Rebranding is an involved, complicated, sometimes overwhelming process... ...and we knew that overwhelm could derail everything if we were not on top of what needed to be done, who needed to do it, and by when.

1. Rebranding
Part 3:
The Plans

2. contentsparks.com
Rebranding is an involved,
complicated, sometimes
overwhelming process

3. contentsparks.com
– and we knew that overwhelm could derail
everything if we were not on top of what
needed to be done, who needed to do it,
and by when.

4. contentsparks.com
The first stage involved a significant amount of
brainstorming and research. We wanted to
answer questions like:

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What are our goals?

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Who are our existing customers?

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What should our target markets be?

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Who are our competitors? (not a
simple question, actually)

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Why should prospects buy our
products?

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What are we known for now?

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What do we want to be known for in
the future?

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How do we/should we communicate
with our customers?

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How do we/should we communicate
with our prospective buyers?

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Where is our current branding
working?

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Where do we need to improve our
branding and why?

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We used Skype for weekly voice meetings, and
also for almost daily communication of
thoughts and ideas as they occurred to us.

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It quickly became clear that we needed a way
to collect all the brainstorming ideas and
research in one place, and the obvious
solution for that was to open a shared
Evernote notebook.

18. contentsparks.com
Each time we discussed a new topic,
no matter how small, we opened a
new note in our Evernote notebook,
making sure that any headings were
clear and descriptive.

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Each person added to the notes in a different
color so we could immediately see what
each of us was thinking. That’s a small detail,
yes, but it made it so much easier to follow
discussions and changes.

20. contentsparks.com
By the end of the rebranding process we had 36
separate, incredibly detailed notes on
everything from rebranding plans to video
scripts, business cards, color schemes,
competitors, customer surveys, our value
proposition, market research, and much
more.

21. contentsparks.com
After the brainstorming and research stage, we
started to move forward with all the
marketing collateral and content we needed
to create.

22. contentsparks.com
That included the logo, new content sections for
the website, social media profiles, business
cards, free content for opting in to our list etc.

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All the content went through several
drafts and revisions.

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During this stage we were using Dropbox
extensively to note changes and to
collaborate on texts and visuals.

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Once we were approaching the launch date,
we added another tool to help us manage
the enormous mountain of details that we
needed to track and implement.

26. contentsparks.com
Asana was essential in helping us maintain order
and not lose sight of the smallest checklist
items.

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Great communication was key to planning and
implementing the rebranding project.

28. contentsparks.com
With team members and our rebranding
consultant based in different countries, in
different time-zones, we needed to keep a
tight hold on what we were discussing, what
had been decided, and how we were
moving forward.

29. contentsparks.com
Using Skype, Evernote, Dropbox and Asana
made the whole process flow beautifully.

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In tomorrow’s post we’ll share some of the
specific thinking that went into choosing our
new name, and how that influenced the rest
of the rebranding process.

31. contentsparks.com/fireup
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