in all of the new businesses. The new structure ensures that there will be, at a minimum, independent accounting numbers produced for the Google business, and perhaps for the others as well.”

The Alphabet umbrella brand also reduces risk in terms of brand reputation management, with risk being ring-fenced around each individual brand and its own CEO within the ‘house of brands’. Alphabet will be much less vulnerable to major scandal or irregularity and it will also not be a consumer brand.

The point of a ‘house of brands’ structure is that the corporate brand becomes essentially invisible to the outside world, only relevant to senior employees and investors. How clever is Google?

What are the Branding Takeaways?

For smaller businesses, it’s more advantageous to manage a single brand or ‘brand house’ with one budget, one culture, one organisational structure, one employer, one leadership team and so on.

At first blush, the immediate branding Alphabet/Google learnings or takeaways from their initial announcement, for any size company or organisation, are as follows:

1) Continually evaluate your core business, product or service and re-evaluate ancillary revenue streams, products and services to remain properly focused. [Note: Apple’s Steve Jobs used to tell Larry Page that he was trying to do too much. Page told Jobs that Apple wasn’t doing enough.]

2) Secondly, re-visit your mission statement. It doesn’t belong in a box file in a drawer, but in a frame on the wall at reception and in the lunch room. Dust it off and discuss it, make it the heart of your business, a living breathing, authencitic expression of who you are and what you do and the true reason why you do what you do.

Image via http://www.gapingvoidart.com, Hugh MacLeod

3) Not every hiccup or even a crisis requires a rebrand, sometimes a brand health check is one of the most useful tools to protect your most valuable asset. Talk to us.

4) Does your existing brand name properly represent your business today and into the future or has it become something of a misnomer as your business has grown and evolved? Do you need some help re-evaluating your brand name relevance?

Larry Page explained the decision behind their new name.

“We liked the name Alphabet because it means a collection of letters that represent language, one of humanity’s most important innovations, and is the core of how we index with Google search! We also like that it means alpha-bet (Alpha is investment return above benchmark), which we strive for!”

Rebrands happen. For a number of reasons, they can be an exceptionally good move at the right time for the right reasons. We’re here to help.

• Brand Audit: Tips for Determining Your Brand’s Health – Can it be Improved?

• Rebranding: How to Make it Through a Rebrand and Emerge Stronger

• Brand Renaming: Name and Tagline Change Considerations

• Brand Audit: When the USA Took the Branding Bull by the Horns

• Creating New Brands: Top 10 Tips for Brand Success

• Brand Naming: Top Ten Methods for Brand Name Creation

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

• Brand Differentiation: 30 Ways to Differentiate Your Brand

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• CEO Brand Leadership: How Does Your Leadership Impact Your Brand?

Are you getting uncomfortably excited about your own business? Or just excited? Let us know what you think about these questions that pop into your mind as we ponder the changing Google landscape.

Something’s gone wrong. How do I determine if my entire brand is in trouble or if there are other solutions?

What are the signs that a true rebranding strategy is in order and where do I begin?

How can I know whether a rebrand will help or hurt my business and its reputation?

What’s actually involved in a rebranding beyond a new name?

How can I budget properly for all that a rebranding entails?

Are there potentially moments in the life of a business when a brand health check or rebrand is the right strategy, even when the company is performing well, like Google?

[1] Larry Page’s University of Michigan commencement address

[2] http://www.google.com/about/company/history

[3] Vise, David, and Malseed, Mark. The Google Story, Delta Publ. (2006)

[4] http://www.google.com/about/company/philosophy

[5] Samuel Gibbs (November 3, 2014) The Guardian.

[6] Richard Waters (October 2014) Financial Times.

Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

July 21, 2015/2 Comments/in Brand Relaunch, Brand Story, Brand Strategy, Branding, Rebrand, Rebranding, Storytelling /by Lorraine Carter

The differences between a tired, old, has-been of a brand and a fresh, lithe and provocative one can be boiled down to a singular concept: storytelling. The art of telling a story, and telling it well, is integral to grabbing every potential customer’s attention, and a key part of your brand strategy.

An evocative narrative can also help your brand hold that attention. When your brand engages the hopes, dreams, aspirations, empathy, sense of humour and so forth — in short, the emotions of your clients — you stand a much greater chance of retaining those individuals attention, and being remembered by them, because they relate to your message and you have enriched their lives in a small but meaningful way.

Who doesn’t like to be surprised by a strange news story, or to laugh at a clever series of jokes strung together in a pithy YouTube video?

For these reasons and more, content marketing has taken its place at the top of the food chain, with every business feeding this great, omnipotent entity. Entrepreneur.com called 2014 the “Year of the Story” due to the explosive rise of content marketing, and other modern forms of brand storytelling.

The venerable institution of the Harvard Business Review recently published a piece on the power great storytelling has over the human brain. With so much compelling evidence about the absolute importance of storytelling, and its growing prevalence, you might agree that its worth incorporating this dynamic tool into your rebranding strategy.

We Have Always Been Storytellers

Ever since humankind was composed entirely of hunters and gatherers, we have been congregating around campfires to keep warm, to be in good company and to while away the nighttime hours with storytelling.

Before we even learn to speak, we giggle gleefully at the cadence and colour of a good yarn told by our parents or grandparents. As each of us matures, we seek out more and more complex tales. That pursuit is part of what makes us human.

Stories provide shelter from the proverbial cold nights of human existence; they give each of us much needed catharsis. We have used many media to relate powerful, emotionally-charged stories over the millennia of human existence: cave paintings, tablets, parchment, novels, novellas, newspapers and, now, the Internet. What does storytelling look like on the Internet?

The Top 5 Components of a Great Brand Story

The secret to success in the elegant art of storytelling lies in understanding its fundamental components. Though by no means comprehensive, what follows is a breakdown of some major elements that any good story should include. These are in fact some of the key ingredients we incorporate in our Story Selling System™ used when developing our clients’ brand stories:

1. The Call

Also known as the outset or journey, this beginning is integral to the life of a story because it provides the reader/viewer/listener with the seeds of a theme that will grow over the course of the story. Rites of passage, the first pangs of a heady romance or a simple scene of a family at home each will set the stage for what is to come in that particular story. In other words, they provide the essential “why.”

2. Colourful Characters

Every story needs a cast of full-bodied, three-dimensional heroes/heroines, sages/gurus, villain, foils, clowns and so on. Research shows that character-driven stories with strong emotional content result in better understanding of key messages and stronger recall weeks later.

3. Setting the Scene

Next the teller will build upon the beginning by showing what “a day in the life” is like. Establishing the “norm” is critical to a good story, because you need to strike a balance before you can upset it.

4. Adversity

The difference between a great story and a simple anecdote is conflict. Conflict leads to struggle and strife, the expression of fears, failures and frustration. Uncertainty and self-doubt, among many other narrative tools, allow the storyteller to build up tension and, thus, excitement with sustained listener attention.

5. The Breakthrough

Also called the climax of a story, this is the part where, in branding terms, you make the conversion. After an enticing beginning, the introduction of a wonderful cast, setting the scene and building up tension through adversity, the climax represents the apex of conflict. Then occurs the breakthrough, that moment when, at last, we achieve resolution. This element is necessary to the successful conclusion of a story because it provides catharsis, which is the big reason we seek to escape through stories in the first place.

The Humanity of Brand Storytelling

A study published by the University of California, Berkeley, found that oxytocin is the neurochemical that makes it possible for human beings to experience empathy and take a voyage of the mind by reading, watching or listening to stories.

Character-driven tales resonate with the human brain on the deepest levels. To effectively translate this information to aid your rebranding initiatives, first know that oxytocin is also responsible for the human impulses of cooperation and charity. That makes sense, because these drives naturally derive from our ability to empathize.

This empathy is not limited to real-world (i.e. nonfictional) people, either. Our brains’ production of oxytocin ensures that we emulate the feelings the characters on the screen or on the page are feeling. In a tragedy, we are right there with the hero, grieving for the loss of his mother. An action-packed adventure liberates us from the mundane and makes us feel like we really are Indiana Jones, swooping in to steal an ancient artifact.

The most important, and often unspoken, rule of storytelling is that you must tell human-scale stories, because doing so humanizes your brand. You will have found a winning rebranding strategy if you can manage to instill your brand’s core values, mission, vision, promise, experience and personality into believable human characters.

A perfect example of this is Nike’s “Find Your Greatness” ad campaign. This ad perfectly targets the aspirations of real, everyday people, and thus the brand is powerfully related to our common struggles, making us much more likely to pay attention and, eventually, buy the product.

Unifying Branding and Storytelling

Video content marketing: 2012-2013 video was one of the fastest growing segments. Everyone now has a device that you can access good, high quality video from just about anywhere. Videos don’t need to be that expensive either. Sure, you need high end video, but telling a strong story through a video series is very powerful. Viral video does not equal content marketing, but a tool thereof. What you really want is to be shared, which requires an integrated approach. Consistently tell a story that enables customers to do something. Some stories are most effectively told through video, and more and more will fall under this category in the future.

Here is a great, short video by Joe Pulizzi to explain further.

The Personal Touch

A wonderful, multipart video ad campaign is Progressive Insurance’s “Small Business Tips,” which answers questions that any small business owner might have. Part one focuses on where to naturally find your ideal hires, showcasing short clips of a restaurant followed by the tip itself: “fish where the fish are.”

In just 39 seconds, this video tells a micro story which sets up the “why,” establishes conflict (finding those hires) and ultimately resolves the problem with the tip, the lesson learned.

Another type of cutting-edge and clever marketing is the interactive video. An advertisement for the Subaru Forester, entitled “The Big Night,” takes viewers on a visual journey during which they have to make choices. These may be technically simple, as the style boils down to “yes or no” or multiple choice. However, by putting the prospect into the role of a detective of sorts, he or she clicks through the mini-adventure out of curiosity.

Image via www.subaru-global.com

By the time the advert is over, the prospective customer has learned a lot about the Forester’s features but the experience was so seamless that he or she doesn’t even know that that information has been woven into his or her mind.

A Picture is Worth… You Know the Rest

In line with the video brand storytelling, a powerful way to evoke the emotions of your audience is to share your message in the form of eye-catching brand collateral or graphics and pictures. Whether inspiring, thought-provoking, comical, anything in between or any combination thereof, visual content marketing is on the rise.

We all know the phrase “a picture is worth a thousand words,” but there is a reason it’s considered a cliché: the sentiment is indisputably true. A great example of this would be the Panera Bread’s Pinterest page, which the company keeps constantly updated with not only hi-definition pictures of its products but also self-care and crafting tips, among other topics, all of which reflect the brands story and values while continuing to resonate with is constantly growing list of followers — now at over 40,000.

No matter what angle you go for when creating and publishing your brand story through a visual content marketing campaign, just be sure that your approach is share-worthy yet human, personal and specific, yet primed for mass consumption.

The best part of telling a brand story well is that relating to your customer on a personal level is precisely what gives it the potential for universal appeal. We all, fundamentally, are endowed with the same capacity to love, fear, to be joyful or melancholy. Storytelling, in essence, unites us with the rest of humankind.

Storytelling Can Serve any Brand

Whether your brand is big or small, new to the market or an established behemoth, storytelling for the purposes of branding or rebranding is a really powerful tool that is easily accessible to you.

Instagram is free to use; a recurring blog with regular, fresh content can be put in place choosing from a plethora of hosting sites; and video blogs or mini-series can be put up on YouTube, Vimeo or your own website. The most important thing though is to ensure you are consistent across all your chosen brand platforms, channels and touchpoints.

Your brand story and how it expresses itself be must congruent and authentic in how it reflects your brand personality, values, vision, mission, promise and experience offered.

With so many apps and avenues to choose from, the hardest part might be choosing the one most suited to your brand strategy and primary target audience. The trick to successfully implementing brand storytelling to invigorate or reinvigorate your brand is to uncover what makes your brand truly unique and amplifying the elements that bring that special brand DNA to life through your brand storytelling.

In other words, what is your story? How can it be related to the struggles of everyday people (i.e. your customers)? How does your brand solve their problems and meet their needs?

Would you be better served by posting a series of captivating storytelling images, a customer testimonial backed by invigorating music or a short personable message from one of the leaders in your company, adding that invaluable human touch?

Brand storytelling helps businesses grow, increases brand awareness and most importantly helps increase profitability so what’s stopping you from telling your own brand story and bringing it to life in a way that really captures the imagination of your primary customer?

• Brand Story: The Key Ingredients to What Makes it Compelling

• Rebranding: How to Make it Through a Rebrand and Emerge Stronger

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• FMCG Branding: Top 4 Tips for Competing Profitably Against Own Label Brands

• Brand Resurgence: 4 Lessons Learned from Amazing Brand Comebacks

So what do you think?

• How does your rebranding strategy incorporate storytelling?

• What ad campaign do you remember well because it incorporated brand storytelling so successfully?

• Does your branding strategy incorporate the top 5 components of great storytelling?

• Could your brand’s adverts use more empathetic storytelling?

• Are your adverts strongly tied to your brand identity?

Feel free to share your thoughts in the comments, we’d love to hear from you.

Creating New Brands: Top 10 Tips for Brand Success

May 6, 2015/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Culture, Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relaunch, Brand Research, Brand Revitalisation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Rebrand, Rebranding, Target Market /by Lorraine Carter

Launching a new brand is both exciting and challenging. The excitement comes in the promise of something fresh and new that could be wildly successful, be it for your well established, emerging or new startup company — and the challenge comes in getting it right the first time.

Evaluating, articulating, developing and documenting your new brand’s position and purpose is crucial to building a strong successful brand. It provides the roadmap and rationale to get you out of the starting blocks and heading in the right direction towards your ultimate success. And similar to your business plan, it’s also a key foundation to any successful business, be it product or service.

Getting your branding right, from the beginning, is particularly important when you consider it typically costs far more in the long run to rebrand again in the future, if you do it badly the first time, and that’s assuming you even get a second chance.

To help you move in the right direction with your branding here are some of the elements we typically include in our branding process every time we’re working with a client to help them build their brand, whether it’s revitalizing an existing brand or launching a totally new brand to market. These are actionable points you should reference and evaluate before you launch your new brand — product or service — to market.

Top 10 Tips for Branding Success

1. Evaluate and Develop Your Brand Message

The strongest, most successful brands have a consistent message that encapsulates what the brand stands for, its promise and the expected customer experience. Your brand message should ‘show and tell’ your customers who you are through your brand story, and what defines your company—what you stand for and why you’re different, as well as what they can expect when they interact with your brand. They should be able to experience ‘what your brand stands for’ in a real tangible sense, as part of the brand experience.

Actions speak louder than words, so your brand will only be successful if you give your customers a compelling reason to buy through your brands mission, vision, values, promise and so forth. Your brand values and promise, the reasons ‘why’ you do what you do, must be a fully ‘livable experience’ within everything in your business both internally and externally from a customer perspective.

To use the words of Simon Sinek, ‘people don’t buy what you do, they buy ‘why’ you do it and what you do simply proves what you believe.’

Developing a strong foundation for your brand is vital to the planning and execution of your successful brand strategy.

Consider these important points:

What are the needs or problems of your customers?
How does your brand fulfill those needs or solve those problems?
What values and qualities are important to your brand and your primary customer?
What type of experience do you want associated with your brand?
How will your brand enhance your primary customer’s life
Does it make their lives easier?
How will your brand make your customers feel? What do you want them to feel?

Note: People buy with emotion (regardless of gender) and justify with rational so you need to tap into their emotional needs as much as their rational needs if you want your brand to be successful.

In evaluating these attributes, amongst others, you need to ensure your brand message is clear, authentic, relevant, and unique. We use the Personality Profile Performer™ system to identify, develop and articulate all the key factors mentioned, amongst others.

2. Define Your Brand Vision

How do you want your brand to be seen or perceived? Establishing the distinctive character attributes of your brand, together with how it sees the world and how the world perceives it, will help you launch with a strong consistent brand platform that captures the right audience.

Successful brands have a life of their own in the sense that they’re humanized entities through the personality and characteristics they portray. To be successful you’ll need to develop a clear mental image of what your brand is all about — it’s vision — together with its’ persona or character attributes before your launch.

Whether you’re going for adventurous, reliable, timeless, sophisticated, fun and youthful, or innovative and cutting-edge, create and develop your vision for your brand and incorporate it consistently into all your brand touch points or channels and brand collateral.

3. Get Your Employees Involved

Successful brands start from the inside out. As a well established business, entrepreneur or new startup, you have the opportunity to ensure your entire team is engaged and on board with your brand, prior to the revitalization and re-launch or new introduction to market.

This process is just as important if you are revitalizing an established brand or launching a new brand to market. Your team can provide invaluable insights and the more you involve them in the process the more likely they are to embrace it, take ownership and act as catalysts for change by being early adopters of new cultural behaviours throughout the business. Your brand promise is far more likely to be carried consistently across the customer experience if everyone believes in it and really lives it in everything they do.

4. Research and Develop an Intimate Knowledge of Your Customers

50% plus of marketing spend is misaligned, going to areas that don’t influence the purchasing decisions of top customers (Source: McKinsey&Company). Find out what really matter to your customers.

It’s impossible to target a brand audience if you don’t know who that audience is or what they want. If you want to make your brand compelling you have to know what matters to your customers and the only way to really establish that is to conduct research.

This can include aspects of you customer such as demographics—the age group(s), gender(s), socioeconomics, geographic locations, what they have in common, what motivates them and so forth if preferences are not strictly age related and other relevant categorical factors that help define your ideal customer.

Do some test marketing or research into identifying your target demographics, and then find out what appeals to them—their needs and desires, and the problems your brand can help them solve.

It’s also important to consider developing Buyer Personas or Pen Portraits of your ideal customer to help you shape your branding strategy. The combination of both Buyer Personas and market research or limited test run service or production run (if you’re selling a physical product) can provide you with invaluable insights. These can then help you develop and plan your branding strategy specifically tailored to meet your customers real needs, particularly when you incorporate these customer motivations into your brand collateral and various branding platforms and brand experience.

5. Evaluate, Benchmark and Rate Your Competition

A brand audit or market research prior to re-launching or launching a new brand is critical not just for your target audience, but also for your competitors. You need to know what type of competition you’re facing in your intended market, and find out what they do well and where they may be lacking. Their weaknesses are your opportunities, potentially providing you with gaps in the market that you can leverage to your advantage.

Once you’ve identified your competitors’ weak points or areas of poor customer satisfaction, you may be able to build a brand niche on fulfilling those unmet needs for your customers. The ability to differentiate from the competition, be that perceived or actual, is key to a thriving and successful brand. By carrying out a comprehensive competitive analysis and brand audit of your market sector, you can build differentiation into your brand from the start.

6. Review Your Brand Concept for Usefulness

Some new companies make the mistake of launching a brand based on hype, touting their products as “new and different” or relying on surface factors (such as beautiful packaging or a stunning logo) in order to capitalize on the brand. However, if the actual products or services are not high quality and really enhancing the lives of their customers in a way that tangibly matters to them, the brand will fail.

The best brands fulfill a customer need or desire, or solve problems that other brands don’t. There are many forms this fulfillment can take, whether it’s true innovation, a new twist on an existing line, or even perceived value that is higher than the competition—but the core quality must be there for any of these strategies to succeed. This is where audience targeting can be crucial, as it can take some time to identify the right demographics for your brand to serve.

7. Design a Distinctive Brand Identity

Truthfully, obtaining perfection is an impossible goal—but your brand logo should be as close to perfect as you can get when you launch a new brand. Your brand logo design is the central identifier or visual component of any brand, and a great logo can be a powerful tool for success. Think of iconic brand logos that are instantly recognizable: the Nike swoosh, McDonald’s golden arches, the Olympic rings, the Mercedes-Benz three-point star or Virgin. All of these logos help convey the values and qualities of the brands they stand for, and foster brand visibility and loyalty.

Image via www.virgin.com

Take the time to create a brand logo that is unique, clean and strong, and succinctly expresses your brand, and what it stands for, at a glance. When used consistently, a compelling and recognizable brand logo will support the drive for brand success.

8. Let Your Passions Shine

Whether you’re a long established business launching a new brand, a seasoned entrepreneur or an uninitiated start-up you are uniquely positioned to infuse your new brand with the passion that led to the launch of your business.

All of the enthusiasm and excitement that went into creating your company should be poured into your brand development and messaging with the same passion. This will enable you to build an authentic brand that connects with your customers and evokes emotion—which in turn fosters loyalty, repeat purchase and referral for brand success.

9. Develop and Commit to Your Brand Promise—and Never Break it

Every successful brand comes with a promise to its customers. For example, Johnson & Johnson baby products makes a promise to parents that the brand will care for their baby’s sensitive skin like no other. Domino’s Pizza promises that its customers will have their orders delivered in 30 minutes or less—and reinforces that promise with a money-back guarantee.

What will your brand promise your customers? It is essential to not only define your brand promise, but to keep it every time, with every customer interaction. Brands that break their promises quickly fall out of favour and struggle to stay afloat in the market.

10. Maintain Your Brand Consistency

Finally, successful brands are unfailingly consistent—across every customer channel, every brand touch point, and every piece of brand collateral. Brand consistency means infusing every aspect of your brand, from packaging to marketing to in-store, customer facing staff or online experiences, with the values and promise your brand stands for.

It’s about far more than maintaining your corporate colours in your marketing material (although that aspect is also absolutely essential too and the reason Brand Style Guides are created). Being consistent should extend throughout your brand presentation, communication, and customer service. Creating a single impression for your brand from the beginning enables you to quickly increase visibility and recognition, and develop a loyal customer base who will spread your brand message for you.

Strong, engaging, and consistent branding is the critical foundation that supports all of your marketing activities, and drives the success for your company. Use a system like our Personality Profile Performer™ to get a great started with a well-defined brand that meets the needs of your target audience and outshines your competition, and you’ll enjoy a long and successful branding experience.

You may also like:

• Brand Differentiation: 30 Ways to Differentiate Your Brand

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Brand Audit: Tips for Determining Your Brand’s Health – Can it be Improved?

So, what do you think?

• What excites you about launching a new brand? What are the challenges you believe you’ll face for your new brand?

• How well do you understand the requirements of your new brand messaging?

• Who is your ideal customer? What are the specific demographics of your target audience?

• How will your new brand differentiate from the competition?

• Does your brand offer the right quality and value to your customers for its positioning? How can you tie that offering to your target audience?

• Have you expressed your brands’ passions through your brand strategy? How will you capitalize on this?

• What is your brand promise, and how will you maintain it consistently across all of your brand touch points?

Feel free to share your thoughts in the comments. We’d love to hear from you!

Brand Renaming: Name and Tagline Change Considerations

February 17, 2015/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Collateral, Brand Name Creation, Brand Name Origination, Brand Profiling & Positioning, Brand Relevance, Brand Strategy, Branding, Rebrand, Rebranding, Return On Investment, Situation Analysis /by Lorraine Carter

Is your brand struggling to stay relevant, afloat, or sinking in the marketplace? Do you feel that your brand could be capturing more market share—but it just isn’t happening on your current platforms?

Renaming your brand or changing your tagline can be a powerful strategy for brand renewal or revitalisation, but it’s not a process that should be taken lightly. Effectively pushing the reset button on your brand requires careful consideration and planning, and a sound strategy based on the right reasons.

The name of your company, product, service or range etc. is often the first thing anyone will come in contact with. It’s your first impression. The question here is, do you want your first impression with your primary audience to be something that’s interesting and helps tell your story? Or do you want something that sounds like many others, an industry or category norm but consequently has less impact because it blends in with the rest – that might be a strategic choice but often not the one most desired.

A good name is a compact easy-to-communicate piece of information, it can grab peoples attention and makes them want to know more. It can make them stop and think, laugh or smile, or let people know how you feel about the world around you. Ideally a good name should communicate one key objective, which is strongly founded on your brand promise, positioning, brand values and tailored to fit with your core customer mind set.

Image via google.com

A great brand name is vital to the success of your business. As an example of the power of a name, look to one of the most recognised and powerful brand names in the world: Google. Would the search engine giant have risen to the same heights the organisation enjoys today if they’d kept the original company name of BackRub? Perhaps unlikely—that particular brand renaming might have been one of the best ideas in history.

When creating compelling brand names for our clients we use our Nail it Naming System™. If you’re considering re-naming with some inhouse brainstorming, then here are some of the key factors that you should consider before changing your brand name or brand tagline in order to optimise the effectiveness of a re-naming brand strategy, and ensure true growth for your brand.

Reasons for Brand Renaming: Good versus Bad

The first thing you should consider with a renaming strategy is why you want to change the name of your brand, and / or use a different tagline. There are many good reasons for brand renaming—and some not-so-good reasons.

Some good reasons for changing your brand name include:

Your brand name has damaging associations. Mistakes happen, but a mistake in business can have a substantially negative impact on your brand name. If your sales or market value are suffering because of a past problem, renaming your brand can give you the opportunity to start afresh with a clean slate.

Your current brand name is obsolete. Every brand must stay relevant in order to be successful. If your brand name sounds old-fashioned (but not retro), a brand name change may be a good strategic decision.

Your brand name doesn’t capture the essence of your offering. Consider the brand name Quantum Computer Services. What does that tell you about the brand? Maybe you’re thinking ‘not much’ or assuming it must be some kind of computer repair company. But when this organisation changed their name to America Online (AOL), the brand became synonymous with their service offerings.

Image via www.aol.com

Your business has expanded beyond the original brand. If your company name originally conveyed particular founding offerings, but you’ve outgrown and expanded beyond what the brand name originally referred to, changing your brand name can help you refocus and expand to capture other larger markets further afield.

Another brand has a similar name. This type of issue often arises for businesses that are expanding their geographical reach. If there are established businesses in new markets with a brand name that’s similar to yours, renaming your brand can help you compete in these new markets. As an example, 11-year-old Miller Insurance Group based in Florida was looking to expand nationally in the United States, but Millers Mutual already had a strong presence in the Northeast. The company rebranded to Brightway Insurance and successfully grew a national market base.

Your company is experiencing a merger or acquisition. When two or more companies come together, there are a few different branding options. In some cases it makes sense to keep the brand name for the strongest brand—but a complete brand renaming may also be a viable option for the newly formed company.

On the other hand, here are some situations where renaming your brand may be the wrong strategy:

Change for the sake of change: Renaming your brand because you think another name would sound better is a poor decision for change. Brand renaming should not be done on a whim—you need to invest time and resources in a brand name change in order to ensure the desired commercial returns. Changing your name without a solid strategically driven reason can also confuse or alienate your customers.

Destroying brand equity: For brands that are already well established, changing your brand name can be incredibly risky. If your customers already have a strong association and connection with your brand name, renaming it can substantially undermine and negatively impact your business amongst existing loyal customers. Their trust in your brand can become weakened, resulting in market confusion and plummeting sales.

Evaluating Your Existing Brand Equity

Brand equity should also be a top evaluation factor for any brand considering a name change. With brand renaming, you not only risk confusing or alienating your existing customers, you could also end up with high costs for your rebranding efforts that may not deliver the desire return on your investment. For example if you have a large amount of existing brand collateral, changing your brand name can be expensive.

Your customers and transitioning them through a potential brand name change is perhaps the most important factor in your brand re-naming brand strategy. Before deciding to change your brand name, you’ll need to conduct some detailed research or a brand audit of your existing brand equity. Find out how customers really feel about your brand, what qualities do they associate with it, what do they think your brand name stands for and how much influence does your brand name have on their purchasing decisions.

If you have significant valuable brand equity, but still need to rename your brand—for reasons such as your brand name no longer appropriately reflects your offering, your business has expanded beyond your current brand name’s relevance, another brand has a similar name, or you’re being legally compelled to change the name—you should implement a transitioning strategy that will help both existing and new customers associate the new name with your original brand name thereby helping them make the move with you and reducing the potential risk of any loss of business.

As an example, U.S. based company CallCopy was launched in 2004 as a provider of call recording software. The company expanded its market and its product offerings, and recently added a complete suite of tools for workforce optimisation, providing greatly enhanced and expanded functionality beyond merely recording calls. The organisation needed a new name, because existing customers continued to associate their brand with just the original more limited offerings—but they already had strong brand recognition for their founding name in their market.

Image via www.uptivity.com

After deciding on the brand name Uptivity, the company not only created new brand collateral and physical materials like employee shirts and business cards, but also launched two parallel business websites. One used the original business name, and the other was under the Uptivity name, but branded with “formerly CallCopy.” The company kept both sites running for three months to build SEO before redirecting the CallCopy website entirely to the new Uptivity URL and phasing out the “formerly” rubric.

Choose Your New Brand Name Wisely

Google is synonymous with Internet searches, but that wouldn’t have been the case if the company had remained “BackRub”—primarily because the original name had no association with the company’s offerings and would potentially have triggered the wrong emotional response for customers.

There are many different ways to name a brand. Briefly, a few of them include:

Founders’ names, like Cadbury or Disney
Geographic names like Patagonia or Cisco (short for San Francisco, the company’s home base)
Descriptive names like Whole Foods or Internet Explorer
Evocative names that paint a picture of the brand
Alliteration or rhyming names
Made-up names (neologisms) like Twitter
Hybrid names like Microsoft
Acronyms (did you know that Yahoo! stands for Yet Another Hierarchical Officious Oracle?)

Whatever naming convention or strategy you choose, your brand’s new name should succinctly encapsulate your offerings and capture the emotions you want customers to associate with your brand. It should be memorable, engaging, and differentiated from your competitors. Choose a brand name that is unique to your company and your platform, and your brand renaming efforts will have a much higher chance of success.

So, what do you think?

• Is your brand succeeding as a result of, or in spite of your brand name?

• If your brand is struggling, can it be attributed to your current brand name or tagline?

• Is your brand name outdated, irrelevant, or non-descriptive?

• Can your customers recognize the types of products or services you offer based on your brand name? How can you give it more meaning and relevance?

• How much brand equity do you have built into your current brand name? Does your business situation still demand a renaming?

• What brand collateral or platforms would you have to change when renaming your brand?

• Do you already have a new brand name in mind? Does it successfully communicate your offerings, values, and brand vision?

Feel free to share your thoughts in the comments. We’d love to hear from you!

Brand Revitalisation: 9 Strategies to Revive Your Lagging Brand

January 30, 2015/3 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Health Check, Brand Relaunch, Brand Revitalisation, Brand Strategy, Rebrand, Rebranding /by Lorraine Carter

Are your sales are slipping or have you been losing customers to your competition? Or is it a case that your brand simply isn’t performing as well as it did previously?

Regardless of how successful your brand has been or is at present, at some point in its life cycle every brand needs re-evaluation and revitalisation to stay relevant and keep up with changing trends and market demands to ensure its continued healthy growth and profitability.

Rebranding strategy or brand revitalisation can take many forms. A business may choose to make small but significant changes that affect the subtle ways customers perceive their brand, or it may embark on a massive rebranding campaign that transforms every aspect of the brand, giving it a whole new tone and stronger market position.

As with any effective branding strategy, your decision to revitalise your brand should be based on a thorough brand health check or evaluation which includes reviewing what’s going wrong or what should be improved and so forth, to ensure you implement a rebranding strategy that will deliver the required results.

A brand audit, brand health check or brand review typically underpins the first stage of any rebranding strategy and it’s the first stage we engage in when working with any of our clients using our Audit Analysis Accelerator™ system. The insights and outputs from the brand health check are then what help us decide which combination of rebranding strategies are then best suited to our clients needs. The following nine brand revitalisation strategies are examples of some of methodologies we often consider and deploy amongst a full array of different approaches when developing solutions to help re-energise or revitalise our clients brands.

9 Strategies to Revive Your Lagging Brand

Here are nine strategies you can use to revive a lagging brand, to recover and even expand your brand influence, your market share, and your profitability.

1. Become Customer-Centric

Your customers are vital to the success of your brand. If you’re experiencing problems with a flagging brand, one highly effective way to turn things around can be to really focus on them—essentially, to find out what your customers want, and give it to them. Of course, this is not a simple process. But with market research, insights, and thorough planning, you can identify the needs or desires of your target audience, and restructure your brand to deliver.

Image via www.delta.com

As an example, Delta Airlines recently instituted a more customer-centric approach that saved the organisation from near-certain failure. Facing near bankruptcy, the airline turned things around in 2013 by identifying and focusing on the things that mattered to their customers.

Some of the customer-focused changes Delta implemented for their brand revitalisation included:

Bringing back Red Coats—highly visible, “elite” customer service agents who are empowered to solve passenger issues on the spot, rather than going through management

Adding WiFi to their flights sooner than their competitors

Implementing a “flat tire” policy that lets passengers waive change fees and get seats on the next available flight if they’re delayed by unforeseen circumstances

Improving performance and efficiency to achieve 95% on-time performance with no flight cancellations

The move towards increased customer service saved the company, and restored Delta to one of the top airline brands.

2. Rename Your Brand

For a faltering brand, a name change can have a powerful effect. Renaming your brand can enable you to start with a clean slate, and go a long way towards reversing any negative perceptions that might have been associated with the previous name.

The New Zealand deer industry overcame preconceived notions about their venison products, particularly in the American market, by renaming their offerings “Cervena” as a way to differentiate from other venison brands.

Image via www.cervena.com

Brand name changes can also be effective when the new name is more reflective of your brand platform and values. Recently, New Zealand dairy product company Fonterra launched a rebranding campaign by changing the names of their RD1 stores to the more descriptive and engaging “Farm Source”.

Image via www.fonterra.com

In addition to the name change, Fonterra deployed a farmer-centric marketing strategy that highlights the provenance and roots of their products which creates stronger connections, transparency and authenticity for customers.

3. Streamline and Simplify

As brands grow, they may often experience slowdowns or lagging sales due to the expansion itself. Brand growth can result in sprawling product lines, confusing offerings, and diluted brand cohesion across the organisation. If your brand is suffering from dilution through growth and expansion efforts, a streamlined strategy can help you recover from falling sales and diminished brand recognition.

Technology company IBM successfully used this type of strategy to recover from substantial losses and setbacks due to increasing competition. In 1993, the company experienced a quarterly loss of $8 billion—which represented the largest corporate loss in history at the time. IBM’s successful revitalisation strategy was a return to the basics. The company discontinued business areas that didn’t align with its core competencies and focused on just three areas: hardware, business software, and IT services. Today, IBM remains one of the most successful global technology companies.

4. Reach Out to Your Community

Similar to appealing to customers, becoming a community-oriented brand can help you revitalise your image and revive lagging sales. Focusing your brand strategies on community connection and outreach can help you build a strong and engaging brand image—and in many cases can help you capture word-of-mouth, the most powerful marketing method for any brand.

One successful example of a community-oriented brand is Chipotle Mexican Grill, a restaurant chain based in Denver, Colorado. Chipotle’s actually based their brand strategy on giving back to the community from the beginning. The company spends very little on traditional advertising channels such as TV adverts—in fact, its yearly advertising budget is less than what competitor McDonald’s spends in 48 hours. Instead, the first Chipotle’s restaurant drew in customers by giving away lots of free food, and letting the product speak for itself.

The company has continued this community focus in high-profile ways. During the 1997 trial for a devastating bombing in Oklahoma, the company regularly delivered free food to the courthouse. Chipotle’s also currently sponsors a multitude of local programs and pioneered a campaign called “No Junk” that helps millions of school children eat healthier.

5. Amplify Your Brand Story

In order to have a successful brand, it’s vital to create a meaningful connection with customers. One powerful way to do this is through a compelling brand story, which is a key part of our Personality Profile Performer™ system, and used to created and develop your whole brand profile. You can revitalise a falling brand by refocusing on your unique brand story, and conveying your brand’s origins, values, promise and driving characteristics.

Brand storytelling can be highly effective for all categories and types of business, including premium brands. Recently, Chanel launched a video series that has sparked attention and driven customer engagement on social media to new heights for the brand—based on the powerful story of Chanel’s origins. Part five of the series, which tells the story of founder Coco Chanel, has been especially connective for audiences.

6. Wrap-Up in Something New

Your packaging design is absolutely crucial to effective branding. Research has found that 70 percent of customer purchasing decisions are made at the shelf, and 90 percent of those on-the-spot decisions are made simply by looking at the face of the product in less than 9 seconds. If your brand is struggling, launching a package redesign can help you refresh and restore success.

Image via www.leesfoods.co.uk

A recent package redesign for a UK confectionary company led to incredible results. After creating a clean, simple uncluttered look for their iconic brand, their first image refresh in five years, Lees of Scotland realized a sales increase of 20 percent for its Snowballs and Teacakes treats.

7. Go the Extra Mile

For suffering brands, another powerful revitalisation strategy is to choose an aspect that your brand excels at, and make it even more effective—so that your brand stands out sharply from your competitors. This may be pricing (for discount or premium brands), faster delivery (such as Domino’s Pizza 30-minute delivery guarantee), additional features or innovations, or even exceptional customer service, a quality that online shoe retailer Zappos is well known for.

Enhancing the unique offerings of your brand will help you differentiate, and over-delivering on your brand promise can help to revive a flagging brand.

8. Go Against the Grain

It can be challenging for brands to stand out from a sea of competition. If your brand is struggling to remain solvent, think about how you can make changes that will give you a competitive edge. Often, the most successful brands have distinctive differentiation that make them more innovative, valuable, or desirable than the competition. The bottled water industry, for example, was transformed when companies began adding nutrients, flavours, and carbonation to various brand lines.

Image via www.lush.co.uk

As an example of powerful differentiation, UK cosmetics company Lush has realised phenomenal success and gained a cult brand following by providing organic cosmetics ranges amidst an ocean of competitor brands made with chemicals and formulations. This organic-style branding extends throughout the brand—all of their products are handmade and use minimalist packaging, and Lush retail stores are designed to create an exceptional, luxurious customer experience.

Image via www.lush.co.uk

9. Change your Price Points

Though it may seem counterproductive, you can effectively revitalise your brand by charging more for your products or services. Elevating to a premium brand can bring you greater market share and higher profits—but of course, it’s essential to offer customers something that justifies the higher price point. Rebranding for premium pricing involves an increase in either perceived or actual value for your offerings, and this can be accomplished in many ways.

Some premium rebranding strategies may include:

Constant innovation, such as Apple and Gilette
Unique product mixes, such as Whole Foods and Sharper Image
Selling an experience, such as Nordstrom and Starbucks
Creating a brand community, such as Red Bull and Harley Davidson

By increasing the perceived value of your products or services, you can turn a slumping or stagnant brand around and find new audiences who are willing to pay premium prices, and will remain loyal to your brand above and beyond your competition.

So, what do you think?

• How could you make your brand more customer-centric? Community-centric?

• Does your brand have a differentiation factor that you could enhance through your brand collateral and marketing campaigns?

• Is your brand packaging inconvenient, outdated, or too similar to the competition? How could your packaging stand out?

• What are some ways your brand could go the extra mile and over-deliver on your brand promise?

• How is your brand story currently incorporated into your customer touch points and overall brand presentation? Is there a way to enhance your brand story?

Feel free to share your thoughts in the comments. We’d love to hear from you!

Rebranding: How to Make It Through a Rebrand and Emerge Stronger

December 1, 2014/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Relaunch, Brand Research, Brand Revitalisation, Rebrand, Rebranding, Rebranding Mistakes /by Lorraine Carter

A strong brand is the key to success and sustainable growth for your business. However, brands are not static, unchanging identities – the most successful brands live and breathe, evolving along with changing shifts in market tastes, trends and demands.

Rebranding or brand revitalisation, when properly planned and implemented, can be a powerfully effective strategy for rescuing or reinventing a failing brand, jump-starting a stagnant brand, expanding your markets, or initiating substantial business growth. A rebrand may be subtle or evolutionary in nature, or it may involve radically transforming a product, service, or entire brand.

Regardless of the extent of your rebrand, a thorough brand revitalisation strategy is a must in order to be successful. Here are the top tips on surviving a rebrand of any scale, and emerging as a stronger and more profitable organisation.

Understand Rebranding: It’s Much More Than Just Changing Your Logo

Even for those brands undergoing a subtle rebrand as an evolutionary step forward, there is much more to a successful rebrand than changing your company or product logo. Rebranding always results in shifted audience perceptions of your brand, no matter how large or small the changes – and this strategy should not be engaged lightly.

Approaching a rebrand without strategic planning, market insights and customer engagement can be disastrous to your brand, often resulting in storms of negative social media, if your brand is very high profile with an engaged audience.

Airbnb, an online accommodations rental platform whose logo changed in July this year brought a flood of social chatter comparing the new logo to parts of the human anatomy. BBC News reported on the backlash, including a roundup of Twitter comments where it became the top trending item for a time. Others on the other hand praised the US home-rental services new look. Airbnb calls its new logo Belo, and says it represents “the universal symbol of belonging”.

Also earlier this year, the long-established candy brand Hershey’s caused a similar internet controversy when the company changed their logo from the traditional silver foil-wrapped Hershey’s kiss to a solid brown graphic with a gray curlicue to represent the iconic brand.

Image via www.mashable.com

Customers and commentators alike were also divided in their opinions with some having a field day online pointing out the shortcomings, as they saw them, with some very unfavourable comments compared to those who thought it fresh, demonstrative and sleek.

Image via www.mashable.com

Regardless of what your views are in relation to both these brands, simply launching a new logo is not the right way to approach a rebrand. You need a solid brand strategy based on a brand audit coupled with research, market testing, and an honest analysis of your current brand performance before making any changes that will impact your brand.

Make Sure Rebranding is Really the Answer

Prior to a rebrand, the most important consideration is knowing why you’re rebranding, what your goals are in making changes, and whether a rebrand is the right solution.

Some of the most common situations where it makes sense to undergo a rebrand include:

Relevance: In order to thrive, brands must stay relevant to their target market and keep up with evolving customer needs and desires

Competition: If a brand encounters aggressive competition that damages sales, rebranding can help to push back and restore a competitive edge

Innovation: In industries where rapid change is common and expected, such as technology, rebranding can help you preserve relevance to new markets and remain competitive

Globalisation: Market demographics can vary from region to region. A brand that is looking to expand into new global markets can benefit from rebranding to suit a wider audience

Repositioning: Rebranding is required for a brand seeking to change its market position, such as moving from an economy level to a premium brand with higher pricing

Mergers and Acquisitions: If two brands merge, or one brand acquires another, rebranding is essential to establish the new, single identity of the separate brands

On the other hand, there are some situations where rebranding or revitalisation is not the correct strategy. These can include:

Young Brands: Unless the existing brand solution is highly flawed, brands that have been on the market for a short time, such as 3 years or less, should not rebrand. Young brands would be better served to adjust marketing strategies or roll out new campaigns

Change for Change’s Sake: Rebranding should not be engaged simply because you feel like changing. There should be a compelling commercial reason to rebrand, since changing “just because” results in failure more often than not

Rebranding the Right Way: 4 Top Tips for Pulling it off Successfully

Once you’ve established that a rebrand or revitalisation is what your brand needs, how do you effectively plan a rebrand? Here’s how to build an effective rebranding strategy and make it through with a stronger and more compelling brand.

1. Assess Your Current Brand Perception Honestly

If you’re undergoing a rebrand, there’s a reason your brand is struggling. You need to know exactly what that reason is, and how your rebranding strategy will address it. This means there is no room for light observations or wishful thinking – you need to know the brutally honest reality of where your brand currently stands.

The best way to accomplish this honest assessment is through a comprehensive brand audit. A brand audit involves thorough examination of your market position, your brand’s performance relevant to the competition, its strengths and weaknesses, and a full view of both internal and external perceptions of your brand. Through this process, you may uncover surprising information about your target audience – and you may even discover new audience demographics that will be suitable for your brand with effective rebranding.

2. Obtain Organisational Buy-in

A successful rebranding relies not only on effectively changing customer perceptions, but also ensuring that everyone in your company participates in the rebrand programme. Each of your customer touch points must reflect the new brand collateral and brand values – which means your entire company, from sales personnel to general staff to CEO, top down, must understand the goals of the rebrand.

3. Ensure Seamless Consistency

Maintaining consistency is a primary key to an effective brand. When undergoing a rebrand, make sure that every piece of your brand collateral reflects the changes and the new brand vision – from product packaging and logo design to website, sales material, office and retail locations, staff uniforms, trade stands, presentation tools, in short all your brand collateral, and even email signatures.

4. Communicate the Rebrand Externally

Naturally, your new brand will be rolled out to customers but it’s important to get their feedback with some test research initially before you fully implement and launch to market. But don’t forget to involve stakeholders, shareholders, and media outlets with news of your rebranding. Awareness of a rebrand is crucial to its success.

Whether your rebrand is evolutionary or comprehensive, whether your reasons are to maintain relevance, beat out the competition, or reposition your brand to increase profits, surviving the rebranding process involves careful planning and strategisation – and a willingness to ensure both internal and external consistency.

Your brand is much more than just your logo. Brands represent the total customer experience, and rebranding must be approached with care and forethought. But when implemented properly, a rebrand can deliver a wider audience, a strengthened brand platform, and higher profits for your business.

So, what do you think?

• Has your company undergone a rebrand in the past?

• What are the reasons you are considering rebranding now?

• Could your brand benefit from a brand audit, regardless of whether you’re rebranding?

• What would you change about your brand, and how do you think it would impact your target audience?

• How can you rebrand to improve your brand’s relevance?

• Could you raise prices and increase profits through brand repositioning?

Feel free to share your thoughts in the comments. We’d love to hear from you!

A Rebranding Strategy Guide for Brand Owners and Managers

What’s the Difference between Refresh and Rebrand?

Rebrand or Refresh? A Quick Reference Checklist

Rebranding or Brand Refresh Process

Broadly speaking a typical rebrand or refresh process includes:

Rebranding Deliverables

Rebranding or Brand Refresh Rollout

Top 15 Tips for Ensuring a Successful Rebrand or Refresh

Hit or Miss: Brand Refresh and Rebrand Examples

Accenture: Rebranding Involved the Entire Global Organization

Image via Accenture

Morgan, Lewis & Bockius LLP: A Leading Law Firm says Brand Audit and Teamwork Are Key to Rebrand Success

Massey Bros.: One of Dublin’s Largest Funeral Directors Rebranded to Amplify its Brand Leadership Positioning and New Innovative Services

Dublin Tourism Board: Refreshes the Destination’s Strategic Positioning

Old Spice: Rebranded to Reposition – It Used to be on Your Grandfather’s Bathroom Shelf!

Royal Mail:

Image via Royalmail

Tropicana:

Image via Adage.com

Gap:

Image via Gap

RadioShack:

Image via RadioShack

Can we help you with your brand refresh or rebranding?

Ask yourself:

You may also like:

When Should a Company Invest in a Rebrand?

Lessons Learned from 5 Successful Rebranding Strategies

2. Massey Bros. – Leverage Your Premium Service, Tell Your Brand Story and Ensure Your Brand Identity Creates Distinction

3. Target – Know Your Audience and Keep Things Simple

4. Hybrid Technology Partners – Don’t Pigeonhole Yourself with a Poorly Thought Out Brand Identity

5. Narragansett Beer – Learn How to Appeal to Millennial Consumers

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So, what do you think?

“We Do Search”

Spelling it Out

Brand Architecture : A House of Brands

What are the Branding Takeaways?

You may also like:

We Have Always Been Storytellers

The Top 5 Components of a Great Brand Story

1. The Call

2. Colourful Characters

3. Setting the Scene

4. Adversity

5. The Breakthrough

The Humanity of Brand Storytelling

Unifying Branding and Storytelling

The Personal Touch

A Picture is Worth… You Know the Rest

Storytelling Can Serve any Brand

You may also like:

• Brand Story: The Key Ingredients to What Makes it Compelling

• Rebranding: How to Make it Through a Rebrand and Emerge Stronger

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• FMCG Branding: Top 4 Tips for Competing Profitably Against Own Label Brands

• Brand Resurgence: 4 Lessons Learned from Amazing Brand Comebacks

Top 10 Tips for Branding Success

1. Evaluate and Develop Your Brand Message

2. Define Your Brand Vision

3. Get Your Employees Involved

4. Research and Develop an Intimate Knowledge of Your Customers

5. Evaluate, Benchmark and Rate Your Competition

6. Review Your Brand Concept for Usefulness

7. Design a Distinctive Brand Identity

8. Let Your Passions Shine

9. Develop and Commit to Your Brand Promise—and Never Break it

10. Maintain Your Brand Consistency

• Brand Differentiation: 30 Ways to Differentiate Your Brand

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Brand Audit: Tips for Determining Your Brand’s Health – Can it be Improved?

Reasons for Brand Renaming: Good versus Bad

Evaluating Your Existing Brand Equity

Choose Your New Brand Name Wisely

9 Strategies to Revive Your Lagging Brand

1. Become Customer-Centric

2. Rename Your Brand

3. Streamline and Simplify

4. Reach Out to Your Community

5. Amplify Your Brand Story