Successfully navigating your firm through a rebrand can be a career high point. It’s also a monumental challenge. The role you choose to play in the process can have a very positive impact on your career with the current firm and give you a competitive advantage in the future. One of the presentation's takeaways – be super proactive, be strategic, build bridges across departments, become the catalyst for change and you’ll be always remembered as your firm's rebranding superhero. Ida Cheinman, Principal / Creative Director of Substance151 and Rachel Yoka, Vice President of Strategic Business Planning and Sustainability for Timothy Haahs & Associates, Inc. shared their knowledge and experience, as well as the industry best practices, while taking the audience through 5 key steps in the rebranding process.

1. THE REBRANDING CHALLENGE:
A MARKETER'S ROLE
RACHEL YOKA, CPSM, LEED AP IDA CHEINMAN
Vice President of Strategic Business Planning Principal and Creative Director
and Sustainability Substance151, Benefit LLC
Timothy Haahs & Associates, Inc.

2. What’s your role?

3. Where are you in the process?
– Thinking about it? In the planning stages?
Rebranding now?
– Questions to address today?
– War stories to share?

4. 1. Thinking
Define your goals and begin creating a roadmap
2. Planning
Assign roles and allocate resources
3. Rebrand
Lead, coordinate, manage expectations and build consensus
4. Brand Launch
Celebrate your firm’s past and future successes
5. Ongoing Brand Management
Continue to engage and educate internal teams

5. Thinking
– Determine whether it’s a rebrand or a refresh
– Remember: rebrand is a process, not a deliverable

6. Planning
– Secure management sponsorship
– Determine key participants who will add value
– Key Leadership
– Marketing/BD Staff
– Technical Staff
– Define budget and timelines
– Build in reviews/“thinking time”
– Select outside agency and/or consultant(s) or use
internal staff

7. Planning
– External and internal branding – both required
– Critical for key messages
– Flexibility
– Plan for special events – anniversaries and more
– Identify all the “pieces”
– Know what technical people to be supported too
– Plan rollout from the start
– Unified launch may not be necessary

8. Rebrand
– Generate an emotional reaction, a connection
– Write out messages/key themes
– Critically important information all employees and clients must understand
to “know” your firm
– Carry through all of verbal and printed communication
– Advance key differentiators – edge over the competition?
– Think of the process, not just the pieces

9. Rebrand
– Collaborate across silos
– Opportunity to build bridges between marketing and technical staff
– Communicate internally
– Stay on course
– Form alliances with outside firm / consultants
– Implementation matrix – track it all

10. Brand Launch
– Celebrate your firm’s past, present and future
– Make it an event
– Think PR opportunities
– Reconnect with clients, prospects, industry

11. Ongoing Brand Management
– Guardian of the brand? Brand police?
– Graphic guidelines
– Regular review of collateral
– Centralized templates
– Remember: employees = best brand
ambassadors
– Build it into orientation – brand book as a part of
onboarding
– Internal communications and education

12. Case Study – TimHaahs

14. Case Study – TimHaahs

15. Case Study – TimHaahs

16. Messaging
– Commitment to Community
– The "h" in our logo refers to our mission statement of helping others.
– Building on our parking expertise, we will cast your vision for people, place, and
community. By growing into a national firm, TimHaahs help more communities and
people in need.
– TimHaahs is Different
– We bring new ideas, innovative design, and a collaborative creative process to
each of our projects.
– Our core values include returning calls on the same day, keeping our clients
informed, and going the extra mile - every single day.
– TimHaahs is a Family
– Our culture respects each employee as they respect the corporate purpose. We
value our clients, our families, and our friends.

21. Best Practices
– Begin with the end in mind
– Treat branding as an ongoing process, not a project
– Don’t forget your internal customers
– Create a relevant, memorable experience at every
customer touchpoint – engage emotionally
– Live the brand

22. Thank you
RACHEL YOKA, CPSM, LEED AP IDA CHEINMAN
Vice President of Strategic Business Planning Principal and Creative Director
and Sustainability Substance151, Benefit LLC
Timothy Haahs & Associates, Inc. ida@substance151.com
ryoka@timhaahs.com 410 732 8379
484 342 0200