8 Key steps in a rebranding process


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Organizations "rebrand" for a variety of reasons. Without a strong, unified, consistent brand, all the other people who interface with customers better be “that good” in order to compensate for the under-serving brand. The goal of just about any organization is to have great people and a great brand, which together deliver a brand-promise that resonates with customers.

Here's a case study on a small organization's rebranding process: http://www.smartimage.com/how-to-go-about-rebranding-your-church-2/

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8 Key steps in a rebranding process

  1. 1. 8 Key steps in a rebranding process
  2. 2. Why rebrand? ● Former brand has grown stale, outdated, and inconsistent ● Organization has changed, evolved or grown ● Companies merge or acquire other companies ● Competitive influences ● Negative publicity
  3. 3. 1. Commit to the rebrand. Keep it moving. ● You don’t have to act too fast, but keep the process going. ● If you don’t work on it, it won’t change. ● Excitement of a rebrand is contagious and carries over into starting and carrying out all sorts of other “new” projects. ● Capture as much of the reactions and feelings from key people as you can.
  4. 4. 2. Get all the stakeholders on board ● Don’t go through process only to realize you’ve left out a key player to the life of the organization. ● Involve the input from everyone that is “key” to the life of the organization. ● Don’t involve everyone affiliated with the organization. Too many people involved only slows things down.
  5. 5. 3. Show something early. ● Seeing the new logo for the first time is exciting. ● Fuel the excitement and continue momentum. ● When key members can visualize the change, they want to be part of making it happen.
  6. 6. 4. Deliberate honestly. ● Rebranding affects all, expect reactions, thoughts, and opinions that lead to more changes. ● Bring out all the honest reactions in a full deliberation process. ● It will help to identify all considerations and better anticipate questions and reactions from a larger group. ● Helps keep project moving forward (not backward, or to a halt, later on).
  7. 7. 5. Go back again. ● After you get a first round of options, deliberate and gather all the feedback, conduct a second round of revisions. ● Supplying feedback helps the designer deliver something more true to the organization because it embraces more thoughts, reactions, and ideas of the people who make it up. ● After you receive second round revisions, go back to #4 and deliberate honestly. ● If you still don’t like what you get, you can go back again.
  8. 8. 6. Commit in full. ● You’re not locked in forever, but you should expect to stay with it for a long while. ● Get all the key people together and decide around the table. ● Make the decision and more forward.
  9. 9. 7. Exhaust all options. ● New logo design and branding isn’t just for your website, or just for print. ● New branding must be consistent and versatile. ○ Website ○ Social media ○ Letterhead ○ Building ○ Ceramic coffee mugs ○ T-shirts ● Develop enough variations to consistently represent your brand across every customer touchpoint.
  10. 10. 8. Make it happen - everywhere. ● Quickly and thoroughly update all branded communication. ● Your website and social media is the easy part. Don’t forget all printed communications, brand identity materials, swag, and signage. ● Your (re)brand comes to life and your customers care.
  11. 11. We can help Smartimage.com Smartimage is the simple way to centralize and share your images.