How Do You Rebrand a Company?

Rebranding is a process that has a beginning, a middle and an end, with the end being the launch of the rebrand internally, then externally.

Step one is to take an inventory of your current brand. What exactly is your brand? How is your brand or reputation perceived in the marketplace? One way to answer those questions is to critically review your key messages - what you are saying in your marketing or communications messages to your audiences. Analyze your messages. Are they clearly focused on the benefits of using your products or services (i.e. we provide printing solutions that reduce paper costs and improve office efficiency), or are they all over the board (i.e. we sell the printer you need). This step usually involves some form of audience and employee research to clarify the current brand position and help identify a new brand direction.

Step two is to set brand goals - what you want to accomplish with the rebrand. Planning is essential to ensuring the new position you stake out for your brand is realistic and achievable. Develop new key messages.

Step three is establishing benchmarks of where your business is currently so you can track improvements after the rebrand. Some items that you can benchmark are unique Web site visits, unsolicited inbound leads, media coverage and customer service requests. Choose some that fit your situation.

Step four often includes a design refresh that includes logo and tagline, as well as marketing materials and Web site.

Step five includes rolling out the rebrand internally to employees while explaining details of the process and how they can live the new brand.

Step six is introducing the refreshed brand to customers, prospects, suppliers and other external audiences. It helps to promote the rebrand.

Jim Thebeau

CEO, Henry Russell Bruce

jthebeau@hrb-ideas.com
800-728-2656