Leadership qualities that lead to rebranding success
When a rebrand is complete, people outside the organization won’t see all of the work and weeks of meetings that went into it.
The sweat, the debates, the defeat and the joy when ideas came together and began to mesh. The effort of committees and entire teams of committed, creative people responsible for the final rebrand.
And they won’t have a sense of the leadership needed to navigate it all and bring it to the finish line. But from our perspective, we know how important having a leader is to the project.
Here are some of the specific leadership attributes that we see as being essential to a successful institutional rebrand project:
Courage
Some don’t know where they fit in the marketplace. Some feel they are missing out, and their message is lost in a sea of noise. Some lack even a basic understanding of who they are or where they are going.
One of the most difficult things to hear is, “I’ll know it when I see it.” But a select few are so in tune with themselves it sends a chill down our spines. They know their history. Their values and objectives represent a clear archetype, and they want their brand identity to match. They have come to the conclusion that a rebrand is necessary to fully realize what they desire for the future.
Whether there are five people in the room or fifty, one person clearly speaks for them all. That person speaks with conviction. They know the goal, they know their organization can’t reach it on its own, and they are courageous enough to push forward rather than accept the status quo. That person is a leader.
Toughness
Anyone who says a rebranding is easy probably hasn’t been through one. It is a formidable process that can bend friendships and emotions nearly to the breaking point. It requires hard work, patience and several revisits to square one. It is, at times, both exhausting and exciting.
To reach the desired destination requires a tough leader. They must consider the rebranding process as a relationship. There are the individuals taking part, the groups they form, and the inherent allegiances within. Then, there are the creative teams who must collaborate with the institution’s staff.
Throughout the process, an open-minded leader will listen to each team, weigh every consideration, and then make thoughtful decisions to move the process forward. Believing in a goal and in the people chosen to help achieve it is a must-have virtue for a leader in a complex rebrand.
Decisive
Few factors can delay and even derail the rebranding process more than indecision. Too many voices. Too many meetings. After a time, even the smallest of details become insurmountable.
A decisive leader sifts through opinions, egos and information and makes good choices for the entire institution. Of course, there will still be considerations and input from the board of directors and the legal staff.
But decisive leaders have influence. They can explain the reasoning behind their decisions and justify them in relation to their experience and vision. Being decisive does not mean being tyrannical. Instead, it means combining the first few traits we’ve mentioned into an act of authority. It is the power to make a final decision – and the confidence to never, ever look back.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.
