Rebranding: The Art of Insight
Updated: Apr 14
A rebranding phase is an exciting time for any business, person, or group. It’s the opportunity to show customers and/or stakeholders that we are building upon our experiences and sharpening our focus around where we drive value.
The Art of Rebranding: The Landscape
For small and new businesses, a rebrand can add an extra spark required to catch the attention of their much-needed early adopters. All things being equal, a customer might gravitate towards a business for the first time based on a strong branding presence.
Rebranding for larger organizations can be very expensive. Think about it, a logo is used everywhere; email signatures, business cards, websites, social media pages, sales assets, products, promotional supplies, and the list goes on.
Here is a list of the 10 most expensive rebrands ever to give you a taste of how serious of an endeavor this is.
Also, here is a deeper look inside the science of Pepsi’s famous million dollar logo redesign
So, rebranding must be done properly to ensure your investment doesn’t go to waste.
One part of the rebranding process should focus on organizational objectives, the other should prioritize customer behavior and engagement patterns.
To be effective these two variables need to be in alignment.
The Art of Rebranding: Clarity of Purpose
A brand should be very clear on the direction they want to grow. This is defined in a vision statement and core values but more in-depth in a brand strategy.
To help businesses understand their direction, we often recommend working through an exercise like the 3-hour brand plan.
The 3-hour brand plan exercise helps gain clarity around these branding principles: 20-Year Road Map Why/How/What Top Three Values Top Three Audiences Brand Persona Competitive Landscape
The Art of Rebranding: Data-Driven Positioning
Leveraging the data from existing efforts helps businesses understand how customers like to be engaged. This can be examined in social media analytics, website behavior, a CRM or anywhere else that information is stored about customers.
Once all this information is collected, it is time to start developing brand guidelines and narrowing in on the visual aesthetic that will drive the vision of the brand into the hearts of stakeholders.
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