Brand Storytelling, Branding, Creative Services
November 20, 2019
Companies will at some point come to that milestone known as “the rebrand.” For some, it happens early on once they’ve discovered who they really are while with others, it occurs after many years of having grown (or outgrown) their brand.
While a brand is so much more than a company’s logo, the logo is one of the key ambassadors to any brand. There are various reasons, assorted catalysts or numerous “straws that can break the camel’s back” of the old or existing brand, yet, there are a number of questions that routinely come up when discussing company rebrands.
If you are planning a rebrand, we’ve come up with 19 questions that need to be answered to ensure you keep the brand:
• True to itself,
• Meaningful so people take notice and care, and
• Powerful enough to make the difference everyone hopes for.
1 – Why are we doing a rebrand?
2 – What problem are we attempting to solve?
3 – Has there been a change in the competitive landscape that is impacting our growth potential?
4 – Has our customer profile changed?
5 – Are we pigeonholed as something that we (and our customers) have outgrown?
6 – Does our brand tell the wrong (or outdated) story?
7 – What do we want to convey? To whom?
8 – Why should anyone care about our brand?
9 – Have we isolated exactly who should care about our brand?
10 – Have their needs, or the way they define them, changed?
11 – Are we asking our customer to care more about our brand — and what it means — than we do?
12 – Is our brand associated with something that is no longer meaningful?
13 – Is our brand out of step with the current needs and desires of our customers?
14 – Are we leading with our brand direction?
15 – Are we following with our brand direction?
16 – Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)?
17 – Will this solution work in 5, 10 and 15 years from now based on what we can anticipate?
18 – Have we assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead?
19 – If we were starting our business today, would this be the brand solution we would come up with?
Rebrands are more than skin deep and the above questions will help you isolate why you are rebranding and what needs to be considered.
GDR Media Group knows how to research, create, implement, and manage rebrand projects of all sizes. Our experienced team can work with you at every stage to ensure your rebranding project is not only a success but gives you a platform from which your business can grow further.
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