The fear of being left behind often leads to a knee-jerk reaction: Let’s rebrand! However, while an organization’s brand is a critical ingredient to its business growth (and survival) strategy and it needs to evolve, the decision to rebrand should not be a rushed response to changing market dynamics. Rebranding must be done for the right reasons. So before you go all in, answer these fundamental questions: What is my challenge? Why is rebranding the solution?
Your brand is not a logo, or a tagline or an identity system. Your brand is an expectation of experience and a promise delivered.
Without a clearly defined brand strategy and fully articulated brand platform as a compass point, marketing becomes fragmented, ineffective and lackluster, and companies find themselves repeatedly grappling with the same old questions: Who are we? What is our value? How do we effectively communicate it to our customers?
The following resources will help you answer these questions and more:
Is Your Brand Strategy MIA?
Do You Understand the Anatomy of Your Brand?
Anatomy of a Brand [infographic]
The Forgotten Audience: Crafting Your Brand to Attract and Keep Talent
Does Your Brand Have a Personality?
The Hidden Secrets of Branding Done Well (podcast)
Brand Engagement 3.0: From B2B to H2H (podcast)
Your brand strategy and platform is not going to create impact and deliver results unless it’s effectively and flawlessly translated into every aspect of your business and marketing.
Brand activation (execution) includes everything from verbal and visual identity and experience design to content and all forms of internal and external marketing communications.
Is Your Story Showing Your Brand’s Value?
Is Your Customer Experience a Results Machine?
How Many Handshakes Does It Take to Brand a Professional Services Firm?
Why Is Everyone at Starbucks So Nice?
5 Questions and 10 Ideas for Making Content Work
Will You Like Us? The New Integrated Marketing for Professional Services
See the following case studies for examples of how meaningful brand platforms can be translated into living, actionable brands through compelling design and marketing communications.
Positioning a Brand for Aggressive Growth
Helping an Engineering Firm Define Its Formula for Success
Redefining the Value Proposition for a Technology Company
Building a Category-Breaking Brand from the Ground Up
Successfully navigating your company through a rebrand can be a career high point. It’s also a monumental challenge.
What’s more, so much energy goes into brand development that many companies find themselves out of steam when it’s finally time to officially launch, and anything beyond that point gets set aside as “something to think about later.”
Even those with enthusiasm to spare are often at a loss when it comes to designing a winning rollout strategy and a long-term plan for embedding the new brand in the organization. Unfortunately, this is a huge mistake that can put your entire brand investment at risk.
The Rebranding Challenge: What’s an In-House Marketer to Do?
Launch! How to Execute a Breakthrough Brand Rollout
Living Your Brand: How to Ensure Your Brand Isn’t Dead on Arrival
Why Your New Brand Won’t Hit the Ground Running
Rules of Brand Etiquette: Moving Relationships Forward Faster
Brand Builders: 5 Practices for Keeping Your Brand Strong
Building a strong brand is anything but easy. To assist you with the entire process – from conducting your brand audit through rebranding, we’ve developed this Brand Toolbox.
You don’t have to venture into the complicated world of branding alone! Substance151 can be your guide in a rebranding process – from start to finish. Contact us to schedule a conversation.
Expert advice to powerhouse your branding and marketing.Subscribe