Re-branding.
When someone tells us they are considering a re-brand. Our first answer always is no.
Don't do it.
Don't do it because you are sick of your branding, don't do it because you are tired of it, don't do it because you are bored of it, don't do it because you hired another marketing officer who loves re-branding. The only time to ever re-brand is when there is a strategic business reason to do so. That is, the entire organisation needs to shift.
It takes 40 years to build 40 years of brand equity. Think about that. Don't think you're going to re-create that with a re-brand.
However, when there is a clear strategic reason to do it, which might include:
A properly managed re-brand can deliver:
Re-positioning your brand in your marketplace can be instrumental in the success of your organisation.
Don't do it.
Don't do it because you are sick of your branding, don't do it because you are tired of it, don't do it because you are bored of it, don't do it because you hired another marketing officer who loves re-branding. The only time to ever re-brand is when there is a strategic business reason to do so. That is, the entire organisation needs to shift.
It takes 40 years to build 40 years of brand equity. Think about that. Don't think you're going to re-create that with a re-brand.
However, when there is a clear strategic reason to do it, which might include:
- Merger
- Take over
- Breaking into a new market
- Breaking into a new category within a market
- The old brand is broken
A properly managed re-brand can deliver:
- Increased revenue
- Enhanced market presence
- Improved credibility
- Improved staff morale
- Taller staff - that is, everyone walking a little taller
- Encouragement to smile a little brighter
- Definitive line in the sand
Re-positioning your brand in your marketplace can be instrumental in the success of your organisation.
