Rebranding is not easy nor inexpensive. It is more than just creating a new logo because your old one looks…well.. old. Rebranding is done to relaunch, reposition, or reintroduce a brand that has gone changes. This could be recovery from a mistake that resulted in loss of trust, merger with another company/entity, or other change that requires you to reintroduce yourself. Another major reason may be that you haven’t updated your brand in years and as a result you have seen a loss of sales or attention and it is time to reposition to help you grow and thus you need to reintroduce yourself.
When deciding to rebrand, I have 19 questions I ask to help organizations to clarify their reasons to take this action.
- Why are we doing a rebrand?
- What problem are we attempting to solve?
- Has there been a change in the competitive landscape that is impacting our growth potential?
- Has our customer profile changed?
- Are we pigeonholed as something that we (and our customers) have outgrown?
- Does our brand tell the wrong (or outdated) story?
- What do we want to convey? To whom?
- Why should anyone care about our brand?
- Have we isolated exactly who should care about our brand?
- Have their needs, or the way they define them, changed?
- Are we asking our customer to care more about our brand — and what it means — than we do?
- Is our brand associated with something that is no longer meaningful?
- Is our brand out of step with the current needs and desires of our customers?
- Are we leading with our brand direction?
- Are we following with our brand direction?
- Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary) ?
- Will this solution work in 5, 10 and 15 years from now based on what we can anticipate?
- Have we assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead?
- If we were starting our business today, would this be the brand solution we would come up with?
- Rebranding: the Good, the Bad and the Ugly
- 7 Terrible Rebranding Fails Your Business Can Learn From
- The Art of Rebranding: How To Be Smart And Strategic
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