rebranding strategy – six steps
TRANSCRIPT
Rebranding Strategy – Six Steps
www.mbaco.com
There are countless reasons why businesses might decide to rebrand.
Sometimes it’s a well-known brand wishing to break into newmarkets, or prove that it still has its finger on the pulse.
Sometimes it’s a younger company aiming to move from onestagnant market into another, more vibrant one.
Rebranding Strategy – Six Steps
www.mbaco.com
There are certain steps to follow as part of yourrebranding strategy, to determine whether rebranding
is the right decision for you, and to find the mosteffective way to rebrand your company.
Rebranding Strategy – Six Steps
www.mbaco.com
Many businesses make the mistake of assuming that rebrandingis all about adjusting how your company appears to the externalobserver – namely, the customer.
In reality, this is only one side of the story.
When deciding how to rebrand your company, it is just asimportant to consider the capacity of your employees, sincethey will be the ones maintaining your new brand identity.
Rebranding Strategy – Six Steps
www.mbaco.com
SIX STEPSTO
REBRANDYOUR COMPANY
Rebranding Strategy – Six Steps
www.mbaco.com
Think about your current brand, from an internal andexternal perspective.
What are its strengths and weaknesses, and what areyou hoping to achieve by updating it?
Conduct a full brand audit, among customers andemployees alike.
Make sure you have defined the business reasons thatwill underpin your rebranding strategy.
Rebranding Strategy – Six Steps
www.mbaco.com
Once you are certain that rebranding your company isthe way forward, use market research initiatives andinternal surveys to gain an accurate idea of how youremployees and customers currently view the brand.
Rebranding Strategy – Six Steps
www.mbaco.com
Determine your brand’s position in the market.
Define what it is that makes it unique in relationto other brands, and lay out the brand values that
you are ultimately trying to promote.
Rebranding Strategy – Six Steps
www.mbaco.com
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Rebranding Strategy – Six Steps
www.mbaco.com
Build your brand’s internal architecture.
For this it is important that your rebranding strategy includesa clear statement of your brand’s values and intentions.
This will then inform the content and direction of yourdesignated keywords, taglines, and overall value position.
Rebranding Strategy – Six Steps
www.mbaco.com
Create your brand’s visual identity.
This will consist not only of its new (or updated) logo, but alsoof the fonts and colour schemes that you wish your customersto associate with your brand, plus the way your visual identity
will be reflected consistently across different media.
Rebranding Strategy – Six Steps
www.mbaco.com
Finally, draw up a brand building plan.
With a roadmap for how you will roll out the new brand identity,engaging first with employees, and then with consumers.
Rebranding Strategy – Six Steps
www.mbaco.com
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