Rebranding

Part 2:

First Steps

contentsparks.com

Once we made the decision to move ahead

with the rebranding of our business, we

needed to decide on our first steps towards

that goal. Rebranding is a complex process

and getting it right is critical.

contentsparks.com

The first step was to decide the scope

of the project. What should the

rebranding project include?

contentsparks.com

At the very least we knew we needed a new

name, a new logo, a new website design,

and visuals and content which would tie our

new marketing messages together.

contentsparks.com

And yes, critically, we needed to work out what

those marketing messages were going to be.

Those messages would inform the entire

rebranding process.

contentsparks.com

The next step was figuring out who needed to

be involved in the rebranding project.

What resources did we already have access to,

and what should we bring in from outside?

contentsparks.com

We already had a strong team, but it became

clear early on that a key element was missing

from the lineup.

We needed a branding/rebranding expert to

guide the project and provide insight and

direction.

contentsparks.com

While we had a significant amount of business

experience, no matter how much you

already know, it’s sometimes difficult to apply

that knowledge to your own situation.

contentsparks.com

That’s why we decided to bring another

perspective on board, someone who could

look at where we were, and where we were

headed.

contentsparks.com

We selected someone who was not only a

branding expert but was also very familiar

with our target markets.

As a bonus, she offered a global perspective

too, which was useful since our target markets

are international.

contentsparks.com

Her role was to guide us, asking tough questions,

requiring well-founded answers, and offering

creative solutions and critical input as the

project progressed.

contentsparks.com

Once she came on board we began working

on specifics. We started with a series of

discussions and planning sessions which would

inform the rest of the process.

contentsparks.com

You can read more details about how exactly

we approached the planning stage, and

what tools we used to keep track of

everything, in the next post.

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