3. WHAT CAN REBRANDING DO?
• Strengthen your team and improve pride among
your staff (creating brand ambassadors).
• Create the excitement of something new, both
internally and externally.
• Instill confidence in your management, sales team
and customers leading to increased sales.
• Reposition your company so it's aligned with who
you are today or who you want to be (bigger, better,
leader).
• Visually communicate important differentiators or
new evolutions of your business (i.e. technical,
modern, eco-friendly).
4. 5 STEPS TO REBRANDING
1. Decide if now is right time to rebrand.
2. Determine who you are and who you want to
be?
3. Take inventory of everything that will need
rebranding.
4. Choose a rebranding partner.
5. Launch your new brand.
5. 1. THE NEW PUBLIC REBRAND
This is the rebrand that occurs when your demographics have shifted or
aged (or died) leaving you with a newer audience and a different set of
values, a different set of needs and expectations or you’ve expanded
into new territory (such as a country) that requires a new dialog
altogether.
True Taste needed to simply and clearly communicate to a younger,
savvier audience(for simpler palates and healthier meals-on-the-
run). American Dance had been at it for 25 years training 12,000
students and needed to reintroduce itself to a new, younger audience.
6. 2. THE TECHNOLOGICAL ADVANCE
REBRAND
The technology in your industry has advanced, with new players (and
raised expectations) establishing a different benchmark for
performance. The gauge by which your brand is judged has shifted. A
lot.
And technology isn’t limited to exports coming out of Silicon Valley.
Technology shifts in every industry from food to wealth inventing and
management as shown here.
7. 3. THE EVOLUTIONARY REBRAND
A company can outgrow its origins from 40, 60 or 100 years ago, when
X product or service previously represented 90% of the company’s
offerings. Yet today, that has eroded to 20% of the company’s current
sales leaving the other 80% of the company unrepresented and thus
never reaching capacity. This is the problem one is addressing with this
type of rebrand.
Joanna Vargas was on
the fast track to
becoming NYC’s premier
skin care professional,
needing a look that
reflected that caliber for
her high-end clients,
VIPs and celebrity
clientele.
8. 4. THE “SALES-WILL-SOLVE-IT-ALL,”
UNDEFINED REBRAND
This is where the organization is sales-driven and the company has
failed to ever define what it offers people, only looking at sales and
“moving product.” The result is a mish-mash of “pitches” that have
attempted to define the brand, essentially providing an upside-down
evolution of a brand.
Milestone, being a sales-driven organization, lacked a foundational
vision as a brand and failed to define its role in the scheme of their
clients’ businesses.
9. 5. THE KNOW-YOUR-PUBLIC
REBRAND
When companies start, they often put something together so as to get
things started and sales and delivery rolling, but they tend to forget to
circle back and crystallize what their brand really delivers, or why their
customers truly buy.
Landmark is a superior company that had a hard-to-remember name
and an unclear deliverable, thus requiring a new name and a clearly
defined brand story.
