6. Options for process and system improvements
Brand change is also a time to take a more holistic, more objective insight into the inner workings of brand management.
This is best illustrated by the overview of online channels mentioned earlier (see benefit 3). I commonly come across numerous online domains used unnecessarily as separate configurations when they could just have been combined. These channels translate to added management and front-end development costs. During the brand change process, organisations get to gauge which systems and processes are working, which ones could be optimised, and which ones no longer serve the brand.
7. Improved brand management: brand governance
More organisations are seeing the need for, and benefits of, solid brand governance, and a rebrand is a chance to rethink the way your brand is managed. The preparatory stages of the rebranding process often unveil the strong and weak points in the brand’s management and can make room for new ways to safeguard the brand down the line.
8. Cost savings in a rebranding process
While the idea of a brand change and cost savings sounds contradictory, this is entirely possible. For example, the brand change process lets organisations take a more critical look at the brand management’s primary sources of expenses, such as existing contracts or brand touchpoints. While making these cost assessments is not exclusively possible during a rebrand project, the brand change process does uncover potentially unnecessary financial burdens.
9. Improving the customer journey
Unlike the benefits already mentioned, a rebrand’s impact on the customer journey is not as direct or obvious. The improvements to the customer journey happen down the line and more as a combined by-product for all the benefits mentioned above. The improvements in brand management, employee engagement with the brand, and streamlining systems and channels can result in a smoother customer journey. With the right project approach, a rebrand can lead to a higher brand appreciation.
10. Clean up
Finally, a rebrand is a chance to clean up the house, like an old-fashioned spring cleaning. It lets you reassess everything, helping you eliminate the unnecessary and the unbeneficial and give a new life to brand assets and tools that can help push your brand forward.
Feel free to contact me via LinkedIn or e-mail if you want to exchange ideas. With 23 years of experience in rebranding projects across all disciplines, mixed with a love for improvement potential, there is bound to be something I can help you with.