Rebranding, that thing every brand does in an effort to appear fresh, new and relevant to today’s audiences. The number one mistake every brand makes while attempting rebranding is focusing too much on the graphic elements and not really asking themselves, why am I doing rebranding?
Rebranding is more than changing your logo. It’s about meticulously planning actions from different fronts in order to achieve specific brand objectives.It’s about helping your brand, and your customers, make the switch gradually and confidently to a company that demonstrates how it aligns with the very same values it presents to its customers every day. It’s about honoring your commitment to the new brand without abandoning the old.
Here are 19 questions that every brand needs to ask itself before considering a rebrand process:
- 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- Does our brand tell the wrong (or outdated) story?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?
Check out: Rebranding Done Right: 5 Examples You Can Learn From: