Rebranding: A complex and challenging trajectory
A brand is not a static thing. Managing a strong brand requires continuous attention and development. From time to time, brands need to be refreshed or revitalised; whether it is a completely new positioning, a name change, or a small adjustment to their visual identity.
An organisation typically changes its brand every seven to ten years. It may be difficult to recognise the moment your brand needs an update, however there are moments during the lifespan of an organisation that may prompt brand change. These can include: mergers, acquisitions, demergers, a new brand portfolio, a name change, or simply the fact that your brand positioning or style is not up to date. In practice, the last reason is often underestimated.
The world is changing
Consumers are more critical of brands these days and choose ones they feel they can identify with. Social relevance and trust have become more important. If your brand lacks a clear purpose, then a rebrand could be essential. In addition to this, and with digitalisation continuing to grow at a rapid pace, artificial intelligence, voice control, the rise of 5G and VR/AR are all developments that have created a need for brands to evolve.
Ok, so it’s time to rebrand, what now? Once the decision to change a brand has been made, where do you start? What are the first steps? What is it going to cost? How can you convince the Board to invest? And which scenario is best for your rebrand project? Our seven steps will help guide you through your rebrand project to help make it a success: from preparation through to roll out and maintenance.
7 steps to a successful rebrand
Step 1: Your business case: what is the impact, cost and benefit?
Step 2: Brand in the boardroom: engaging the right sponsors
Step 3: Selecting the right partners and agencies and preparing a brief
Step 4: Possible rebrand scenarios: which is best?
Step 5: Preparing the implementation: planning is key
Step 6: The roll out of the new brand: what should be considered?
Step 7: Maintaining a strong brand
Download the guide to read more about the above steps and to plan and execute your brand change project.