Questions to ask before rebranding — PART I
Rebranding is a serious investment. That’s why it shouldn’t be undertaken on a whim. Brands don’t have expiration dates. Rebranding because “everyone else is doing it” isn’t a good enough reason.
Here are a few questions you need to answer before you can begin a rebrand journey.
What is the problem?
Most of us go to the doctor only when we have a problem. Then, it’s up to the doctor to ask more questions, develop a diagnosis and determine the proper prescription, treatment or therapy.
Rebranding works similarly. An organization is experiencing something. Perhaps the company has become fragmented and needs to rediscover its mission. Maybe a merger is about to occur, and the resulting identity needs to be developed, or the identity no longer aligns with the company’s true archetype.
Regardless, you can’t begin to move forward until you identify the problem — regardless of the specific elements.
Who would need to be involved in your rebrand?
It sounds like a simple question, but you wouldn’t believe how many top-level decision-makers get this one wrong. That’s because they turn everything over to their marketing staff and wait for a presentation to be scheduled on their calendar.
The head of the organization/CEO/President needs to be involved in a rebranding from the very beginning. Too often, a committee is appointed to work on the specifics. Then the members disregard the most innovative and unorthodox concepts because they fear “it’s too far out of the box” for their CEO even to consider. Having them as part of those discussions eliminates that worry.
You also have to involve the head of marketing, the head of operations, the head of finances, and sometimes the top manager of each division or office. These are the people who create buy-in.
And don’t overlook the people on the front line, even the longest-tenured employee who has seen it all, especially any rank-and-file person you suspect, maybe your biggest skeptic. Again, it’s better to have their voice heard from the beginning than for them to become a vocal opponent later.
What is our brand purpose?
Again, this one may sound obvious but only on the surface. You may think your brand’s purpose is to help you sell X or serve Y, but it must go beyond the economics.
Successful brands make a real connection with their audience. They don’t communicate based on “Here’s what we’re doing.” Instead, they tell the public, “Here’s why we are doing this.” Clearly defining your brand purpose tells the world your reason for existing. You want the public to know “we’re in it to make lives better.” So whether you deliver cancer treatments or manufacture energy-efficient table lamps, it’s all about revealing your noblest intentions.
Once you define your purpose, let the world know, starting with your own employees. Purpose-driven branding not only tells people why you are here today but will also keep you around longer tomorrow.
Do we need a brand evolution or a revolution?
Is the goal of your rebrand a modest change or a substantial one? Not only does the thought process change with each, but the groundwork for what comes after the rebrand is unveiled.
Evolution is spurred from within. It’s a change because something inside the organization just isn’t right. It’s a corrective measure; a minor adjustment. And because it isn’t earth-shattering, it is easier to anticipate and accept. Like Starbucks tweaking its siren logo a few years back. Even without the words “Starbucks” and “coffee,” people didn’t get lost looking for the nearest store. A few people complained, but they did it between sips.
Revolution is commonly a response to factors outside the company. Whether it’s a reaction to a changing marketplace or a drastic measure to overcome a challenging economy, a revolutionary rebrand is a bold move and has to be communicated as such.
Just like us, brands need to keep learning and doing. They must advance or risk stagnation, loss of identity – and purpose. A brand must keep moving forward, growing, and responding.
All this gives a brand life. And a brand is most alive when the value of what it means to us is greater than the value of what it does.
If that isn’t your brand, it’s time for a change. Because changing a brand does not sacrifice it.
It keeps it alive.
