8 Key steps in a rebranding process
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Organizations "rebrand" for a variety of reasons. Without a strong, unified, consistent brand, all the other people who interface with customers better be “that good” in order to compensate for the under-serving brand. The goal of just about any organization is to have great people and a great brand, which together deliver a brand-promise that resonates with customers. Here's a case study on a small organization's rebranding process: http://www.smartimage.com/how-to-go-about-rebranding-your-church-2/ Smartimage is the simple way to centralize and share your images. Upload, customize, and share with ease. Do it all beautifully. Learn more about Smartimage: www.smartimage.com Try it out for free: https://my.smartimage.com/signup Follow us on Twitter: @Smartimageapp
Transcript of 8 Key steps in a rebranding process
8 Key steps in a rebranding process
Image Management Made Simple
Why rebrand?
● Former brand has grown stale, outdated, and inconsistent● Organization has changed, evolved or grown● Companies merge or acquire other companies● Competitive influences● Negative publicity
1. Commit to the rebrand. Keep it moving.
● You don’t have to act too fast, but keep the process going.● If you don’t work on it, it won’t change.● Excitement of a rebrand is contagious and carries over into
starting and carrying out all sorts of other “new” projects.● Capture as much of the reactions and feelings from key people
as you can.
2. Get all the stakeholders on board
● Don’t go through process only to realize you’ve left out a key player to the life of the organization.
● Involve the input from everyone that is “key” to the life of the organization.
● Don’t involve everyone affiliated with the organization. Too many people involved only slows things down.
3. Show something early.
● Seeing the new logo for the first time is exciting.● Fuel the excitement and continue momentum.● When key members can visualize the change, they want to be
part of making it happen.
4. Deliberate honestly.
● Rebranding affects all, expect reactions, thoughts, and opinions that lead to more changes.
● Bring out all the honest reactions in a full deliberation process.● It will help to identify all considerations and better anticipate
questions and reactions from a larger group.● Helps keep project moving forward (not backward, or to a halt,
later on).
5. Go back again.
● After you get a first round of options, deliberate and gather all the feedback, conduct a second round of revisions.
● Supplying feedback helps the designer deliver something more true to the organization because it embraces more thoughts, reactions, and ideas of the people who make it up.
● After you receive second round revisions, go back to #4 and deliberate honestly.
● If you still don’t like what you get, you can go back again.
6. Commit in full.
● You’re not locked in forever, but you should expect to stay with it for a long while.
● Get all the key people together and decide around the table.● Make the decision and more forward.
7. Exhaust all options.
● New logo design and branding isn’t just for your website, or just for print.
● New branding must be consistent and versatile.○ Website○ Social media○ Letterhead○ Building○ Ceramic coffee mugs○ T-shirts
● Develop enough variations to consistently represent your brand across every customer touchpoint.
8. Make it happen - everywhere.
● Quickly and thoroughly update all branded communication.● Your website and social media is the easy part. Don’t forget all
printed communications, brand identity materials, swag, and signage.
● Your (re)brand comes to life and your customers care.
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